What are the specific system elements of enterprise VI visual identification?

1. Design of basic visual elements

2. Preparation for the design of visual application elements

3. Development of specific application design projects

4. Compilation of VI visual identity manual

1. Design of basic visual elements

Corporate logo

Corporate logo can be divided into the company's own logo and product logo .

Characteristics of corporate logos:

First, recognition.

Second, systematic.

Third, unity.

Fourth, imageability.

Fifth, the nature of the times.

Corporate logo design work process:

Investigate the actual business status of the company and analyze the current status of the company’s visual design, which specifically includes the following status:

First, the company’s The spiritual connotation of the concept and the overall development plan of the enterprise.

Second, the business scope, product characteristics, service nature, etc. of the enterprise.

Third, the company’s marketing status and market share.

Fourth, the visibility and reputation of the company.

Fifth, business operators’ expectations for the entire image strategy and visual identity style.

Sixth, the current situation of the company’s competitors and the characteristics of the industry, etc.

1. Establish a clear concept.

2. Specific design performance.

3. The meticulousness of the marking work:

First, the meticulousness of the marking details.

Second, the digitization of sign forms:

The first is gridding,

The second is the proportional size sign method,

The third is the arc angle marking method.

Third, the diversification of logo forms:

Changes in line thickness;

Changes in positive and negative shapes;

Color and Changes in black and white;

Various changes in points, lines, and surfaces (such as hollow bodies, mesh patterns, points into surfaces, lines into surfaces, etc.);

Corresponding to the forms of different media Change;

Changes in reducing or enlarging the form.

Enterprise standard fonts

Enterprise standard fonts are a font that combines the company name, company trademark abbreviation, event theme, advertising slogan, etc. as a whole.

Characteristics of enterprise standard words:

First, recognition.

Basic two, readability.

Third, design.

Fourth, systematic.

Types of enterprise standard characters:

First, standard characters for enterprise names.

Second, use standard words for product or brand names.

Third, logo font.

Fourth, standard words for advertising activities.

Enterprise naming or renaming:

Enterprise renaming plans have the following situations:

First, completely change the company name, including existing standard words, standard Color and other basic visual elements.

Second, partially change or simplify the company name, and introduce new standard words and colors.

Third, phased changes.

Fourth, unify the company name and trademark brand name.

Fifth, under the premise that the standard characters and standard colors of the company name remain unchanged, according to different use occasions, develop changing forms to adapt to different occasions, in order to achieve the feeling of form change.

Standard word drawing method:

There are two commonly used methods for standard word drawing method:

One is the grid representation method.

Second, direct marking method.

Corporate standard colors

Corporate standard colors refer to the visual perception of color conveyed by an enterprise, and are set to reflect the unique spiritual philosophy, organizational structure, operational content, marketing and style of the enterprise. The color of the state of the face.

Development and setting of standard colors:

Investigation and analysis stage:

First, analysis of the use of existing standard colors in the enterprise.

Second, analysis of the public’s understanding and image of the company’s current color.

Third, analysis of the use of standard colors by competing companies.

Fourth, analysis of public perception and image of standard colors of competing companies.

Fifth, analysis of the relationship between corporate nature and standard colors.

Sixth, analysis of market expectations for corporate standard colors.

Seventh, analysis of taboo colors such as religion, ethnicity, and regional customs.

Concept setting stage:

Positive, healthy, warm, etc. (such as red);

Harmonious, warm, willful, etc. ( Such as orange);

Bright, hopeful, light, etc. (such as yellow);

Growing, peaceful, fresh, etc. (such as green);

Integrity, rationality, negative, etc. (such as blue);

Noble, delicate, mysterious, etc. (such as purple);

Thick, classical

Clean, sacred, pale, etc. (such as white);

Ordinary, modest, neutral, etc. (such as grey).

Color image stage:

By setting the corporate image concept and the corresponding color concepts and keywords, the corresponding color image expression system is further established.

