What is enterprise VI system?

That is, corporate VI visual design is an important part of the market (market, CIS, corporate image system). With the development of social modernization, industrialization and automation, the process of optimizing the combination is accelerating, the scale is expanding, the organization is increasingly complex, the products are updated rapidly, and the market competition is more intense. In addition, with the rapid expansion of various media and different communication channels, 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 very important to identify personality and identity.

Significance of introducing VI system design into enterprises

Enterprises can achieve this goal through VI design. Gain employees' sense of identity and belonging internally, strengthen enterprise cohesion, establish the overall image of the enterprise externally, integrate resources, transmit the information of the enterprise to the audience in a controllable way, and continuously strengthen the audience's cognition through visual symbols, so as to gain recognition.

Some famous multinational companies in the world, such as General Motors, Coca-Cola, Canon, Bank of China, etc. Without exception, a set of perfect corporate image system has been established. They can be invincible in the competition, which is not unrelated to scientific and effective visual communication. In the past 20 years, some domestic enterprises have gradually introduced image recognition systems. The earliest Sun God and Jianlibao, and later Konka, Skyworth and Haier also achieved success in practice. Under the emerging market economy system in China, an effective image recognition system is very important for the long-term development of enterprises, and it has also become a run-up device for enterprises to take off.

Design of basic elements of VI system vision

Signs; emblem

Enterprise logo can be divided into enterprise logo and commodity logo.

Characteristics of corporate logo:

First, recognition.

The second is systematic.

Third, unity.

Fourth, visualization.

Fifth, the times.

Workflow of enterprise logo design:

Investigate the actual situation of enterprise management and analyze the present situation of enterprise visual design, including the following situations:

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

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

Third, the marketing situation and market share of enterprises.

Fourth, the visibility and reputation of the enterprise.

Fifth, the expectations of business operators on the overall image strategy and visual recognition style.

Sixth, the current situation of related competitors and the characteristics of this industry.

1, establish a clear concept.

2. Specific design performance.

3. Carefully mark the operation:

First, the details of the logo.

Second, the symbolic form of numerical value:

One is gridding,

The second is the proportional size marking method,

The third is the arc angle labeling method.

Third, the diversity of logo forms:

Changes in line thickness;

Change of positive and negative shapes;

Changes in color and black and white;

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

Corresponding to the morphological changes of different media;

Reduce or expand changes in form.

Enterprise standard word

Enterprise standard word is a font that integrates enterprise name, enterprise trademark abbreviation, activity theme and advertising language.

The characteristics of enterprise standard word:

First, recognition.

Second, readability.

Third, design.

Fourth, systematic.

Type of enterprise standard words:

First, the standard word of the enterprise name.

Two, the standard words of product or trademark name.

Third, the logo font.

Fourth, the standard wording of advertising activities.

Enterprise naming or renaming:

The enterprise name change scheme has the following situations:

First, completely change the company name, including the existing standard words, standard colors and other basic visual elements.

Second, partly change or simplify the name of the enterprise, and at the same time introduce new standard words and colors.

Third, phased changes.

Fourth, unify the enterprise name and trademark brand name.

Fifth, under the premise that the standard words and colors of enterprise names remain unchanged, different forms adapted to different occasions are developed according to different use occasions, so as to achieve the feeling of form change.

Standard character drawing method:

There are two common methods for drawing standard characters:

First, grid representation.

Second, direct marking method.

Enterprise standard color

Enterprise standard color refers to the color set by an enterprise to reflect its unique spiritual concept, organization, business content, marketing and style through its visual perception of color.

Development settings for standard colors:

Investigation and analysis stage:

Firstly, the application of existing standard colors in enterprises is analyzed.

Secondly, the image analyzes the public's understanding of the existing color of the enterprise.

Thirdly, analyze the application of standard color in competitive enterprises.

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

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

6. Market expectation analysis of enterprise standard color.

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

Concept setting stage:

Positive, healthy, warm, etc. (such as red);

Harmony, warmth, willfulness, etc. (such as orange);

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

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

Honesty, rationality, negativity, etc. (such as blue);

Noble, exquisite, mysterious, etc. (such as purple);

Thick, classical, scary, etc. (such as black);

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

Ordinary, moderate, neutral, etc. (such as gray).

Color image stage:

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

Simulation test stage:

One is psychological investigation, such as the association of concrete objects with colors, the association of abstract feelings and hobbies.

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

Thirdly, the physical factors such as technology, materials and economy in the implementation of color production are analyzed and evaluated.

Color management stage:

At present, it is mainly to standardize the use of enterprise standard colors, such as color symbols and printing color values.

Implementation supervision stage:

Approve the standard colors of different materials;

Carry out color correction on that proofing of prin matter;

Evaluate the color of goods;

Data collection and arrangement of other conditions of use.

auxiliary figure

Auxiliary graphics are auxiliary visual elements in enterprise identification system, including enterprise modeling, symbol pattern and layout design.

1, the design and application of enterprise modeling (also known as business role or mascot, business logo painting);

Enterprise modeling is a cartoon-like figure, animal, plant, landscape or other inanimate object designed to strengthen and highlight the personality characteristics of enterprises or products, as a concrete symbol of enterprises.

Application of enterprise modeling;

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

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

The third is outdoor advertising and POP advertising, such as street signs and car bodies.

Fourth, corporate public relations supplies and commodity packaging, such as gifts.

2, the design of enterprise logo graphics:

Symbolic graphics are not purely decorative library cases, but an extension of basic visual elements of enterprises.

The design theme of enterprise symbol graphics;

First, take the shape of corporate logo as the development matrix.

