What does the school VI design specifically include?

the full name of VI is Visual Identity, that is, corporate VI visual design, which is an important part of corporate VI image design. With the development of social modernization, industrialization and automation, the process of optimizing the combination has been accelerated, its scale has been expanding, the organization has become increasingly complicated, the products have been updated rapidly, and the market competition has become more intense. In addition, with the rapid expansion of various media, the communication channels are different, and the audience is at a loss in the face of a lot of complicated information. Enterprises need unified and centralized VI design communication more than ever before, so it is important to identify personality and identity.

Contents

Basic meaning of p>VI

Design significance

Basic principles 1. Identity

2. Differences

3. Nationality

4. Validity

basic program of VI design

design specification

intransitive verb

text editor

Visual Identity

visual identification (VI) system design

basic elements system design 1. enterprise name

2. enterprise logo

3. enterprise standard word

4. standard color. P>8. Special font

Design of standard color of design elements

Special pattern design

Basic meaning of symbolic pattern design

Design significance

Basic principles 1. Identity

2. Differences

3. Nationality

4. Validity

basic program of VI design

design specification

intransitive verb

text editor

Visual Identity

basic elements of visual identification (VI) system design

1. enterprise name 2. enterprise logo 3. enterprise standard word 4. standard color 5. symbol pattern 6. slogan 7. enterprise mascot 8.

the design of standard color, the special pattern design symbolizes the pattern design, and the basic meaning of this paragraph VI

VI is a Visual Identity system, which is the most communicative and infectious part of CIS system. It is to transform the non-visual content of CI into static visual identification symbols, and spread them directly at the widest level with extremely rich and diverse application forms. Proper design and implementation of scientific visual identification system is a quick and convenient way to spread business philosophy, establish corporate visibility and shape corporate image.

significance of editing the design of this paragraph

VI

Enterprises can achieve this goal through VI design. Obtain employees' sense of identity and belonging internally, strengthen enterprise cohesion, establish the overall image of the enterprise externally, integrate resources, convey the information of the enterprise to the audience in a controlled way, and constantly strengthen the awareness of the audience through visual symbols, so as to gain recognition. Some famous multinational companies in the world, such as American General Motors, Coca-Cola, Japanese Canon, Bank of China, etc., have all established a set of perfect corporate identity system without exception. They can be invincible in the competition, which is not unrelated to scientific and effective visual communication. In the past 2 years, some domestic enterprises have gradually introduced image recognition systems. The earliest Sun God and Jianlibao, and later Konka, Skyworth and Haier have also achieved success in practice. Under the emerging market economy system in China, an effective image recognition system is essential for enterprises to develop in the long run, which has also become a run-up device for enterprises to take off.

editing the basic principles of this paragraph

VI planning and design must grasp the basic principles such as identity, difference, nationality and effectiveness.

1. Identity

In order to achieve the consistency and consistency of corporate image external communication, we should use unified design and unified mass communication, perfect visual integration design, personalize, clarify and order information and cognition, unify the images in various forms of communication media, and create a unified corporate concept and visual image that can be stored and disseminated, so as to concentrate and strengthen corporate image, make information dissemination more rapid and effective, and leave a strong impression on the public. Standardize all elements of enterprise identification, from enterprise concept to visual elements, adopt the same standard design, adopt the same model for external communication, adhere to long-term consistent application, and do not change easily. In order to achieve identity and realize the standardized orientation of VI design, we must adopt the methods of simplification, unification, series, combination and universality to comprehensively reshape the corporate image. Simplification: refine the design content, so that the organizational system can be as clear and concise as possible under the premise of meeting the promotion needs, and optimize the system structure. For example, in VI system, the combination structure of constituent elements must be simplified, which is conducive to the implementation of standards. Unity: In order to make the information transmission consistent and easy to be accepted by the public, we should adjust the factors that make the brand and corporate image inconsistent. Brand, enterprise name and trademark name should be unified as much as possible, giving people a unique audio-visual impression. For example, the Hua Deng brand Beijing Liquor produced by Beijing Niulanshan Distillery is very different in name, trademark and product name, so it is difficult for people to remember when broadcasting advertisements on China Central Broadcasting Station. If the three are unified and the information is simple and concentrated, its communication effect will be greatly improved. Series: make reasonable arrangement and planning for the parameters, forms, sizes and structures of the design object combination elements. For example, the advertising and packaging system in the corporate image strategy are serialized to make it have family-like characteristics and a clear sense of recognition. Combination: the basic design elements are combined into universal units, such as the combination of signs, standard words or symbolic graphics, corporate modeling, etc. into different formal units in VI basic system, which can be flexibly applied to different application systems, and some prohibited combination specifications can be stipulated to ensure the identity of communication. Universal: it means that the design must have good suitability. If the logo will not produce visual deviation due to reduction and enlargement, the proportion between lines must be moderate. If it is too dense, it will merge into one piece. It is necessary to ensure that everything from outdoor advertisements to business cards has good recognition effect. The application of the principle of identity can make the public have a unified and complete understanding of a specific corporate image, and will not cause obstacles in recognition because of the inconsistency of the identification elements of the corporate image, thus enhancing the communication power of the image.