Simulation test stage:

First, psychological investigation on the association of color with concrete objects, association of abstract emotions and hobbies.

Second, physiological effect tests such as color visual perception, memory, attention, etc.

Third, the analysis and evaluation of physical factors such as technology, materials, economics, etc. in the implementation of color production.

Color management stage:

This stage is mainly about making numerical specifications for the use of corporate standard colors, such as color symbols and printing color values.

Implementation supervision stage:

Approval of standard colors made of different materials;

Color correction of print proofs;

Verification Evaluate product color;

Collect and organize other usage data, etc.

Auxiliary graphics

Auxiliary graphics are auxiliary visual elements in the corporate identity system, which include the design of three aspects: corporate shape, symbolic pattern and layout.

1. The design and application of corporate styling (also known as business characters, mascots, and commercial logos):

Corporate styling is to strengthen and highlight the personality characteristics of the company or product. , and designed cartoon characters, animals, plants, landscapes or other inanimate objects as specific symbols of the enterprise.

Applications of corporate styling:

First, two-dimensional media, such as printed matter.

Second, three-dimensional media, such as film and television media.

Third, outdoor advertising and POP advertising, such as street signs and car bodies.

Fourth, corporate public relations items and product packaging, such as gifts, etc.

2. The design composition of corporate symbolic graphics:

Symbolic graphics are not purely decorative library cases, but an expanded connection of the basic visual elements of the company.

The design theme of corporate symbolic graphics:

First, the shape of the corporate logo is used as the development matrix.

Second, use the meaning of the corporate logo or corporate philosophy as the development matrix.

3. Layout design:

A general layout includes three parts: the head, the center, and the foot. The content elements of the layout include a combination of basic elements in the visual recognition system, The main text (text and pictures), corporate styling, etc., are located in different positions on the layout.

Layout commonly uses two methods to express its structure:

First, direct notation.

Second, the symbol marking method.

The combination of the basic elements of corporate visual identity

The different combinations of horizontal, vertical, size, direction, etc. are designed according to the specifications and arrangement direction of the specific media. The content of the basic element combination:

First, the minimum specified value of the space is set to separate the target from its background or surrounding elements.

Second, the proportional size, spacing direction, positional relationship, etc. between the corporate logo and other elements.

The combination of the logo and other elements often takes the following forms:

The first is the combination of the logo and the Chinese name or abbreviation of the company;

The second is the combination of the logo and the company's Chinese name or abbreviation; The combination of the brand name;

The third is the combination of the logo with the full or abbreviated English name of the company;

The fourth is the combination of the logo with the company name or brand name and company selection;

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The fifth is the combination of the logo with the company name or brand name, corporate slogans, advertising slogans, etc.;

The sixth is the combination of the logo with the company name, address, phone number and other information.

Prohibited combination of specifications:

First, add other styling symbols to the combination of specifications.

Second, the size, advertising, color, position, etc. of the basic elements in the standardized combination are changed.

Thirdly, the basic elements are processed beyond the standard, such as logo framing, three-dimensionalization, network cableization, etc.

Fourth, the standard combination is changed such as character spacing, font deformation, flattening, and oblique changes.

Special fonts

Special fonts include existing standard fonts and designated fonts.

Standard fonts:

Mostly used for company names, product names, trademark names, etc.

Specified font:

Commonly used in department names, facility names, branch names and addresses, advertising content, formal documents, etc.

Things to note when designing and selecting special fonts:

First, investigate and organize the usage scope, purpose, usage status, etc. of the special fonts.

Secondly, when selecting a designated font, consideration should be given to coordinating the style with basic elements such as the logo and standard fonts.

Third, the type of fonts selected and the combination form and method of text should have certain rules, and form a text system that is readable, reproducible, and identifiable.

