What are the requirements for marking papers?

Investigation and analysis of 1. logo design

Trademark and logo logo logo design is not only a combination of graphics or words, but also a standard visual symbol formed by an enterprise according to its structure, industry category and business philosophy, and fully considering the objects contacted by the logo and the application environment. Before the design, we must first have a comprehensive and in-depth understanding of the enterprise, including aesthetic feeling, business strategy, market analysis and the basic wishes of the top leaders of the enterprise, which are all important basis for the design and development of the logo. Understanding competitors is also an important step, and the important function of logo design, namely recognition, is based on a full grasp of the competitive environment.

2. Mining logo design elements

Factor mining is the further preparation for design and development. Through the analysis of the survey results, the structural type and color orientation of the logo are extracted, the spirit and characteristics of the logo are listed, the relevant graphic elements are excavated, and the direction of logo design is found, so that the design work is targeted, rather than the combination of aimless words and graphics.

3. Logo design and development

With a comprehensive understanding of the enterprise and a full grasp of the design elements, we can carry out design and development work from different angles and directions. Through the designer's understanding of the logo, give full play to his imagination and use different expressions to integrate design elements into the design. Logo must have profound meaning, obvious characteristics, atmospheric shape and stable structure, suitable for enterprises, and avoid stereotypes or popularization. Different signs reflect different emphases or features. After discussion, analysis or modification, find out the logo suitable for the enterprise.

4. Revision of logo design

The logo determined in the proposal stage may not be perfect in detail. After revising the standard drawing, size correction, black and white application and line application of the logo, the use of the logo will be more standardized, and the characteristics and structure of the logo will not be lost when used in different environments, so as to achieve unified, orderly and standardized communication.

The concept of CI design

Definition of CI design

The definition of CIS is Corporate Identity System, and English is "corporate identity system", or CI for short. He is aiming at the management situation of the enterprise and the competitive environment in the market, as well as the implementation of the strategy formulated to make the enterprise stand out from the competition. CI is divided into three parts: MI (mental identity), BI (behavioral identity) and VI (visual identity), which complement each other. Enterprises need to determine the core business philosophy, market positioning and long-term development strategy, which is the leading idea of enterprise development and the fundamental foundation of BI and VI development. MI is not groundless, it should be formulated and implemented through careful analysis of the market and careful observation of the competitive environment, combined with the current situation of enterprises.

The origin of CI design

CI has existed since ancient times, but in modern times, with the continuous development of market economy and the increasing competition among enterprises, in order to effectively control the transmission of enterprise information in the process of operation, enterprises have gradually formed a perfect CIS system. From 65438 to 0955, IBM took the lead in bringing enterprise identification system into enterprise reform as a management method, and carried out a series of business design actions different from other companies. In the 1970s, with the increasing frequency of commercial activities around the world, the ci style swept the world, which was successfully applied in Japan and gradually formed its own unique style. In the early 1980s, CI landed in China, and some visionary business leaders took the lead in introducing the identification system. The earliest "Sun God" to "Konka" and "Haier" all established a good image of the enterprise through CI design and became the earliest beneficiaries.

The way of CI design import

Newly-established enterprises with strong strength suggest importing CIS system directly, and through careful and complete planning, determine market positioning, implement standards and standard visual norms, so that mature enterprises that have been operating for many years at the beginning of their establishment can basically establish market positioning and development direction, and companies can also coordinate with each other. Only by introducing VI visual identification system, integrating and utilizing the original resources, complementing each other's advantages, giving full play to the advantages of enterprises, gaining recognition from employees internally and establishing corporate image externally, can it be possible. According to the import order, it can be divided into the following ways: rice-ratio-six ratio-rice-six ratio-rice-six ratio-bimi.

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Vi design

VI application elements

This includes all visual communication objects and is a huge system, which generally includes the following 10 aspects:

Office affairs system

This part has strict regulations on the layout, specifications, materials and manufacturing technology of office supplies, which forms the unique solemnity, completeness and accuracy of office supplies, and also shows the high concentration of modern office and the offensive of strong corporate culture infiltrating and spreading 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 ..."

Definition of VI

VI (visual identification), translated as visual identification, is the most communicative and infectious level in CIS system.

83% of the external information people perceive 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, and spread them directly at the widest level with extremely rich and diverse application forms.

Scientific design and good visual recognition are the shortcut ways to spread business philosophy, establish corporate visibility and shape corporate image.

VI Application Element System Design Table

1. Hotel project

Furniture, ashtray, cushion, tableware, customer stationery, etc. Commodities and packaging

Commodity packaging design, wrapping paper, packaging box, packaging box, badge, envelope, seal, label, adhesive tape, label, etc.

