Logo design process

1. Logo design research and analysis

Trademark and logo design are not just a combination of graphics or text, it is based on the company’s Standard visual symbols formulated for enterprises based on the structure, industry category, business philosophy, and full consideration of the objects and application environments that the logo will come into contact with. Before designing, you must first have a comprehensive and in-depth understanding of the company, including beauty, business strategy, market analysis, and the basic wishes of the top leaders of the company. These are important basis for logo design and development. Understanding competitors is also an important step. The important role of logo design, namely recognition, is based on a full grasp of the competitive environment.

2. Logo design element mining

Element mining is to further prepare for the design and development work. Based on the analysis of the survey results, extract the structural type and color orientation of the logo, list the spirit and characteristics that the logo should embody, explore relevant graphic elements, and find out the direction of logo design, so that the design work is targeted, rather than text and graphics. A purposeless combination.

3. Logo design and development

With a comprehensive understanding of the enterprise and a full grasp of design elements, design and development work can be carried out from different angles and directions. Through the designer's understanding of the logo, they give full play to their imagination and use different expression methods to integrate design elements into the design. The logo must have profound meaning, obvious features, grand shape, stable structure, and color matching that is suitable for the enterprise, and avoid becoming cliché. or popularization. Different logos will reflect different emphasis or appearance. After discussion, analysis or modification, a logo suitable for the enterprise will be found.

4. Logo design modification

The logo determined in the proposal stage may not be perfect in details. After standard drawing, size correction, black and white application, line application, etc. of the logo, The modification of different forms of expression makes the use of the logo more standardized. At the same time, the characteristics and structure of the logo will not be lost when used in different environments, achieving unified, orderly, and standardized communication.

The concept of CI design

The definition of CI design

The definition of CIS is the corporate image identification system, which is "Corporate Identity System" in English, or CI for short. It is based on the business conditions of the enterprise and the market competition environment in which it is located, and the implementation of strategies formulated to enable the enterprise to stand out in the competition. CI is divided into three parts: MI (mind identity), BI (behavior identity) and VI (visual identity), which complement each other. Enterprises need to determine the core business philosophy, market positioning and long-term development strategy, which is the leading idea of ??enterprise development and the fundamental basis for the development of BI and VI. MI does not come out of nowhere. It must be formulated and implemented after careful analysis of the market and careful observation of the competitive environment, combined with the current situation of the enterprise.

The origin of CI design

CI has been around since ancient times, but in modern times, with the continuous development of market economy, enterprise competition continues to intensify. In order to effectively control process operations, enterprises The transmission of information gradually formed a complete CIS system. In 1955, the American company IBM took the lead in incorporating the corporate identity system into its corporate reform as a management tool, and launched a series of business design actions that were different from other companies. In the 1970s, as world business activities became more and more frequent, the CI trend spread all over the world. Among them, Japanese applications were more successful and gradually formed their own unique style. In the early 1980s, CI landed in my country, and some far-sighted business leaders took the lead in introducing identification systems. From the earliest "Sun God" to "Konka" and "Haier", they all established a good image through CI design and became a the earliest beneficiaries.

How to import CI design

For newly established enterprises with strong capabilities, it is recommended to directly import the CIS system and determine the market positioning, implementation guidelines, and standards through careful and complete planning. Visual standards enable relatively mature companies that have been operating for many years to basically establish their market positioning and development direction at the beginning of the establishment of the company. They can also coordinate within the company. They can only introduce the VI visual recognition system and integrate and utilize the original resources. Complement each other's advantages, give full play to the company's advantages, gain recognition from employees internally, and establish corporate image externally.

According to the order of import, it is divided into the following methods: MI---BI---VI BI---MI---VI VI---MI---BI VI---BI---MI

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VI design

VI application elements

This includes all visual communication objects. It is a huge system that generally includes The following 10 aspects:

Office things system

This part strictly stipulates the layout, specifications, materials and production processes of office supplies, forming a unique solemn, complete and It also demonstrates the high degree of centralization of modern offices and the penetration and spread of strong corporate culture into various fields. Its main items include "envelopes, stationery, notes, official letters, name tags, badges, vouchers, official envelopes, official folders, contracts, cards, invitations, work permits, memos, bills...

