What font is generally used as a design prototype for advertising logos?

The full name of VI is VisualIdentity, that is, corporate VI visual design, VI system visual basic elements design, corporate logo, corporate logo, which can be divided into the company's own logo and product logo. Characteristics of corporate logos: First, recognition. Second, it is 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 corporate philosophy and spiritual connotation and the company's overall development plan. Second, the business scope, product characteristics, service nature, etc. of the enterprise. Third, the company’s marketing status and market share. Fourth, the company’s visibility and reputation. Fifth, business operators’ expectations for the entire image strategy and visual identity style. Sixth, the current situation of the company's relevant 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, and the third is the arc angle sign method. Third, the diversity of logo forms: changes in line thickness; changes in positive and negative shapes; changes in color and black and white; changes in various points, lines, and surfaces (such as hollow bodies, mesh patterns, points into surfaces, lines into surfaces etc.); corresponding to changes in form of different media; changes in shrinking or enlarging forms. 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. Base two, readability. Third, design. Fourth, systemic. Types of enterprise standard characters: First, standard characters for enterprise names. Second, the product or brand name should be in standard words. Third, the logo font. Fourth, standard words for advertising activities. Enterprise naming or renaming: Enterprise renaming plans have the following situations: First, a comprehensive change of the company name, including basic visual elements such as existing standard words and standard colors. Second, partially change or simplify the company name, and introduce new standard characters and colors at the same time. Third, phased changes. Fourth, unify the company name and trademark brand name. Fifth, under the premise that the standard characters and colors of the company name remain unchanged, according to different use occasions, develop changing forms suitable for different occasions in order to achieve the feeling of form change. Standard word drawing method: There are two commonly used methods in standard word drawing method: one is the grid representation method. Second, direct marking method. Corporate standard colors Corporate standard colors refer to colors that an enterprise sets to reflect its unique spiritual philosophy, organizational structure, operational content, marketing, and style 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 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, 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, scary, etc. (such as Such as black); clean, sacred, pale, etc. (such as white); ordinary, modest, neutral, etc. (such as gray). Color image stage: By setting the corporate image concept and corresponding color concepts and keywords, the corresponding color image expression system is further established. Simulation test stage: First, psychological investigation on the association of colors with concrete objects, the association of abstract emotions, and hobbies. Second, physiological effect tests such as color visual perception, memory, and attention span. 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; evaluation of product colors; collection and organization of 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 commercial characters, mascots, and commercial logos): Corporate styling is cartoon-style characters, animals, plants, landscapes, or Other inanimate objects, etc., as specific symbols of the enterprise. Application of corporate styling: First, two-dimensional media, such as printed matter, etc. 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 company’s basic visual elements. The design themes of corporate symbolic graphics: First, take the shape of the corporate logo 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: header, center, and foot. The content elements of layout include a combination of basic elements in the visual recognition system, text (text and pictures), corporate styling, etc., which are located on the layout. of different locations. There are two commonly used methods for layout layout to express its structure: one is the direct marking method. Second, the symbol method. The combination of the basic elements of corporate visual identity is designed in different forms such as horizontal arrangement, vertical arrangement, size, and direction according to the specifications and arrangement direction of the specific media. The content of the combination of basic elements: First, the minimum specified value of 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: first, the combination of the logo and the Chinese name or abbreviation of the enterprise; second, the combination of the logo and the brand name; third, the combination of the logo and the full or abbreviated English name of the enterprise; fourth, the logo The combination of the logo with the company name or brand name and company selection; the fifth is the combination of the logo with the company name or brand name and corporate slogans, advertising slogans, etc.; the sixth is the combination of the logo with the company name and address, phone number and other information. It is prohibited to combine specifications: First, adding other styling symbols to the combination of specifications. Second, the size, advertising, color, position, etc. of the basic elements in the standard combination are changed. Third, 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 fonts: often used for department names, facility names, branch names and addresses, advertising content, formal documents, etc. Things to pay attention to when choosing special fonts for design: First, investigate and sort out the scope of use, purpose of use, usage status, etc. of the special fonts. Secondly, when choosing 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 words should follow certain rules and form a text system that is readable, reproducible, and identifiable. Preparatory work for the design of VI system visual application elements. Investigation of the current status of application element projects. Collection classification of current projects: The collection of existing application element projects 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 transport trucks, trailers, etc. Fifth, product packaging, such as trademarks, wrapping paper, etc. Sixth, employee uniforms, such as badges, work clothes, etc. Seventh, the architectural environment category, 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, necessary determinations should be made about its objective constraints and basis before developing the design, to avoid that although the design project is beautiful, it cannot Problems of use: First, the functional needs of the project. It 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 use, etc. Second, there are legal restrictions on project use. Regulations and regulations on environmental factors such as envelope specifications and signboard instructions. Third, the needs of the nature of the industry. It mainly refers to some established regulations or needs in the industry in which the enterprise operates, such as documents and packaging regulations for office supplies.