second, the difference

in order to gain the recognition of the public, the corporate image must be personalized and unique, so the principle of difference is very important. The difference is first manifested in the distinction between different industries, because in the eyes of the public, enterprises and institutions in different industries have their own image characteristics, such as the corporate image characteristics of cosmetics enterprises and machinery industry enterprises should be completely different. It is necessary to highlight the characteristics of the industry when designing, so as to make it have different image characteristics from other industries, which is conducive to identification and recognition. Secondly, we must highlight the differences with other enterprises in the same industry in order to be unique and stand out. Japan's five world-renowned famous electrical appliances enterprises: Sony, Panasonic, Toshiba, Sanyo and Hitachi, all have unique corporate images and are very personalized, which have effectively gained the recognition of consumers and are unique in the fierce competition of the world household appliances market.

third, nationality

The shaping and dissemination of corporate image should be based on different national cultures. The rise and success of many enterprises such as the United States and Japan, and national culture is its fundamental driving force. American corporate culture experts Qiu Er and Kennedy pointed out: "A strong culture is almost the driving force for the continued success of American enterprises." The unique corporate images of the world-famous "McDonald's" and "KFC" show the fast food culture of American lifestyle. To shape the corporate image of China, which can rank among the world, we must carry forward the cultural advantages of the Chinese nation. The splendid Chinese culture is our inexhaustible source, and there are many essences that we should absorb, which will help us create a corporate image with Chinese characteristics.

iv. effectiveness

effectiveness means that the planned and designed VI plan of an enterprise can be effectively implemented. VI is a problem-solving science, not a decoration of an enterprise, so it can be operated and easy to operate, and its operability is a very important issue. In order to be effective and play an effective role in establishing a good corporate image, enterprise VI plan must first establish an accurate image positioning according to the enterprise's own situation and marketing position in its planning and design, and then carry out development planning based on this positioning. In this regard, organizations or individuals that assist enterprises to introduce VI plan have important responsibilities, and everything must proceed from reality and cannot cater to some unrealistic mentality of enterprise leaders. When the author helped an enterprise whose products just had a good trend in market information but its strength was not strong to introduce the VI plan, the leader of the enterprise put forward an overly optimistic plan and idea of entering the top 1 enterprises in China in five years during the second contact. If it is suitable to meet the abnormal mentality of entrepreneurs and construct the framework of corporate image strategy, its effectiveness will be questioned. In fact, a year later, the enterprise fell into a trough due to marketing mistakes. When enterprises are preparing to introduce VI plan, whether they can choose organizations or individuals with real planning and design strength is also very critical to the effectiveness of VI plan. VI planning and design is a necessary soft investment for enterprise development, and it is a very complicated and time-consuming system engineering, which requires considerable funds. When I talked with a dairy company about its VI strategy, I was recognized by the leaders of the company. When it came to the planned expenses, the two sides failed to cooperate. Later, the company found an advertising company at a very low cost, and the level of corporate image elements such as logos and mascots was inferior. Its effectiveness can be imagined. To ensure the effectiveness of VI plan, a very important factor is that business executives have a good sense of modern management, have a certain understanding of corporate image strategy, and can respect the opinions and suggestions of professional VI design institutions or experts. Because there is no considerable investment, it is impossible to find high-level institutions and individuals with strength. And the promotion of VI strategy in the later period will cost a lot of money. If the enterprise leaders do not have a very clear understanding of the necessity of introducing VI plan and can't stick to it, the planning and design scheme in the earlier period will lose its effectiveness and become worthless.

