What are the components of restaurant vi design?

The basic element system of VI design strictly stipulates signs, Chinese and English characters, standard colors, restaurant symbol patterns and their combination forms, which fundamentally standardizes the basic visual elements of restaurants. The basic element system is the core part of restaurant image, including restaurant name, restaurant logo, restaurant standard text, standard color, symbol pattern, group and application, restaurant slogan and so on.

Restaurant name

Restaurant name is closely related to restaurant image, which is the premise of CIS design. It uses words to express identification elements. The determination of restaurant name must reflect the restaurant's management concept and embody the restaurant concept; It should be unique, loud and easy to read, and pay attention to homophonic meanings to avoid causing bad ideals. The words of names should be concise and clear, at the same time, we should pay attention to internationality, adapt to the pronunciation of foreigners, and avoid making wrong associations in foreign languages. The name of the restaurant that expresses or implies the image of the restaurant and goods should be consistent with the trademark, especially the brand it represents, and the well-known goods in the market can also be used as the name of the restaurant. The determination of restaurant name should not only consider tradition, but also have the characteristics of the times.

Restaurant sign

Restaurant logo is the logo of a specific restaurant and the core foundation of CIS design system. The restaurant logo conveys the idea, content, product characteristics and other information of the restaurant through simple modeling and vivid image. Logo design should not only have strong visual impact, but also express unique personality and sense of the times, and must be widely adapted to the production of various media, materials and supplies. Its manifestations can be divided into: 1. Graphic expression (including reproduced graphics, symbolic graphics and geometric graphics); 2 written expression (including the combination of Chinese and foreign characters and Arabic numerals); 3. Comprehensive performance (including graphic combination) in three aspects. Restaurant logo should be applied in the form of CI design, with a fixed standard prototype. When it is opened, a standard scale diagram must be drawn, and accurate numerical values such as the outline, lines and distance of the logo must be expressed. Its drawing can adopt grid marking method and multi-arc angle marking scale marking, so that the marking can be accurately described and copied when it is enlarged or reduced.

Restaurant standard word

The standard fonts in restaurants include Chinese, English or other characters. The standard font is designed according to the restaurant name, restaurant brand name and restaurant address. The selection of standard fonts should be clearly descriptive, directly convey the names of restaurants and brands, and enhance the image and brand appeal of restaurants. According to different purposes, the font can be determined by the full name or abbreviation of the restaurant. Font design requires that the font be correct, beautiful and easy to read, and the line thickness and stroke structure of the font should be as clear, simplified and decorative as possible. In the design, we should consider the coordination and unity of the combination of fonts and logos, carefully plan the spacing and modeling, and pay attention to the systematicness and extensibility of fonts to adapt to the production of various media and different materials and the application of various items. The strokes, structure and font design of standard fonts in restaurants can also reflect the spirit, business philosophy and product characteristics of restaurants. The standard drawing method is to arrange standard fonts into suitable squares or diagonal squares, and display the positional relationship of fonts such as height, width, size and angle.

Standard color

The standard color of the restaurant is used to symbolize the established color of the restaurant, which is suitable for all media in the visual identity design. Through the emotional stimulation of color to psychological reaction, the restaurant's business philosophy and product content characteristics are displayed, and the restaurant's attributes and emotions are reflected. Standard color has a strong recognition function in visual recognition symbols. The determination of restaurant standard color should be based on the attributes of catering industry, highlight the differences between restaurants and peers, and create unique color effects. The choice of standard color is based on international standard color, and it is not advisable to use too many standard colors in restaurants, generally no more than three colors.