What does enterprise VI series mean?

VI is the full name of Visual Identity, that is, the visual design of corporate VI, which is an important part of SiXiao (CIS, Corporate Identity System). 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.

the significance of importing VI system design for enterprises

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, and their invincible position in the competition 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.

basic elements of p>VI system vision design

corporate logo

corporate logo can be divided into corporate logo and commodity logo.

Characteristics of corporate logo:

First, it is recognizable.

second, it is systematic.

third, unity.

fourth, visualization.

fifth, the times.

Work flow of enterprise logo design:

Investigate the actual state of enterprise management and analyze the present situation of enterprise visual design, which specifically includes the following situations:

First, the spiritual connotation of enterprise concept and the overall development plan of enterprise.

secondly, the business scope, commodity characteristics and service nature of the enterprise.

thirdly, the marketing status and market share of enterprises.

fourthly, the visibility and reputation of the enterprise.

fifthly, the expectations of business operators for the whole image strategy and visual recognition style.

sixth, the current situation of the relevant competitors of the enterprise and the characteristics of the industry.

1. Establish a clear concept.

2. Specific design performance.

3. Careful marking operation:

First, careful marking details.

Secondly, the sign form is digitized:

First, it is gridded,

Second, it is proportional size sign method,

Third, it is arc angle sign method.

thirdly, the diversity of logo forms:

the change of line thickness;

the change of sign and shape;

the change of color and black and white;

various changes of points, lines and surfaces (such as hollow bodies, reticulate patterns, points into surfaces, lines into surfaces, etc.);

corresponding to the morphological changes of different media;

reduce or enlarge the morphological changes.

enterprise standard word

enterprise standard word is a font which is a whole combination of enterprise name, enterprise trademark abbreviation, activity theme, advertising language, etc.

Characteristics of enterprise standard words:

First, recognition.

base two, readability.

third, design.

fourthly, it is systematic.

types of enterprise standard words:

first, enterprise name standard words.

second, the standard word of product or trademark name.

thirdly, the logo font.

fourthly, the standard words of advertising activities.

enterprise naming or renaming:

There are the following situations in the enterprise renaming scheme:

First, the company name is completely changed, including basic visual elements such as existing standard characters and standard colors.

secondly, the company name is partially changed or simplified, and new standard words and colors are introduced.

third, phased change.

fourthly, unify the enterprise name and trademark brand name.

fifthly, under the premise that the standard words and colors of enterprise names remain unchanged, we should develop different forms to adapt to different occasions according to different usage occasions, so as to achieve the feeling of form change.

standard character drawing method:

there are two methods commonly used in standard character drawing method:

first, grid representation.

second, direct marking method.

enterprise standard color

enterprise standard color refers to the color that the enterprise sets to reflect the unique spiritual concept, organization, operation content, marketing and style of the enterprise through the visual perception of color.

Development and setting of standard colors:

Investigation and analysis stage:

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

second, the image analysis of the public's understanding of the existing color of the enterprise.

thirdly, the use of standard colors in competitive enterprises is analyzed.

fourthly, the image analysis of the public's understanding of the standard color of competitive enterprises.

Fifthly, the relationship between enterprise nature and standard color is analyzed.

Sixthly, the market expectation analysis of enterprise standard color.

Seventh, analysis of taboo colors such as religion, nationality and regional habits.

Concept setting stage:

Active, healthy and warm (such as red);

harmonious, warm and willful (such as orange);

bright, hopeful, frivolous, etc. (such as yellow);

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

honest, rational, negative, etc. (such as blue);

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

heavy, classical, horrible, etc. (such as black);

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

ordinary, modest, neutral, etc (such as gray).

Color image stage:

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

Simulation test stage:

First, psychological investigation such as association of color concrete objects, association of abstract feelings and hobbies.

Secondly, the physiological effects of color visual perception, memory and attention are tested.

thirdly, the analysis and evaluation of technology, material, economy and other physical factors in the implementation of color production.

color management stage:

this stage is mainly to standardize the use of enterprise standard colors, such as color symbols and printing color values.

Implementation supervision stage:

Examination and approval of standard colors made of different materials;

carry out color correction for printing proofing;

evaluate the color of goods;

data collection and arrangement of other usage conditions.

auxiliary graphics

auxiliary graphics are auxiliary visual elements in the enterprise identification system, which include the design of enterprise modeling, symbolic patterns and layout.

1. Design and application of corporate modeling (also known as business role or mascot, business logo painting):

Corporate modeling is a cartoon-like figure, animal, plant, landscape or other inanimate objects designed to strengthen and highlight the personality characteristics of an enterprise or product as a concrete symbol of the enterprise.

Application of corporate modeling:

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

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

thirdly, outdoor advertisements and POP advertisements, such as street signs and car bodies.

fourthly, the packaging of corporate public relations articles and commodities, such as gifts, etc.

2. The design composition of corporate symbolic graphics:

Symbolic graphics are not a purely decorative library case, but an extension of corporate basic visual elements.

The design theme of corporate symbol graphics:

First, the modeling of corporate logo is the development matrix.

secondly, take the meaning of corporate logo or corporate philosophy as the development matrix.