2. Preparation for the design of visual application elements

Survey on the current status of application element projects

Collection and classification of current projects:

Yes The existing project collection of application elements mainly focuses on the following project contents:

First, business supplies, such as business cards, various documents, etc.

Second, advertising promotions, such as brochures, TV commercials, announcement materials, etc.

Third, signboards, such as flags, various guidance signs, etc.

Fourth, transportation tools, such as transportation trucks, trailers, etc.

Fifth, product packaging, such as trademarks, wrapping paper, etc.

Sixth, employee uniforms, such as badges, work clothes, etc.

Seventh, architectural environment, such as exteriors, offices, etc.

Eighth, display ceremonies, etc., such as commemorative events, display environments, specialty stores, etc.

Determination of application element design and development strategy:

For a specific application element design project in a certain corporate image, its objective constraints and basis should be met before developing the design Make the necessary determinations to avoid the problem that although the design project is beautiful, it cannot be used:

First, the functional needs of the project.

Mainly refers to the basic conditions necessary to complete the finished product of the design project, such as shape, size specifications, material, color, production method and purpose, etc.

Second, legal restrictions on project use.

Regulations on environmental factors such as envelope specifications, signage instructions, etc.

Third, the needs of the nature of the industry.

Mainly refers to some conventional regulations or needs in the industry in which the enterprise operates, such as documents and packaging regulations for office supplies.

3. Development of specific application design projects

Contents:

1. Office supplies;

2. Packaging products;

3. Flag planning;

4. Employee uniforms;

5. Media logo style;

6. Advertising Signboard category;

7. Indoor and outdoor indication category;

8. Environmental style category;

9. Transportation category;

10. Display style category;

11. Store style category;

12. Others.

Office supplies

The project details include:

1. Business cards

2. Letter paper

3 , envelopes

4. Notes

5. Various types of briefcases

6. Information bags

7. Salary bags

8. File bag

9. Shared book

10. Quotation form

11. Various forms and accounts

< p>12. Various types of cards (such as invitation cards, birthday cards, Christmas cards, greeting cards)

13. Annual calendar, monthly calendar, calendar

14. Business diary

< p>15. Certificates, medals

16. Tea sets

17. Office facilities and other appliances (such as paperweights, pen holders, ballpoint pens, pencils, rain gear holders, staplers, fax machines etc.)

Main design elements:

The main design elements of office supplies generally include:

Corporate logo

Company name (full name or abbreviated)

Logo words

Standard words

Standard colors

Corporate styling

Symbolic graphics

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Corporate signature

Address, telephone number, telegram, telex, email address, postal code

Corporate slogan

Operation content

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Name of business supplies (such as "invitation", "contract")

Graphics, text, composition

Texture, production process, etc.

Packaging products

Packaging product project details:

1. Outer packaging box (large, medium, small),

2. Packaging box (large, Medium and small),

3. Packaging paper (single color, double color, special color),

4. Packaging bag (paper, plastic, cloth, leather and other materials), < /p>

5. Special packaging (referring to packaging for specific gifts, events, and promotions),

6. Container packaging (such as bottles, cans, plastics, metals, resins, etc. material),

7. Handbags (large, medium, small),

8. Sealing tape (wide, narrow),

9. Packaging stickers (large, medium, small),

10. Packaging seal (large, medium, small),

11. Packaging rope,

12. Product appearance,

13. Product trademark indication,

14. Product hangtag,

15. Product nameplate, etc.

Main design elements:

Packaging form:

Single piece design, complete set design, combination design, assembly design, etc.

Components:

Corporate signature (logo, standard fonts, standard colors, corporate shape, symbolic graphics, etc.),

Graphics (photography, illustrations, etc.) ,

Text (instructions for use, quality assurance, etc.),

Material (paper, plastic, metal, cloth, leather, etc.),

Structure,

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Production process, etc.

