On the basic elements of VI design

The design content of VI is divided into two parts: basic elements and application elements:

VI basic elements include logo, standard words, standard colors, standard combinations and other basic design projects, which are the core part of corporate image. Only by strictly implementing the design standards can we continuously improve our image in the future and realize the consistency of communication. Logo is the symbol of an organization and the core of VI. Signs should have a high degree of international and artistic connotation, while avoiding duplication or plagiarism.

VI Application Elements This includes all visual communication objects, and it is a huge system, generally including the following aspects: 10: The office system strictly stipulates the layout, specifications, materials and manufacturing technology of office supplies, which forms the unique seriousness, integrity and accuracy of office supplies, and also shows the high concentration of modern office and the aggressive infiltration and diffusion of strong corporate culture 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 ... Brand VI is different from enterprise VI. First of all, the target audience is very different: enterprise VI is mainly aimed at minority groups who directly deal with enterprises, such as distributors, suppliers, government agencies and so on. The main targets of brand VI are consumers and the public. More importantly, the effective contact radius is different: the first thing that enterprises VI and CI need to solve is direct minority contact, which is closer, but the face-to-face contact area is limited after all; What brands VI and CI want to solve is indirect public contact, and the relationship is looser but the effect is wider. Brand VI and enterprise VI are very different in "effective radius" and market function. Relevant applications of enterprise VI, such as business cards, office supplies, office environment, etc., are only open to subordinate units. Except for individual consumers and the surrounding people, most consumers have almost never been exposed to the internal environment of the enterprise. It is impossible for consumers to come into contact with a factory like a garden or a factory like a family workshop. Consumers pay more attention to brand image and quality assurance brought by strong brands. For example, the Nike brand is entrusted to enterprises all over the world for processing, and consumers recognize the Nike brand, not the processing enterprise. Therefore, we should attach importance to both brand image and corporate image. In addition to introducing enterprise CI and VI, we should also introduce brand CI and VI. Hearing this, some people may whisper, "There will always be endless things to do! "Yes, business and marketing are' tedious'. There seems to be "thousands" of things waiting for you to do, and no one can do more. Brand is different from enterprise, but it doesn't mean that brand has nothing to do with enterprise. In fact, the enterprise is the internal environment where the brand exists, and the VI decoration of the enterprise is like the internal decoration of furniture; The brand seems to be a member of this family, and what represents his personal image is his clothes. People who are away from home have no chance to touch his residence at all. To exaggerate, for example, just doing corporate VI instead of brand VI, just like a person with luxurious and exquisite bedroom decoration, walking down the street in sloppy clothes, even unkempt like a tramp. Key points of brand VI design The core of corporate image visual identification is logo, and the core element of brand image visual identification system is brand symbol, which is the difference between brand VI and corporate VI in design expression. For people who are sensitive to the market, signs are often highly abstract and concentrated, and often have multiple meanings. It is very meaningful to explain. If there is no translation, it is obscure. This responsibility does not lie with the designer who designed the logo. Because logo is just a dot-like visual symbol, it is an innate attribute of logo to be highly concentrated or one-sided. Human information is mainly input through vision, "Let vision speak! "This is the joint efforts of global brand communication planners and designers. If the screen vision does not express any substantive information, then the investment in the visual part of the advertisement will be wasted unconsciously. In fact, visual merchandising has been popular in the world for decades, but some countries, some enterprises and some employees have not realized the role of vision in brand marketing. In addition to logo, brand promotion needs another symbol, a symbol with clearer meaning and stronger personality-a symbol that can be interpreted without explanation (if it is vague, it is also strategically vague to achieve the purpose of brand memory or highlighting brand association).