2. Symbolic classes

Company name signboard, architectural appearance, signboard, outdoor lighting, neon lights, entrance and exit instructions, window display, movable signboard, road sign, memorial building, various signboards, and various commercial signboards and signs used by dealers.

3. Bill category

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

4. Stationery

Special stationery, notes, envelopes, official documents, file bags, letters of introduction, etc.

5. Clothing category

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

Stocks, annual reports, company lists, investigation reports, self-run newspapers and periodicals, company resumes, profiles, awards, etc.

6. Category of mass communication

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

7.SP class

Product brochures, advertising leaflets, exhibition layout, public relations magazines, promotional materials, audio-visual materials, seasonal greeting cards, postcards and various POPs.

8. Transportation

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

9. Document categories

Badges, armbands, business cards, ID cards, company flags

Basic principles of VI design

VI design is not a mechanical symbolic operation, but a vivid expression with MI as its connotation. Therefore, VI design should reflect the business philosophy of enterprises from multiple angles and in all directions.

Principle of unified style

The principle of strengthening visual impact

Emphasize the principle of humanization

The principle of strengthening national individuality and respecting national customs

Principle of enforceability

VI design is not a designer's whimsy, but needs strong feasibility. If the implementation is too troublesome, or the implementation is affected by high cost, even the best VI will become a castle in the air because it is difficult to implement.

The principle of conforming to the aesthetic law

The principle of strict management

VI system is complicated. Therefore, in the implementation process over the years, we should pay full attention to the arbitrariness of various implementation departments or personnel, and strictly follow the provisions of the VI manual to ensure that they do not go out of shape.

Basic program of VI design

VI design procedures can be roughly divided into the following four stages:

Preparatory cutting

Establish VI design team

Understand and digest MI, and determine the basic form that runs through VI.

Collect relevant information for comparison.

The preparation of VI design should start with the establishment of a special working group, composed of people with their own strengths. The number is small, but it is lean and pragmatic. Generally speaking, it should be held by the senior person in charge of the enterprise. Because this person has a more thorough understanding of the enterprise's own situation than ordinary managers and designers, and has a stronger macro-grasp ability. 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.

Design and development stage

Basic element design

Application element design

After the establishment of VI design team, we should 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 everything is ready, the VI design team can enter the specific design stage.

Feedback correction stage

Investigate and correct feedback

Modify and finalize the design

After the VI design is basically finalized, a large-scale investigation is needed to test the details of VI design through the feedback of a certain number of respondents at different levels.

Write VI manual

The compilation of VI manual is the last stage of VI design.

Basic element design of VI logo design

Marks are divided into enterprise marks and product marks.

Signs; emblem

Enterprise logo is the logo of the entity engaged in production and business activities, and product logo is the logo of the products produced by the enterprise, also called trademark.

Characteristics of enterprise logo

Unique and distinctive recognition is the primary feature of corporate logo.

Symbolism of spiritual connotation is the essential feature of corporate logo.

Conforming to aesthetic modeling is an important feature of corporate logo.

Extensibility in implementation is an essential feature of enterprise logo.

Signs have a wide range of applications, so the design of signs should consider the expression effects of plane, three-dimensional and different materials. Some signs are beautiful in design, but complicated and expensive, which inevitably limits the wide and convenient application of signs.

Enterprise logo should have the color of the times

In the process of logo design, we should fully consider the color of the times, and modify it randomly according to the situation in the future implementation process.

Design principles of enterprise logo

From the perspective of modeling, signs can be divided into two types: concrete and abstract. There are three types of concrete abstract combinations.

On the basis of concrete images (mostly physical graphics), through various modifications such as simplification, generalization and exaggeration, the image logo is designed and issued. Its advantage lies in the intuitive expression of visual characteristics, which makes people clear at a glance.

Abstract logo is a logo designed with modeling elements such as point, line, surface and body. It breaks through the bondage of concreteness, has a large space for modeling effect, and can produce strong visual stimulation, but it is easy to produce uncertainty in understanding. For example, the logo of Mitsubishi Corporation of Japan.

The combination of concrete and abstract logo is the most common. Because it combines the advantages of concrete and abstract logo design types, its expression effect is particularly outstanding.

No matter what form of logo design, we should follow the following principles.

Logo design should reflect the business philosophy of the enterprise and highlight the corporate image.

Logo design should combine the industry characteristics and product characteristics of enterprises.

Logo design should conform to the aesthetic characteristics of the times.

Basic Element Design of VI —— Standard Character Design

Standard character design refers to the creative design of enterprise (product) names to form a combination with unique style and outstanding personality.

