What are the basic elements of corporate VI design?

The basic element system of VI design strictly stipulates logo graphics, Chinese and English font shapes, standard colors, corporate symbolic patterns and their combination forms, which fundamentally standardizes the basic visual elements of the enterprise. The basic element system It is the core part of the corporate image and the basic element system of the enterprise, including: corporate name, corporate logo, corporate standard words, standard colors, symbolic patterns, combinations and applications, corporate slogans, etc.

Company name

The company name is closely related to the corporate image and is a prerequisite for CIS design. It uses text to express identification elements. The determination of the company name must reflect the company's business philosophy and embody the corporate philosophy; it must be unique, have a loud pronunciation, and be easy to recognize and read. Pay attention to the meaning of homophonic sounds to avoid causing undesirable ideals. The text of the name should be concise and clear, and at the same time pay attention to the international character and adapt to the pronunciation of foreigners to avoid wrong associations in foreign languages. The company name that expresses or implies the corporate image and products should be consistent with the trademark, especially the brand it represents. Products that are more well-known in the market can also be used as the company name. The determination of the company name must not only consider tradition, but also have the characteristics of the times.

Enterprise standard fonts

The standard fonts of an enterprise include Chinese, English or other text fonts. The standard fonts are designed according to the enterprise name, enterprise brand name and enterprise address. The selection of standard fonts must be clear and descriptive, directly convey the name of the company and brand, and strengthen the corporate image and brand appeal. It can be determined by the full name or abbreviation of the company according to the use. The design of the font requires that the font shape is correct, aesthetic and easy to read. The line thickness and stroke structure of the font should be as clear, simple and decorative as possible. . When designing, we must consider the coordination and unity of the fonts and the logo when combining them. Careful planning must be made for the spacing and shape of the fonts. Pay attention to the systematicness and ductility of the fonts to adapt to the production of various media and different materials. Application of various item sizes. The strokes, structure and font design of the company's standard font can also reflect the corporate spirit, business philosophy and product characteristics. The standard drawing method is to arrange the standard words in an appropriate square or diagonal grid, and indicate the height of the font. , width size and angle and other positional relationships.

Corporate logo

Corporate logo is the symbol and identification symbol of a specific enterprise. It is the core foundation of the CIS design system. The corporate logo conveys the essence of the enterprise through concise shapes and vivid images. Concept, content, product features and other information. The design of the logo must not only have a strong visual impact, but also express a unique personality and a sense of the times. It must express a unique personality and a sense of the times, and must be widely adaptable to various media, various materials and various supplies. Production, its expression forms can be divided into: 1. Graphic expression (including reproduced graphics, symbolic figures, geometric figures); 2. Text expression (including the combination of Chinese and foreign characters and Arabic numerals); 3. Comprehensive expression (including the combination of graphics and text) Combined with application) three aspects. The corporate logo must be used in the CI design form as a fixed standard prototype. When creating, a standard proportion diagram must be drawn and precise values ??such as the outline, lines, and distance of the logo must be expressed. The drawing can use grid marking method, proportion marking and arc angle marking, so that the logo can be accurately depicted and copied accurately when enlarging or reducing.

Special fonts

Special fonts are the unified design of the main text, numbers, product names newly used by the enterprise, combined with external promotional text, etc. It mainly includes logos designed for corporate products and logos designed for corporate internal and external activities, as well as masthead and title fonts designed for newspaper advertisements, poster advertisements, film and television advertisements, etc.

Corporate slogan

It is a summary of the corporate philosophy and a written promotional slogan developed by the company based on its own marketing activities or concepts. The determination of corporate slogans requires concise and catchy text.

Accurate and loud corporate slogans can inspire employees to work hard for corporate goals internally, express corporate development goals and directions externally, and improve the company's impression on the public mind. Its main role is to improve the corporate image and corporate products. Supplement the image to enable the public to understand the company's thoughts in an instant audio-visual, and leave an unforgettable impression of the company or product.

Standard Colors

The company's standard colors are the designated colors used to symbolize the company and used in all media in visual identity design. Through the perceptual stimulation and psychological response of color, it can express the company's business philosophy and the characteristics of product content, and reflect the company's attributes and emotions. Standard colors have a strong recognition effect in visual identification symbols. The determination of enterprise standard colors should be based on the attributes of the enterprise's industry, highlighting the differences between the enterprise and its peers, and creating distinctive color effects. The selection of standard colors is based on international standard colors. Enterprise standard colors should not be used excessively. Many, usually no more than three colors.

Symbolic patterns

Corporate symbolic patterns are designed to match the basic elements and are widely used in various media. In connotation, they should reflect the corporate spirit and set off and strengthen the corporate image. Through the rich shapes of symbolic patterns, the corporate image established by logo symbols is supplemented, making the meaning more complete, easier to identify, and more expressive and deep. The symbolic pattern adopts a simple and abstract form of expression, which contrasts with and maintains a harmonious relationship with the logo graphic. It can also be designed based on the logo or the modeling connotation that makes up the logo. When the basic elements are used in combination, there must be a rhythm of strong and weak changes and a clear primary and secondary relationship, and various application planning and combination designs should be made according to the needs of different media to ensure the unity and standardization of corporate identification and strengthen The visual impact of the entire system produces a visual induction effect.

Corporate mascots

Corporate mascots are cute characters or anthropomorphic images that arouse the attention and favor of the public.

Guangzhou Ruiyan Advertising is a comprehensive professional advertising agency integrating marketing planning, brand consulting, creative design, public relations execution, film and television creation and media agency. It truly integrates strategy, creativity and execution, and always From the perspective of the end customer, we create an accurate and highly commercially valuable brand experience in accordance with the customer's brand strategy. Ruiyan Advertising is one of the well-known brand VI design and album design companies in China. It has more than 10 years of experience in album design and has an excellent domestic design and planning team. Committed to "continuously shortening the distance between brands and consumers and enhancing the core value of corporate brands."