What do beginners of VI design need to learn?

There are generally four kinds of trademark graphics: text graphics; Pattern; Portrait; Combined graphics. Auxiliary graphics refer to two or more graphics. In a graph, one graph is the main graph and the other graph is an auxiliary graph, which is called an auxiliary graph. This is mainly used as a logo for graphic query. The so-called VI design refers to the use of a unified overall communication system to convey all visual identification elements with signs as the core to people inside and outside the organization, so as to achieve benign identification and communication. The function of VI design, on the one hand, is to update or upgrade the old image to make it more aesthetic and contemporary, on the other hand, it is to integrate all visual communication to make it more holistic and continuous. VI design: storefront identification/guidance system/website identification design VI design introduction and design management organization or brand naming VI design is the unification of various forms of visual information transmission, a concrete and visual transmission form, and the enterprise identification part with the most items, the widest level and the most direct effect in CI. The design content of VI is divided into two parts: basic elements and application elements. The basic elements of VI include basic design items such as logo, standard text, standard color and standard combination, which are the core parts of corporate image. Only by strictly implementing the design standards can we continuously improve our image in the future and realize the consistency of communication. Logo is the symbol of an organization and the core of VI. Signs should have a high degree of international and artistic connotation, while avoiding duplication or plagiarism. VI Application Elements This includes all visual communication objects, and it is a huge system, generally including the following aspects: 10: The office system strictly stipulates the layout, specifications, materials and manufacturing technology of office supplies, which forms the unique seriousness, integrity and accuracy of office supplies, and also shows the high concentration of modern office and the aggressive infiltration and diffusion of strong corporate culture into various fields. Its main items are "envelopes, stationery, notes, official letters, famous brands, badges, vouchers, official letter envelopes, official letter folders, contracts, cards, invitations, work permits, memos, bills ... Brand VI is different from enterprise VI. First of all, the target audience is very different: enterprise VI is mainly aimed at minority groups who directly deal with enterprises, such as distributors, suppliers, government agencies and so on. The main targets of brand VI are consumers and the public. More importantly, the effective contact radius is different: the first thing that enterprises VI and CI need to solve is direct minority contact, which is closer, but the face-to-face contact area is limited after all; What brands VI and CI want to solve is indirect public contact, and the relationship is looser but the effect is wider. Brand VI and enterprise VI are very different in "effective radius" and market function. Relevant applications of enterprise VI, such as business cards, office supplies, office environment, etc., are only open to subordinate units. Except for individual consumers and the surrounding people, most consumers have almost never been exposed to the internal environment of the enterprise. It is impossible for consumers to come into contact with a factory like a garden or a factory like a family workshop. Consumers pay more attention to brand image and quality assurance brought by strong brands. For example, the Nike brand is entrusted to enterprises all over the world for processing, and consumers recognize the Nike brand, not the processing enterprise. Therefore, we should attach importance to both brand image and corporate image. In addition to introducing enterprise CI and VI, we should also introduce brand CI and VI. Hearing this, some people may whisper, "There will always be endless things to do! "Yes, business and marketing are' tedious'. There seems to be "thousands" of things waiting for you to do, and no one can do more. Brand is different from enterprise, but it doesn't mean that brand has nothing to do with enterprise. In fact, the enterprise is the internal environment where the brand exists, and the VI decoration of the enterprise is like the internal decoration of furniture; The brand seems to be a member of this family, and what represents his personal image is his clothes. People who are away from home have no chance to touch his residence at all. To exaggerate, for example, just doing corporate VI instead of brand VI, just like a person with luxurious and exquisite bedroom decoration, walking down the street in sloppy clothes, even unkempt like a tramp. Key points of brand VI design The core of corporate image visual identification is logo, and the core element of brand image visual identification system is brand symbol, which is the difference between brand VI and corporate VI in design expression. For people who are sensitive to the market, signs are often highly abstract and concentrated, and often have multiple meanings. It is very meaningful to explain. If there is no translation, it is obscure. This responsibility does not lie with the designer who designed the logo. Because logo is just a dot-like visual symbol, it is an innate attribute of logo to be highly concentrated or one-sided. Human information is mainly input through vision, "Let vision speak! "This is the joint efforts of global brand communication planners and designers. If the screen vision does not express any substantive information, then the investment in the visual part of the advertisement will be wasted unconsciously. In fact, visual merchandising has been popular in the world for decades, but some countries, some enterprises and some employees have not realized the role of vision in brand marketing. In addition to logo, brand promotion needs another symbol, a symbol with clearer meaning and stronger personality-a symbol that can be interpreted without explanation (if it is vague, it is also strategically vague to achieve the purpose of brand memory