First, the characteristics of standard Chinese characters

Recognition is a common feature of standard words.

Because the standard word represents a specific corporate image, it must have a unique overall style and distinctive personality characteristics, so that the enterprise it represents can stand out from many comparable objects and be unforgettable.

Readability is the basic feature of standard characters.

Modeling is the key feature of standard characters.

Seriality is the application feature of standard word design, that is, there should be a series of standard words with the same style, which are suitable for various occasions.

Second, the design steps of standard Chinese characters

Determine the overall style

An enterprise should have its own internal style different from other enterprises, and different font shapes and combination forms also have their own internal style characteristics, so as to find the organic connection between them.

Conceive a basic model

Static visual error

Common illusions and corrections

Chinese characters are square, but in actual visual effect, slightly longer Chinese characters look more beautiful than regular squares. This is because there are many people standing up and down the frame structure of Chinese characters, and only some strokes are supported on the left and right, and more horizontal and less vertical also enhance the sense of height of Chinese characters. Therefore, words written according to squares of the same size are likely to be uneven and of different sizes.

VI basic design project

1, corporate logo design

Enterprise logo and logo creative description

Marking ink draft

Logo highlight renderings

Symbol standardization drawing

Marked grid coordinate diagram

Mark reserved space and minimum scale limit

Logo specific color effect display

2, enterprise standard font

Chinese font of enterprise full name

Chinese font of enterprise abbreviation

Chinese font grid coordinate map of enterprise full name

Chinese font grid coordinate map for enterprise abbreviation

Enterprise full name English font

English font of enterprise abbreviation

English font grid coordinate map of enterprise full name

English font grid coordinate diagram of enterprise abbreviation

3, enterprise standard color (color plan)

Enterprise standard color (printing color)

Auxiliary color series

Color recognition of subordinate industries

Provisions on the use of background color

Special table for color combination

Chromaticity and hue of background color.

4, corporate modeling (mascot)

Color sketch and modeling description of mascots

Mascot three-dimensional renderings

Basic dynamic modeling of mascots

Specification for monochrome printing of enterprise mascot modeling

Specification for the deployment and use of mascots

5, corporate logo graphics

Symbol graphics color manuscript (unit graphics)

Sketch of symbolic graphics extension effect

Symbolic graphics use code

Code for combination of symbols and graphics

6, enterprise-specific printing fonts

Enterprise special printing font

7 basic elements combination specification

Various patterns of combination of symbols and standard language

Logo and symbol graphics combine multiple modes.

The logo mascot combines a variety of patterns.

Signs are combined with standard characters, symbolic figures and mascots in various ways.

Basic elements prohibit the combination of multiple patterns.

VI application design project

1, office supplies design

Senior executive business card

Business card of intermediate supervisor

Employee business card

envelope

Domestic envelope

International envelope

large envelope

writing paper

Household stationery

International stationery

Special stationery

pay attention to

Fax paper

cheque holder

Contract editing

Standard form of contract

tray

pay packet

Identity card (work permit)

Temporary work permit

get through

Working notebook

FOLDER

documents pouch

Document cover

Document paper

Official letter paper

memorandum

communiqué

monument

file header

Specification for vertical and horizontal tables

Telephone records

office stationery

Letter of appointment

Job opportunities

A certificate/certificate

public notice

Maintain the layout of the cover page and inner page of the website.

Layout of cover and inner page of product manual

timecard

go on vacation

cardcase

Business card desk

Desk sign

Timely marking

suggestion box

Manuscript box

Company badge

paper cup

Teacups and coasters

Office pens and penholders

notebook

notebook

Briefcase

Address list

Property number plate

certificate of training

Flag seat modeling of national flag, enterprise flag and mascot

put up flags

Roof flag

Vertical flag

Table mark

2, the public * * * relationship gift design

greeting card

Special invitation

Invitations and envelopes

handbag

wrapping paper

key card

Mouse pad

Calendar layout specification

Layout specification of desk calendar

Calendar card layout specification

Postcard layout specification

Small gift box

Gift supply

Identification umbrella

3, staff clothing, dress code

Manager's Men's Wear (suit \ white collar \ tie \ tie clip)

Manager's Women's Wear (Skirt \ Western Gift Dress \ Tie \ Chest)

Chunqiu shirt (short sleeve)

Spring and Autumn Shirt (Long Sleeve)

Men's wear for employees (suit \ blue collar shirt \ vest)

Women's clothing for employees (skirt \ suit \ tie \ brooch)

Winter cold-proof overalls

Jacket

Sportswear, sports hat, T-shirt (cultural shirt)