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

3. Layout design:

The overall layout includes three parts: the top of the page, the center of the page and the bottom of the page. The content elements of the layout include the combination of basic elements in the visual recognition system, words (words and pictures), corporate modeling, etc. These elements are in different positions of the layout.

Layout usually expresses its structure in two ways:

First, direct marking method.

Second, sign the law.

Combination mode of basic elements of enterprise visual identification

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

Firstly, the target is separated from its background or surrounding elements, and the spacing is set to the minimum specified value.

Secondly, the scale, spacing direction and position relationship between corporate logo and other elements.

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

One is the combination of logo and Chinese name or abbreviation of enterprise;

The second is the combination of logo and brand name;

Third, the combination of logo and full name or abbreviation of enterprise English name;

Fourth, the combination of logo and enterprise name or brand name and enterprise choice;

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

Sixth, the combination of logo and enterprise name, address, telephone and other information.

Prohibited combination specifications:

First, add other modeling symbols to the specification combination.

Secondly, the size, advertisement, color and position of the basic elements in the specification combination have changed.

Third, the basic elements have been processed outside the specification, such as framing, stereo, network and so on.

Fourthly, the standard combination has made changes in word spacing, font deformation, flattening, oblique direction and so on.

stylized font

Special fonts include existing standard fonts and specified fonts.

Standard font:

Mostly used for enterprise names, commodity names, trademark names, etc.

Specify font:

Commonly used in department names, facilities names, branch names and addresses, advertising content, official documents, etc.

Matters needing attention in designing and selecting special fonts:

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

Secondly, the selection of designated fonts should be coordinated with the styles of basic elements such as logos and standard fonts.

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

Preparation of VI system visual application element design

Investigation on the current situation of application factor projects

Collection and classification of current projects:

A collection of projects with existing application elements focuses on the following projects:

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

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

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

Fourth, means of transport, such as transport trucks and trailers.

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

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

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

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

Determine the design and development strategy of application elements;

For a specific application element design project in corporate image, before the development and design, it is necessary to determine its objective restrictions and basis to avoid the problem that the design project is beautiful but useless:

I. Functional requirements 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, manufacturing method and use. Second, the legal restrictions on the use of the project.

Such as the specifications of envelopes and signboards.

Third, the needs of the nature of the industry.

Mainly refers to some established regulations or requirements of the industry where the enterprise is located, such as documents and packaging regulations in transactional supplies.

Development of specific application design project of VI system

Directory:

1, business supplies;

2. Category of packaged products;

3. Flag planning;

4. Staff uniforms;

5. Media logo style;

6. Advertising signs;

7. Indoor and outdoor indicators;

8. Environmental style category;

9. transportation;

10, displaying the style class;

1 1, store style class;

12, others.

Commercial goods category

Details of the project include:

1, business card

Step 2 write paper

Step 3: envelopes

Step 4 take notes

5. Various types of briefcases

6. Information kit

7. Salary bag

8. File bag

9. Joint books

10, quotation

1 1, various forms and bills.

12, various cards (such as invitations, birthday cards, Christmas cards, greeting cards)

13, annual calendar, monthly calendar, calendar

14, business diary

15, certificate, medal

16, tea set

17, office facilities and other appliances (such as paperweights, pen containers, ballpoint pens, pencils, rain gear racks, staplers, fax machines, etc.). )

Main design elements:

The main design elements of business supplies usually include:

Signs; emblem

Enterprise name (full name or abbreviation)

Signs

standard word

Standard color

Enterprise modeling

Symbolic figure

Company signature

Address, telephone, telegram, telex, e-mail, postal code

Enterprise slogan slogan

Operation content

Name of office supplies (such as "invitation" and "contract")

Graphics, text

, constitute

Texture, production technology, etc.

Packaging product category

Project details of packaging products:

1, outer packing box (large, medium and small),

2. Packing boxes (large, medium and small),

3. Packaging paper (single color, double color, special color),

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

5. Special packaging (refers to the packaging used for specific gifts, activities and publicity),

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

7. Handbags (large, medium and small),

8. Sealing tape (wide and narrow),

9, packaging stickers (large, medium and small),

10, packaging and sealing (large, medium and small),

1 1, packing rope,

12, product appearance,

13, product trademark representation,

14, product label,

15, product nameplate, etc.

Main design elements:

Packaging form:

Single design, complete design, combined design, assembly design, etc.

Components:

Enterprise signature (logo, standard font, standard color, enterprise modeling, symbol graphics, etc.). ),

Graphics (photography, illustrations, etc.). ),

Text (description, quality assurance, etc. ),

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

Structure,

Production technology, etc.

Flag planning class

Details of major projects:

1, company logo (logo logo, name logo, company styling logo)

)

2. Commemorative flag

3. Hang the flag horizontally

4. Reward sign

5. Promotional signs

Step 6 celebrate the flag

7. Theme flags, etc.

8. Among them, all kinds of flags are mostly used to render the surrounding atmosphere, which forms a strong image recognition effect with company flags with different contents.

Basic design elements:

Signs; emblem

Abbreviation of enterprise name

Reference color

Enterprise modeling

slogan

brand name

trademark

chart

Materials (paper, cloth, metal, etc. )

Employee uniform category

Main design elements:

The application of enterprise basic visual elements, such as enterprise logo, enterprise name, standard color, advertising language, etc.

Internal and external modeling of uniforms (appearance, internal style, etc.). )

Materials (such as simple and natural cotton and linen cloth, solemn and straight wool, gorgeous and elegant silk and satin, etc. )

Unified colors of different post natures

Buttons, ties, tie clips, zippers, belts and other authoritarian clothing accessories.