Flag planning category

Main project details:

1. Company flag (logo flag, name flag, corporate style flag)

2. Commemorative flag

3. Horizontal flag

4. Reward flag

5. Promotional flag

6. Celebration Flags

7. Themed flags, etc.

8. Various types of hanging flags are mostly used to enhance the environmental atmosphere, and combined with company flags with different contents, form a strong image recognition effect.

Basic design elements:

Corporate logo

Abbreviation of company name

Standard color

Corporate styling

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Advertising slogan

Brand name

Trademark

Graphic

Material (paper, cloth, metal, etc.)

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Employee uniforms

Main project details

1. Uniforms for male and female supervisory staff (second quarter)

2. Uniforms for male and female administrative staff (second quarter)

3. Uniforms for male and female service staff (second season)

4. Uniforms for male and female production staff (second season)

5. Uniforms for male and female store staff (second season)

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6. Men and women display staff uniforms (second season)

7. Male and female work staff uniforms (second season)

8. Male and female security staff uniforms (second season)

9. Uniforms for male and female cleaning staff (second season)

10. Uniforms for male and female support staff (second season)

11. Sportswear for men and women (second season)

12. Men's and women's sports jackets (second season)

13. Sports caps, shoes, socks, gloves;

14. Ties, tie clips, scarves, belts, and buttons;

15. Safety helmets, work hats, towels, and rain gear.

Main design elements:

The use of basic corporate visual elements, such as corporate logo, corporate name, standard colors, advertising slogans, etc.

The internal and external styling of the uniform ( Appearance, internal style, etc.)

Materials (such as simple and natural cotton and linen fabrics, solemn and straight woolen fabrics, gorgeous and elegant silk satin fabrics, etc.)

Uniform colors for different positions

Specialized clothing accessories such as buttons, ties, tie clips, zippers, belts, etc.

Media logo style category

Main project details:

< p>1. TV advertising trademark logo style;

2. Newspaper advertising trademark logo style

3. Magazine advertising trademark logo style;

4. Personnel recruitment Advertising trademark and logo style;

5. Corporate profile, trademark and logo style;

6. Advertising introduction, manual and trademark logo style;

7. Promotional POP, DM Advertising trademark style;

8. Poster trademark style;

9. Business card (reply letter) trademark style.

Media advertising category

Main project details:

1. Import internal and external advertising at all levels of CI;

2. Company profile , product catalog samples;

3. TV CF, newspapers, posters, magazine ads;

4. Direct mail DM ads, POP promotional ads;

5 , notices, solicitation orders, postcards, coupons and other printed materials;

6. Internal and external press releases;

7. Annual reports, statements;

8. Corporate publications (internal publicity, promotional newspapers).

Main design elements:

Corporate logo, abbreviation, symbolic graphics and other corporate signatures

Use of corporate color system

Media proportion Size, length, material (such as paper, neon lights, etc.)

Text, graphic images, sounds, lenses, light and shadow and their structural format

Indoor and outdoor signs

< p>Project details:

1. Signboard type:

2. Indoor and outdoor straight, pattern, and site signboards;

3. Building roof and floor signboards ;

4. Signboards under the arcade and on the cylinder surface of the arcade;

5. Hanging signboards;

6. Signboards behind the counter;

7. Enterprise location signboard (street sign);

8. Construction site gate, public works office, fence, street tree fence, and archway.

Indications:

Indoor and outdoor indication systems;

1. Symbol indication system (including prohibited instructions and public environmental instructions); < /p>

2. Agency and department signs;

3. General regional signboards;

4. Sub-regional signboards;

5. Logo Sexual building murals and sculptures.

Environmental style category

Project details:

1. Main building exterior style;

2. Building interior space decoration style;

3. Gate entrance design style;

4. Interior image wall;

5. Factory exterior color band;

6 , glass door ribbon style;

7. Wall design behind the counter;

8. Bulletin board, indoor spiritual slogan wall;

9. Environmental color Sign;

10. Step mat;

11. Ashtray, trash can;

12. Employee locker;

13. Indoor decoration plant style.

Transportation tools

1. Business tools, such as service cars, jeeps, passenger and cargo vehicles, exhibition vehicles, mobile shops, ships, etc.