Clothing for field personnel

helmet

helmet

4, enterprise car body design

servicer

A van/minibus

Ordinary bus

Large transport truck

Small transport van

Pallet carrier

Special vehicle type

5. Symbolic indication system

The appearance of enterprise gate

Appearance of enterprise workshop

Schematic diagram of office building

Building outdoor signboard

Company name signboard

Company name marble slope treatment

Movable signboard

Company organization plan

Gate entrance indication

Glass door

Floor sign

guide sign

Public facilities identification

Bulletin board

Code for setting building signs in production areas

On-site road guide card

Site signpost

Site sign

Welcome poster

Outdoor field light box

Parking area sign

On-site road guide card

Workshop signs and ground guide lines

Workshop signs and ground guide lines

Specification for house number of production workshop

Vertical number of branches and factories

Number plate (house)

Production area plan

Production area indicator

Reception and background board

Slogan sign of indoor enterprise spirit

Warning decorative tape for glass doors and windows

Workshop indoor sign

warning signal

Indicative energy symbols for public areas

Company internal access instructions

Departmental working group description

Description of internal operation flow

Exit/entrance planning of each business room

6, sales storefront identification system

Small sales storefront

Large sales storefront

Horizontal, vertical and square signboard of storefront

Layout specification of shopping guide flow chart

In-store background board (image wall)

Shop stall

Accessories cabinets and shelves

Shop light box

Vertical wall lamp box

data frames

garbage can

Indoor climate

7, enterprise commodity packaging identification system

Large cargo transport packaging

Outer packing box (wood, paper)

Commodity series packaging

Gift box packaging

wrapping paper

Accessories packaging carton

certificate

Product identification card

storage card

Guarantee card

Quality notification layout specification

Specification layout specification

seal gum

Conference service supplies

8, enterprise advertising specification

Television advertising logo freeze-frame

Layout specification of newspaper advertising series (full page, half page, banner)

Magazine advertising specification

Poster layout specification

Series theme poster

Specification for layout of large street signs

Specification for light box advertising

Specification for bus body advertising

Advertising specification for double-deck car body

T-shirt advertisement

Specification for horizontal and vertical banner advertisements

Advertising specification for large hydrogen balloons

Performance effect of neon red light sign

Direct mail DM publicity page layout

Paper cups for advertising and promotion

Triple layout specification of direct mail advertisement

Cover and layout specifications of company brochures

Code for design of annual report cover

Code for design of front cover and back cover of leaflets

Product single page specification

Specification for folding publicity cards 7

Web page layout specification

Specification for classified web page layout

Specification for CD cover

Qingtian light box advertising brochure

Wall advertisement

Advertising specification for roof light box

Night view effect of outdoor signs

Specification for exhibition board display

Specification for counter vertical POP advertising

Site-based POP specification

Pause POP specification

Specification for layout of product technical data description

Technical specification of products

Street sign advertising format

9. Exhibition indication system

Standard booth and exhibition board form

Schematic diagram of special booth

Standard booth specifications

Sample pavilion

Sample display board

Product description board

data frames

Conference service supplies

10, recycling tool

Color ticket sample standard color

Auxiliary color of color ticket sample

Standard combination form

Symbolic pattern sample

Example of mascot modeling

Font expression should adapt to the spirit of text content

Each font has its own expression. For example, bold has a striking and serious feeling, while old Song and regular script have dignified and straightforward expressions; Imitation of Song Dynasty and running script have a delicate and free interest; The style of seal script is luxurious and simple, and the pattern of Latin letters is equivalent to the left seal script of Chinese characters, which has a sense of luxury and simplicity; Printing is equivalent to regular script in old Song style, which has a dignified and clear feeling. Calligraphy is equivalent to imitating Song, Line and Grass, and its posture is relaxed and lively. Therefore, when choosing a font as the keynote of designing artistic writing, it should be based on the spirit of the writing content. Only in this way can the appearance be consistent and the greatest function of text appeal be exerted. As for the form of change, you can stick to one pattern and ensure that the strokes are long, thin and straight. "The author can adjust freely, as long as he changes according to the inherent structure of the characters, and even further strengthen his decorative significance and beautify it according to perspective, stereoscopic projection and hollow change.

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.

Detailed explanation of VI design content

VI design is the unification of all kinds of visual information communication forms, a concrete and visual communication form, and an 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: VI basic elements.

Including logo, logo standard word, logo standard color, logo standard combination and other basic design projects, these projects are the core part of corporate image logo design. Only by strictly implementing the design standards can the design continuously enhance its image in the future and realize the consistency of communication.

Logo is the symbol of an organization and the core of VI design. Signs should have a high degree of international and artistic connotation, while avoiding duplication or plagiarism.