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).
The core subject of VI design is the establishment of "clue elements". The main clue of enterprise VI design is enterprise logo and auxiliary graphics, and the main clue of brand VI design is the brand symbol mentioned above. As for the specific expression, all roads lead to different industries, different brands and different ways in Rome.
Some brands take personalized symbols as clues, for example, Neptune Yindefa uses blue arrows as visual clues to interpret the brand. Some brands take design style as the clue, for example, September Forest takes fan-shaped design style as the main clue; Some take hue as the clue, such as purple hue as the main clue of brand visual management; Some directly take the main picture as the clue, such as Baisha, and take the flying hand as the clue.
Some take the concept as a clue to integrate all brand impressions. For example, Yili's four circles, regardless of packaging, film and television, plane or name, all have the shadow of the circle concept, but different media expressions are slightly different.
The same idea, as consistent as possible symbols, adhere to the essence of five years and ten years, this is the way to cultivate longevity brands. Of course, "product quality" and "management mechanism" cannot be delayed!
Regarding brand VI design, I suggest that you adhere to three important principles in the process of brand management:
1, systematic principle;
2. Normative principles;
3. Stylistic principles.
Brand promotion VI handbook design outline The handbook needed by enterprise management and marketing is not only an enterprise VI design handbook, a marketing promotion handbook and a sales handbook, but also a very important handbook, that is, the brand promotion VI handbook.
Brand VI design, like enterprise VI design, is divided into two parts: foundation and application. They are all systematic identification systems, but they are aimed at different objects. Basically, they have a lot in common.
Brand VI design needs to state and emphasize:
1, regardless of corporate VI design or brand VI design, it doesn't exist because you didn't design it carefully. Cement floor or wooden floor, both represent the impression of others on you; No matter whether you dress well or not, the impression of others will be lost because you dress badly. The only difference lies in bad impression or image, deep impression or shallow impression.
Some enterprises, some brands, and some people still say "proudly" that they don't do any CI or design treatment, just like someone lives in an embryo room and wears shorts. Please note that embryo room and deliberate simplicity are two different things.
2. The emphasis here is on brand VI design, rather than denying brand CI. Brands, like enterprises, should have both visual norms and norms of ideas and behaviors. Brand core value and brand spirit must be the soul elements to drive and guide VI. The whole case of brand planning and design is actually a systematic brand image planning covering mental recognition, behavior recognition and visual recognition. Brand VI design is only an important part of brand marketing, not the whole; Brand promotion VI design is only a branch project of "brand planning and design".
Brand connotation: 1, sensory content. Such as visual words, symbols and patterns, but also auditory;
2. Connotation. It can be understood as an idea advocated by a brand or formed in the process of consumption, and this idea can bring some benefits to consumers, such as Haier's "eternal sincerity" and "pan-sound".
3. Corporate image. This is something that many people ignore. In fact, in most cases, in the eyes of the public, the background image of the company objectively constitutes an element of the brand. For example, a "toothbrush" brand toothpaste suddenly appeared on the market, and many people may not read it. If in a few days, P & amp； G suddenly advertised itself as a product with special functions, targeting high-end people. It is estimated that many people may understand or buy it. It can be seen here that brand connotation is one of the elements that constitute a brand. Yimeitang makes a simple analysis on the characteristics of brand connotation and how to shape it.
Characteristics of brand connotation
Every brand has its connotation, and its cultural connotation determines its achievements. The difference is that some brand connotations are actively advocated by enterprises and accepted by the public; Others are completely felt by the public; Some are very individual; Others are slightly mediocre and nobody cares. From the brand connotation itself, it mainly has the following three characteristics:
The formation of brand connotation is ultimately determined by the public.
Many enterprises will advocate a certain idea when promoting their brands. In fact, no matter how good the idea is, whether it can finally occupy the public's mind becomes the key to the success or failure of the brand. If Wahaha originally wanted to promote a cola to young people, imagine how to persuade consumers to give up Pepsi? Fortunately, Wahaha chose "very cola" with China festive color, but I'm afraid Wahaha still needs to work hard to get consumer recognition. In fact, some companies have not actively injected connotation into their brands, but have produced a concept or feeling through their packaging, description, corporate publicity and consumer use, which is of course applicable to some industries. Brand elements = brand name, category, quality, taste, morality and behavior.
Product name: brand name refers to the part of the brand that can be called by language. Such as Coca-Cola and Wahaha.
Brand design description:
That is, brand logo refers to the part of the brand that can be recognized, but can not be called concisely and accurately in language. Such as symbols, signs, patterns, colors, etc.
Category:
Refers to the product categories covered by the brand, that is, what categories of products the brand has. Haier is a household appliance, Robust is a beverage, and Motorola is a communication. This is the product category concept of the brand.
Quality:
It refers to a comprehensive scale reflecting the value attributes such as durability, reliability and accuracy of the products covered by the brand. Quality is the reflection of brand.
Recognized as an important image element.
Taste:
Refers to the brand image and brand name formed by the scientific and technological content, cultural connotation, aesthetic taste and brand communication of the products covered by the brand.
Make love. For example, Marlboro, Jianpai and 555 are all good quality cigarettes, but they have different tastes. Marlboro is a cowboy in the west.
Bold and unrestrained, 555 is the leisure of a typical English gentleman, and the sword card is the enjoyment of the middle class.
Moral quality:
Refers to the corporate culture, values and business philosophy advocated in brand promotion. For example, TCL advocates the business philosophy of "creating for customers"
Create value, create opportunities for employees and create benefits for society. "
Characters:
Refers to enterprise management behavior, advertising behavior, public relations behavior, sales behavior, service behavior and other enterprise organization behavior and employee behavior.
The impression left by the individual's behavior in society, the accumulation left by the brand. Brand design is a process of naming, logo design, graphic design, packaging design, display design, advertising design and promotion, and cultural concept refining. To distinguish it from other enterprises or products.
The brand belongs to the enterprise itself, and the consumer is the perceptor of the brand image of the enterprise. Consumers' recognition of corporate brand is established by corporate brand image, rather than a single act such as a beautiful logo or packaging that can make consumers "loyal" to the enterprise. Logo is only an important carrier of brand image, which enables consumers to strengthen their memory of your corporate brand image. Therefore, brand image is an important bridge between enterprises and consumers and the cornerstone of enterprise development!
Therefore, a perfect corporate brand image must be embodied through a complete and correct brand design, so as to inform corporate customers of "who I am" and "what I do", which is the most important purpose of brand design.
Design points:
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 design and corporate VI design 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.