2. Transportation tools, such as buses, minibuses, large and small trucks, container trucks, tool trucks, flatbed trucks, bicycles, cargo ships, passenger ships, yachts, airplanes, etc.

3. Operation tools, such as cranes, bulldozers, lifts, tractors, trailers, public sweepers, garbage trucks, ambulances, fire trucks, and television broadcast trucks wait.

Main design elements:

Corporate logo

Brand logo

Standard font

Corporate shape

Symbolic patterns and their combination, position, proportion, size, production process, etc.

Display style category

Project details:

1. Exhibition venue design ;

2. Window design;

3. Exhibition board shape;

4. Product display rack, display stand, display stand;

5. Display visit instructions;

6. Stage design;

7. Lighting planning;

8. Color planning;

9. Trademarks and brand names indicate style;

10. Styles of chairs, tables, sofas, etc.

Main design elements:

Corporate logo

Standard fonts

Standard colors

Text

Graphics

Corporate styling

Spatial structure

Lighting

Materials

Exhibits

Audio and video, etc.

Store identification style

Specialty store identification planning:

First, the preparation stage.

Propose a schedule for the entire identity design, list relevant matters you need to know, creative design plans and simple instructions, collect various information, and formulate plans required for store identity, etc.

Second, the design stage.

Based on the information prepared in the previous stage, formulate the floor plan and elevations and transparent drawings of each part; formulate the furniture style, color plan and material plan.

Third, prepare a specification manual.

Produce detailed floor plans, three-dimensional views, sectional views and partial drawings;

Lighting configuration planning and description;

Furniture configuration plan;

Construction specification drawing;

Construction specification description.

Project details:

1. Plan, three-dimensional and construction drawings of each space area;

2. Planning of various materials;

3. Color style of each space area;

4. Functional equipment planning (such as water, electricity, lighting, etc.);

5. Environmental facility planning (such as counters, tables, chairs and other furniture, Potted plants, trash cans, ashtrays and other environmental styles, various cabinets);

6. Store clerk clothing style, indoor and outdoor advertising sign shapes;

7. In-store and outdoor signs; < /p>

8. Product display (such as product display stands, promotion stands, price tags, category tags, store cards, catalog racks, brand light boxes, etc.).

4. Compilation of VI visual identity manual

Design manual structure system

First, the interpretation of concepts.

Such as CI concept, design concept, composition and content description of the design system.

Second, the provisions of basic design projects.

Mainly includes conceptual descriptions and usage specifications for each design project. Such as the meaning and positioning of the corporate logo, the regulations on monochrome or color expression, instructions and precautions for use, the development purpose and scope of use of logo changes, specific examples of prohibited use, etc.

Third, apply the regulations of the design project.

It mainly includes the design development standards, usage specifications and styles, construction requirements and specification details of each design project. Such as the fonts, colors and production techniques of office supplies.

Design Manual Preparation Form

First, the basic design project regulations and applied design project regulations are compiled and bound into one volume according to certain rules, mostly in loose-leaf form to facilitate additions.

Second, the basic design project regulations and applied design project regulations are compiled separately and bound into volumes, usually in the form of loose-leaf and catalogues.

Thirdly, application design projects will be compiled into separate volumes according to different organizations (such as branches) or media categories of the enterprise for easy use. The specific content of the design manual

First, the introduction.

Such as the leader’s speech, corporate philosophy system description and image concept elaboration, the purpose and background of introducing CI, the usage method and requirements of the manual.

Second, the basic design project and its combined system part.

Such as the representation of basic elements, variant design, etc.

Third, the application design project part.

Fourth, the sample part of the main design elements.

Such as logo printing samples or dry glue, standard color chips, etc.