or highlighting brand association). The core subject of VI design is the establishment of "clue elements". The main clue of enterprise VI is enterprise logo and auxiliary graphics, and the main clue of brand VI is the brand symbol mentioned above. As for the specific expression, all roads lead to different industries, different brands and different ways in Rome. Some brands take personalized symbols as clues, for example, Neptune Yindefa uses blue arrows as visual clues to interpret the brand. Some brands take design style as the clue, for example, September Forest takes fan-shaped design style as the main clue; Some take hue as the clue, such as purple hue as the main clue of brand visual management; Some directly take the main picture as the clue, such as Baisha, and take the flying hand as the clue. Some take the concept as a clue to integrate all brand impressions. For example, Yili's four circles, regardless of packaging, film and television, plane or name, all have the shadow of the circle concept, but different media expressions are slightly different! In fact, the way to cultivate longevity brand is to use the same concept, run through the symbols as consistent as possible, and adhere to the essence of five years and ten years. Of course, "product quality" and "management mechanism" cannot be delayed! For brand VI design, there are three important principles to be adhered to in the process of brand management: 1, systematic principle; 2. Normative principles; 3. Stylistic principles. Brand promotion VI manual design outline The manuals needed for enterprise management and marketing include not only enterprise VI manual, marketing promotion manual and sales manual, but also a very important manual, namely brand promotion VI manual. Brand VI, like enterprise VI, is divided into two parts: foundation and application. They are all systematic identification systems, but they are aimed at different objects. Basically, they have a lot in common. A, basic design-brand logo-brand standard words-brand standard color-basic element combination-brand auxiliary pattern-standard brand home screen-brand name and brand slogan specification-home screen and brand name and brand slogan combination specification (horizontal and vertical) b, Stylistic design of packaging-stylized design of inner packaging of products-stylized design of outer packaging of products-stylized design of product packaging and sealing-stylized design of product packaging box-stylized design of wrapping paper-stylized design of handbags C, stylized design of media advertisements-stylized design of newspaper advertisements (full-page newspaper advertisements)-stylized design of magazine advertisements-stylized design of body advertisements (front and back) -Style design of outdoor light boxes (horizontal and vertical versions)-Style design of terminal light boxes (horizontal and vertical versions)-Style design of movable light boxes-Style design of building roofs-Sticky design-TV standard style design D, POP style design-Poster style design (horizontal and vertical versions) -Hanging P0P style design-On-site P0P style design-Desktop display P0P style design-Product model POP style design-Shake brand style design-Shelf card style design four colors) Style design-Vertical version (monochrome, four colors) Stylistic design e. Stylistic design for promotion and activities-Stylistic design for special clothing for activities-Stylistic design for special badge for activities-Stylistic design for product stacking-Stylistic design for sunshade-Stylistic design for background board f. Stylistic design for display-Stylistic design for commodity display-Style design for counters-Style design for sales counters-Style design for display platform and cabinet-Style design for venue display-Style design for reception desk g, Gift Style Design-promotional gifts Style Design-Public Relations Gift Style Design-Conventional Gift Style Design H, "Silver Bullet" Publicity Style Design-Shop Style Design-Merchants Manual Style Design-DM (Single Page, Manual) Style Design 1. Style Design of Other Unconventional Projects (according to the specific project conditions) Here, the brand VI is emphasized, not the brand CI is denied. Brands, like enterprises, should also have norms of ideas and behaviors. Brand core value and brand spirit must be the soul elements to drive and guide VI. The whole case of brand planning and design is actually a systematic brand image planning covering mental recognition, behavioral recognition and visual recognition. Brand VI is only an important part of brand marketing, not the whole; Brand promotion VI design is only a branch project of "brand planning and design".

The main contents of a set of VI design: 1. Basic element system A, Logo B, standard word C, standard color D, the combination of Logo and standard word. Two. Application system A. Office supplies: envelopes, stationery, notes, business cards, badges, work permits, invitations, folders, letters of introduction, bills, memos, information kits, official document forms, etc. B. External architectural environment of the enterprise: architectural modeling, company flag, corporate facade, corporate signboard, public signboard, road sign, advertising tower, neon advertisement, courtyard beautification, etc. C. Internal building environment of the enterprise: departmental signs, common signs, floor signs, corporate image signs, flags, billboards, POP advertisements, shelf signs, etc. Means of transportation: cars, trucks, buses, trucks, tool cars, oil tankers, ships, planes, etc. E. Clothing: manager's uniform, manager's uniform, employee's uniform, etiquette uniform, T-shirt, tie, work cap, buttons, epaulettes, badges, etc. F advertising media: TV advertisements, magazine advertisements, newspaper advertisements, online advertisements, street sign advertisements, poster advertisements, etc. G product packaging: carton packaging, paper bag packaging, wooden box packaging, glass container packaging, plastic bag packaging, metal packaging, ceramic packaging and wrapping paper. H. Official gifts: T-shirts, ties, tie clips, lighters, key cards, umbrellas, medals, gift bags, etc. 1. Display: window display, exhibition display, shelf display, display display, etc. J printed matter: company profile, product description, product profile, calendar, etc.