edit the basic procedures of VI design in this paragraph

a. Preparation stage: set up VI design team to understand and digest MI, determine the basic forms of VI design, and collect relevant information for comparison. The VI design team is composed of people with their own strengths. The number of people is not large, but lean and pragmatic. Generally speaking, it should be held by the senior principal of the enterprise. Because this person has a more thorough understanding of the enterprise's own situation and a stronger macro-grasp ability than ordinary managers and designers. Other members are mainly people from various specialized industries, mainly artists, supplemented by marketers and market researchers. If conditions permit, professionals from aesthetics, psychology and other disciplines are also invited to participate in some design work. B, design and development stage: after the establishment of the basic element design application element design VI design team, we must first fully understand and digest the business philosophy of the enterprise, thoroughly understand the spirit of MI, and find the combination point with VI. This work depends on the full communication between VI designers and enterprises. After all the preparations are ready, the VI design team can enter the specific design stage. C, feedback revision stage D, investigation and revision feedback E, revision and finalization After the VI design is basically finalized, a large-scale investigation is needed, so that all details of the VI design can be tested through the information feedback of a certain number of respondents at different levels. F. compile VI design manual

edit the design specification of this paragraph

among many factors, the name of the enterprise should be paid attention to first. A good name can produce a charm and is an important component of the enterprise's external image. People's memory and impression of an enterprise directly comes from its name. As the saying goes, "a name is not justified", and the name of an enterprise has a great influence on its image. If the enterprise name is not suitable for information transmission, it will directly affect the business activities of the enterprise. From the perspective of communication, the key to the naming of enterprises lies in: Jane. The simpler and brighter the name, the easier it is to communicate with consumers and stimulate their leisure time. According to the survey of "Nihon Keizai Shimbun", the number of words of enterprise names has a certain influence on cognition. The shorter the name, the better it will spread. The average cognition of four-word enterprise names among the respondents is 11. 3%, while that of eight-word enterprise names is only 2. 88%. Visible, easy-to-read and easy-to-remember names are ideal. The names left by enterprises in China from the planned economy system are often long and inflexible, such as the X factory in XX industry in XX area, which is not suitable for the needs of competition in the city economy. In order to adapt to information transmission, many companies in Europe and America adopt "simplification method" to shorten or use simplified names, and often have both the proper name of information transmission and the name of legal company. For example, 3M Company uses "3M" in general business activities, and only uses the full name (Mine Sote Minlnsand Manu (manufacturer company)) in situations involving legal awareness. IBM also uses the abbreviation of its full name (international business) for the shaping of corporate image. One of the functions of VI is to emphasize the personality of the enterprise as much as possible in order to expand its influence. Similarity, repetition or confusion are the taboos of enterprise naming. Japan's Sony Corporation, formerly known as Tokyo Communication Industry Company, is a difficult name to read, and its English translation is too long and cumbersome. It wanted to use the abbreviation TK as its name, but found that there are a lot of such companies in the United States. Its founder Akio Morita believes that in order to make an enterprise an international enterprise, it is necessary to have a name suitable for the whole world. Akio Morita made up his mind to create a unique name for the enterprise, and looked up many dictionaries. Finally, he found a Latin word "Sonus" ("sound"), which is full of rhyme, but Sonny, pronounced as "Sohnee" ("losing money") in Japanese, naturally violated the taboo of businessmen, so he combined Sonus and Sonny to create a new word "sony" that could not be found in the dictionary. It soon became popular all over the world. In the past, the naming of enterprises in China did not pay attention to the prominent features, and all of them were "X Factory", which buried their individuality. Phoenix Bicycle enjoys a good reputation at home and abroad, but the former Shanghai Bicycle Factory No.3, which produces this product, is little known and puzzled by foreign businessmen, and it ranks third in China? Does the factory ranked first in China have better products? Later, the factory took "Phoenix" as the enterprise name, and only then did it establish a complete and trustworthy image in the international market. New. New and special are sometimes inseparable, and only a name that is full of freshness and creativity can be unique. When a new company is named with words that have never appeared at all, it often attracts people's attention, but at the risk of being accepted by the public, it is necessary to publicize them repeatedly. The word "Kodak" doesn't exist in English at all, and it doesn't have any meaning in itself, but it is loud and novel.