Catalog of specific application design projects of the VI system: 1. Office supplies; 2. Packaging products; 3. Flag planning; 4. Employee uniforms; 5. Media logo style; 6. Advertising signs; 7. Indoor and outdoor Instruction category; 8. Environment style category; 9. Transportation category; 10. Display style category; 11. Store style category; 12. Others. The project details of the office supplies category include: 1. Business cards 2. Letter paper 3. Envelopes 4. Notes 5. Various types of briefcases 6. Information bags 7. Salary bags 8. File bags 9. Practical books 10. Quotations 11. Various types Forms and accounts 12. Various cards (such as invitation cards, birthday cards, Christmas cards, greeting cards) 13. Annual calendar, monthly calendar, calendar 14. Business diary 15. Certificates, medals 16. Tea sets 17. Public facilities and other utensils (such as paper Towns, 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, corporate name (full name or abbreviation), logo word, standard word, standard color, corporate shape Symbolic graphics: Corporate signature address, phone number, telegram, telex, email address, postal code, corporate slogan, operation content, business supplies name (such as "invitation", "contract") graphics, text, composition, texture, production process and other packaging products Details of packaging product projects: 1. Outer packaging box (large, medium, small), 2. Packaging box (large, medium, small), 3. Wrapping paper (single color, double color, special color), 4. Packaging bag (paper, plastic, cloth, leather and other materials), 5. Special packaging (referring to packaging for specific gifts, events, and promotions), 6. Container packaging (such as bottles, cans, plastic, metal, resin and other materials) ), 7. Handbag (large, medium, small), 8. Sealing tape (wide, narrow), 9. Packaging sticker (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, production process, etc. Details of the main projects in the flag planning category: 1. Company flag (logo flag, name flag, corporate style flag) 2. Commemorative flag 3. Horizontal hanging flag 4. Reward flag 5. Promotional flag 6. Celebration flag 7. Themed flag wait. 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, corporate name, abbreviation, standard color, corporate shape, advertising slogan, brand name, trademark, graphic material (paper, cloth, metal, etc.) Main project details of employee uniforms 1. Uniforms for male and female supervisory staff (second season) 2. Uniforms for male and female administrative staff ( Second season) 3. Uniforms of male and female service staff (second season) 4. Uniforms of male and female production staff (second season) 5. Uniforms of male and female store staff (second season) 6. Uniforms of male and female display staff (second season) 7. Uniforms of male and female work staff (second season) 8. Uniforms of male and female store staff (second season) Guard staff uniforms (second season) 9. Male and female cleaning staff uniforms (second season) 10. Male and female logistics staff uniforms (second season) 11. Men's and women's sportswear (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 visual elements of the company, such as corporate logo, company name, standard colors, advertising slogans, etc. The internal and external shapes of uniforms (appearance, internal styles, etc.) and materials (such as simple and natural cotton and linen fabrics, solemn and straight woolen materials) , Gorgeous and elegant silk satin, etc.) Uniform colors for different positions Customized buttons, ties, tie clips, zippers, belts and other clothing accessories Media logo style Main project details: 1. TV advertising trademark logo style; 2. Newspaper Advertising trademark logo style; 3. Magazine advertising trademark logo style; 4. Personnel recruitment trademark logo style; 5. Corporate profile trademark logo style; 6. Advertising introduction, manual trademark logo style; 7. Promotional POP, DM advertising trademark logo style ; 8. Poster trademark style; 9. Business card (reply letter) trademark style.

