What are the basic principles of corporate VI design?

VI stands for (Visual Identity), which is translated as visual identification. It is the most communicable and infectious level in the CIS system. 83% of the external information perceived by people reaches people's minds through visual channels.

In other words, vision is the most important and main channel for people to receive external information. The visual identification of corporate image is to transform the non-visual content of CI into static visual identification symbols, which can be disseminated most directly at the broadest level in an extremely rich and diverse application form. Scientific design and implementation of favorable visual identity are a quick and convenient way to spread corporate business philosophy, establish corporate visibility, and shape corporate image.

Basic elements

The basic elements system of corporate VI design strictly stipulates logo graphics, Chinese and English font shapes, standard colors, corporate symbolic patterns and their combination forms, which is fundamentally standardized The basic elements system is the core part of the corporate image, which includes: corporate name, corporate logo, corporate standard words, standard colors, symbolic patterns, combination applications, corporate slogans, etc.

Company name

The company name is closely related to the corporate image and is a prerequisite for CIS design. It uses text to express identification elements. The determination of the company name must reflect the company's business philosophy and embody the corporate philosophy; it must be unique, have a loud pronunciation, and be easy to recognize and read. Pay attention to the meaning of homophonic sounds to avoid causing undesirable ideals.

The text of the name should be concise and clear. At the same time, attention should be paid to the international character and to adapt to the pronunciation of foreigners to avoid wrong associations in foreign languages. The company name that expresses or implies the corporate image and products should be consistent with the trademark, especially the brand it represents. Products that are more well-known in the market can also be used as the company name. The determination of the company name must not only consider tradition, but also have the characteristics of the times.

Corporate logo

Corporate logo is the symbol and identification symbol of a specific enterprise, and is the core foundation of the CIS design system. Corporate logos convey corporate philosophy, content, product features and other information through concise shapes and vivid images. The design of the logo must not only have a strong visual impact, but also express a unique personality and a sense of the times. It must express a unique personality and a sense of the times, and must be widely adaptable to various media, various materials and various supplies. Production, its expression forms can be divided into:

Graphic expression (including representational figures, symbolic figures, geometric figures); 2. Text expression (including a combination of Chinese and foreign characters and Arabic numerals); 3. Comprehensive expression ( Including the combination of graphics and text) three aspects. The corporate logo must be used in the CI design form as a fixed standard prototype. When creating, a standard proportion diagram must be drawn and precise values ??such as the outline, lines, and distance of the logo must be expressed. The drawing can use grid marking method, proportion marking and arc angle marking, so that the logo can be accurately depicted and copied accurately when enlarging or reducing.

The company's standard fonts include Chinese, English or other text fonts. The standard fonts are designed according to the company name, company brand name and company address. The selection of standard fonts must be clear and descriptive, directly convey the name of the company and brand, and strengthen the corporate image and brand appeal. It can be determined by the full name or abbreviation of the company according to the use. The design of the font requires that the font shape is correct, aesthetic and easy to read. The line thickness and stroke structure of the font should be as clear, simple and decorative as possible. .

The design must consider the coordination and unity of the font and the logo when combining it. Careful planning must be made for the word spacing and shape, and attention must be paid to the systematicness and ductility of the font to adapt to various media and The production of different materials is suitable for the application of various sizes of items.

The design of the strokes, structure and fonts of corporate standard fonts can also reflect the corporate spirit, business philosophy and product characteristics. The standard drawing method is to arrange the standard characters in appropriate square or diagonal grids. , and indicate the positional relationship such as height, width and angle of the font.

Corporate mascots are cute characters or anthropomorphic images that arouse the attention and favor of the public.

Standard Colors

The standard colors of a company are the designated colors used to symbolize the company and used in all media in visual identity design.

Through the perceptual stimulation and psychological response of color, it can express the characteristics of the company's business philosophy and other product content, and reflect the company's attributes and emotions. Standard colors have a strong recognition effect in visual identification symbols. The determination of enterprise standard colors should be based on the industry attributes of the enterprise, highlighting the differences between the enterprise and its peers, and creating distinctive color effects. The selection of standard colors is based on international standard colors. Enterprises should not use too many standard colors. , usually no more than three colors.

Symbolic patterns

Corporate symbolic patterns are designed to match the basic elements and are widely used in various media. The connotation should reflect the corporate spirit and set off and strengthen the corporate image. Through the rich shapes of symbolic patterns, the corporate image established by logo symbols is supplemented, making the meaning more complete, easier to identify, and more expressive in scope and depth. The symbolic pattern adopts a simple and abstract form of expression, which contrasts with and maintains a harmonious relationship with the logo graphic. It can also be designed based on the logo or the modeling connotation that makes up the logo. When the basic elements are used in combination, there must be a rhythm of strong and weak changes and a clear primary and secondary relationship, and various application planning and combination designs should be made according to the needs of different media to ensure the unity and standardization of corporate identification and strengthen The visual impact of the entire system produces a visual induction effect.

Slogan

It is a summary of the corporate philosophy and a written promotional slogan developed by the company based on its own marketing activities or concepts. The determination of corporate slogans requires concise and catchy text. Accurate and loud corporate slogans can inspire employees to work hard for corporate goals internally, express corporate development goals and directions externally, and improve the company's impression on the public mind. Its main role is to improve the corporate image and corporate product image. supplement, in order to enable the public to understand the company's thoughts in an instant audio-visual, and leave an unforgettable impression of the company or product.

Application elements

Hospitality projects

Negotiation meetings, reception rooms, conference hall furniture, ashtrays, cushions, reception tableware, customer stationery. Commodity and packaging categories.

Women's clothing brand vi design examples

Product packaging design, wrapping paper, packaging boxes, packaging boxes, badges for various packaging, envelopes, seals, pasted trademarks, tapes, labels wait.

Company name signs, building exteriors, signs, outdoor lighting, neon lights, entrance and exit instructions, window displays, movable signs, road signs, monumental buildings, various signs, various business signs for dealers, mark.

?Bill type

Orders, orders, bills, orders, various bills, application forms, notices, confirmation letters, contracts, checks, receipts, etc. .

Specialized letterheads, notes, envelopes, document paper, document bags, letters of introduction, etc.

Work clothes, uniforms, work hats, ties, bow ties, handkerchiefs, tie pins, umbrellas, handbags, etc. for male and female employees.

Publishing and printing

Stocks, annual reports, company lists, survey reports, self-run newspapers, company resumes, profiles, certificates, etc.

Mass communication

Newspaper advertising, magazine advertising, TV advertising, radio advertising, mail advertising, etc.

Product manuals, advertising leaflets, exhibition layouts, public relations magazines, promotional materials, audio-visual materials, seasonal greeting cards, postcards, and various POP categories.

Appearance identification of business vehicles, advertising vehicles, trucks, employee commuter vehicles, etc.

Badges, armbands, business cards, identification cards, company flags, etc.