3. Layout design:

A general layout includes three parts: the top, the center and the foot. The layout elements include the combination of basic elements in the visual identification system, text (words and pictures), corporate modeling, etc. They are located in different positions of the layout.

There are two ways to express the structure of a layout:

First, direct marking.

secondly, the symbol marking method.

Combination mode of basic elements of enterprise visual identity

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

First, the target is separated from its background or surrounding elements, and the set space is the minimum specified value.

secondly, the scale, spacing direction and positional relationship between the corporate logo and other elements.

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

First, the combination of logo and Chinese name or abbreviation of enterprise;

the second is the combination of logo and brand name;

the third is the combination of the logo and the full name or abbreviated name of the enterprise in English;

the fourth is the combination of logo and enterprise name or brand name and enterprise selection;

Fifth, the combination of logo and enterprise name or brand name, enterprise propaganda slogan, advertising language, etc.

the sixth is the combination of the logo and the information such as the name, address and telephone number of the enterprise.

It is forbidden to combine specifications:

First, other modeling symbols are added to the combination of specifications.

secondly, the size, advertisement, color and position of the basic elements in the normative combination have changed.

thirdly, the basic elements are treated outside the specification, such as framing, three-dimensional and network-marking.

fourthly, the standard combination has been changed in pitch, font deformation, flattening, oblique direction, etc.

private fonts

private fonts include existing standard fonts and designated fonts.

standard font:

it is often used for enterprise names, commodity names, trademark names, etc.

designated font:

commonly used for department name, facility name, branch name and its address, advertising content, official documents, etc.

Matters needing attention in designing and selecting special fonts:

First, investigate and sort out the use scope, purpose and usage of special fonts.

secondly, when choosing a designated font, we should consider the coordination with the styles of basic elements such as logos and standard fonts.

Thirdly, the types of selected fonts, the combined forms and methods of characters should be regular, and a readable, reproducible and recognizable character system should be formed.

preparation for the design of visual application elements of p>VI system

investigation on the current situation of application elements

collection and classification of current application elements:

the collection of existing application elements mainly focuses on the following items:

first, business supplies, such as business cards and various documents.

secondly, advertising promotion, such as brochures, TV advertisements, announcement materials, etc.

thirdly, identify signboards, such as flags and various guiding signs.

fourthly, transportation tools, such as trucks and trailers.

fifth, commodity packaging, such as trademarks, wrapping paper, etc.

sixth, employee uniforms, such as badges and work clothes.

Seventh, the category of building environment, such as appearance, office, etc.

Eighth, exhibition ceremony, such as commemorative activities, exhibition environment, specialty stores, etc.

Determination of development strategy of application factor design:

For a specific application factor design project in a corporate image, before developing the design, necessary determination should be made on its objective constraints and basis to avoid the problem that the design project is beautiful but can't 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, material, color, production method and use. Second, the legal restrictions on the use of the project.

laws and regulations on environmental factors such as specifications of envelopes and signboards.

third, the need of the nature of the industry.

it mainly refers to some established regulations or needs in the industry where the enterprise is located, such as documents and packaging regulations in transactional supplies.

expansion of specific application design projects of p>VI system

Contents:

1. Transaction supplies;

2. Category of packaging products;

3. Flag planning category;

4. Employee uniforms;

5. Media logo style category;

6. Advertising signs;

7, indoor and outdoor indicators;

8. Environmental style category;

9. Transportation;

1. Display style category;

11. Specialty store style category;

12. Others.

for the category of business supplies

, the project details include:

1, business card

2, writing paper

3, envelope

4, memo

5, various types of briefcase

6, information kit

7, salary bag

8 and file bag. Calendar

14, business diary

15, certificate of merit, medal

16, tea set

17, office facilities and other appliances (such as paperweights, pen holders, ballpoint pens, pencils, rain gear racks, staplers, Fax machine, etc.)

Main design elements:

The main design elements of business supplies generally include:

corporate logo

corporate name (full name or abbreviation)

logo word

standard word

standard color

corporate modeling

symbolic graphics

corporate signature

address. Postal code

enterprise slogan

business content

name of business supplies (such as "invitation" and "contract")

graphics, characters, composition

texture, manufacturing technology, etc.

packaging products

Project details:

1. Outer packaging boxes (large and large)

4. Packaging bags (paper, plastic, cloth, leather and other materials),

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

6. Container packaging (such as bottles, cans, plastic, metal, resin and other materials),

7. Handbags.

11, rope for packaging,

12, product appearance,

13, product trademark representation,

14, product tag,

15, product nameplate, etc.

main design elements:

packaging form:

single design, complete design, combined design, assembly design, etc.

components:

corporate signature (logo, standard font, standard color, corporate modeling, symbolic graphics, etc.),

graphics (photography, illustrations, etc.),

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

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

flag planning category

main project details:

1. company flag (logo flag, name flag and corporate modeling flag)

2. commemorative flag

3. horizontal flag

4. reward flag

5. promotion flag

6. celebration flag

.

8. All kinds of hanging flags are mostly used for rendering environment.