Details of the main media advertising projects: 1. Introduction of internal and external advertising at all levels of CI; 2. Company profile, product catalog samples; 3. TV CF, newspaper, poster, magazine advertising; 4. Direct mail DM advertising, POP promotional advertising; 5. Notices, solicitation orders, postcards, coupons and other printed matter; 6. Internal and external press releases; 7. Annual reports, statements; 8. Corporate publications (internal publicity, brochures). Main design elements: corporate logo, abbreviation, symbolic graphics and other corporate signatures; application of corporate color system; media proportions, size, length, materials (such as paper, neon lights, etc.) text, graphic images, sounds, lenses, light and shadow, and structural formats; interior Details of exterior signage projects: 1. Signboards: 2. Indoor and outdoor straight, pattern, and standing signs; 3. Building roof and floor signs; 4. Signs under arcades and arcade cylinders; 5. Hanging signboards; 6. Counters Post signboard; 7. Enterprise location signboard (street sign); 8. Construction site gate, public works office, fence, street tree fence, and archway. Instruction categories: indoor and outdoor indication systems; 1. Symbol indication system (including prohibited instructions and public environmental instructions); 2. Institutional and departmental signs; 3. General regional signboards; 4. Sub-regional signboards; 5. Iconic building murals and sculptures. Environmental style project details: 1. Main building exterior style; 2. Building interior space decoration style; 3. Gate entrance design style; 4. Interior image wall; 5. Factory appearance ribbon; 6. Glass door ribbon style ; 7. Wall design behind the counter; 8. Bulletin board, indoor spiritual slogan wall; 9. Environmental color signs; 10. Step mats; 11. Ashtrays, trash cans; 12. Employee lockers; 13. Indoor decorative plants style. Transportation tools 1. Business tools, such as service cars, jeeps, passenger and cargo vehicles, exhibition vehicles, mobile shops, steamships, 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, television broadcast trucks, etc. Main design elements: corporate logo, brand logo, standard font, corporate shape, symbolic pattern and its combination, position, proportion, size, production process, etc. Display style project details: 1. Exhibition venue design; 2. Window design; 3. Exhibition board shape; 4. Product display racks, display racks, display stands; 5. Display visit instructions; 6. Stage design; 7. Lighting planning; 8. Color planning; 9. Trademarks and brand names indicating style; 10. Styles of chairs, tables, sofas, etc. Main design elements: corporate logo, standard fonts, standard colors, text graphics, corporate shape, space structure, lighting materials, exhibits, audio and video, etc. Store identification style. 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 large-scale drawings; lighting configuration planning and description; furniture configuration plan drawings; construction specification drawings; construction specification descriptions. 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. Planning of functional equipment (such as water, electricity, lighting, etc.); 5. Planning of environmental facilities ( Such as counters, tables and chairs and other furniture, potted plants, trash cans, ashtrays and other environmental styles, various types of cabinets); 6. Clerk clothing style, indoor and outdoor advertising sign shapes; 7. In-store and outdoor signage; 8. Product display (such as Product display tables, promotion tables, price tags, category cards, store cards, catalog racks, brand light boxes, etc.). Preparation of VI visual identity manual design manual structure system one, interpretation of concepts. Such as CI concept, design concept, composition and content description of the design system. Second, the provisions of basic design projects. It mainly includes the conceptual description and usage specifications of 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 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.

One form of preparation of the design manual is to compile and bind the basic design project regulations and applied design project regulations according to certain rules into one volume, 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, mostly in the form of loose-leaf and catalogues. Third, application design projects will be compiled into separate volumes for easy use according to different organizations (such as branches) or media categories of the enterprise. The specific content of the design manual is the introduction. Such as the leader's speech, the description of the corporate philosophy system and the image concept, 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, apply the design project part. Fourth, the sample part of the main design elements. Such as logo printing samples or dry glue, standard color chips, etc.