Definition of VI

VI (Visual Identity), translated as visual identification, is the most communicable and infectious level in the CIS system.

83% of the external information people perceive is through vision. The channel reaches people's minds. In other words, vision is the most important and main channel for people to receive external information. The visual identification of corporate image is to transform the non-visual content of CI into static visual identification symbols. Rich and diverse application forms, the most direct communication at the broadest level

Scientific design and implementation of favorable visual identification are the key to spreading corporate business philosophy, establishing corporate visibility, and shaping corporate image. A quick and convenient way.

VI application element system design table

1. Hospitality projects

Negotiation meetings, reception rooms, conference hall furniture, soot Urns, cushions, tableware for hospitality, stationery for customers. Commodity and packaging design, wrapping paper, packaging boxes, packaging boxes, badges for various packaging, envelopes, seals, and pasted trademarks. , tapes, labels, etc.

2. Symbols

Company name signs, building exteriors, signboards, outdoor lighting, neon lights, entrance and exit signs, window displays, movable signs, road signs , commemorative buildings, various signs, various business signs and signs for dealers

3. Accounts

Orders, orders, bills, orders, etc. Bills, application forms, notices, confirmation letters, contracts, checks, receipts, etc.

4. Stationery

Special letterheads, notes, envelopes, documents, documents. Bags, letters of introduction, etc.

5. Clothing

Publishing and printing categories for male and female employees, uniforms, work hats, ties, bow ties, handkerchiefs, tie pins, umbrellas, handbags, etc.

Stocks, annual reports, company lists, survey reports, self-published newspapers, company resumes, profiles, certificates, etc.

6. Mass Communication

Newspaper advertisements, magazine advertisements, TV advertisements, radio advertisements, mail advertisements, etc.

7. SP category

Product manuals, advertising leaflets, exhibition layouts, public relations magazines, promotional publicity. Objects, audio-visual materials, seasonal greeting cards, postcards, various POP categories

8. Transportation

Appearances of business vehicles, advertising vehicles, trucks, employee commuter vehicles, etc. Identification.

9. Documents

Badges, armbands, business cards, identification cards, company flags

Basic principles of VI design

VI design is not a mechanical symbol operation, but a vivid expression with MI as its connotation. Therefore, VI design should reflect the company's business philosophy from multiple angles and in an all-round way.

The principle of unity of style

The principle of strengthening visual impact

The principle of emphasizing humanization

Enhancing national personality and respecting national customs Principle of implementability

Principle of implementability

VI design is not the whims of designers but requires strong implementability. If it is too cumbersome to implement, or if it is too expensive to implement, no matter how good the VI is, it will become a castle in the air and a piece of paper because it is difficult to implement.

Principles of compliance with aesthetic laws

Principles of strict management

The VI system is intricate and complicated. Therefore, during the implementation process over many years, it is necessary to Pay full attention to the randomness of each implementing department or personnel, and strictly follow the provisions of the VI manual to ensure that they are not distorted.

Basic process of VI design

The design process of VI can be roughly divided into the following four stages:

Preparation stage

Establishing VI The design team

Understand and digest MI and determine the basic form that runs through VI

Collect relevant information to facilitate comparison

The preparation for VI design should start from the establishment of a dedicated A working group was started, consisting of people with different skills. It’s not about numbers, it’s about being capable and focusing on practical results. Generally speaking, it should be the senior person in charge of the enterprise. Because this person has a more thorough understanding of the company's own situation than ordinary managers and designers, and has a stronger macro grasp. Other members are mainly people from various specialized industries, with artists as the main body, supplemented by marketing personnel and market research personnel. If conditions permit, professionals from aesthetics, psychology and other disciplines will also be invited to participate in part of the design work.

Design and development stage

Basic element design

Application element design

After the VI design team is established, it must first fully understand and digest The company's business philosophy should fully understand the spirit of MI and find the integration point with VI. This work relies on full communication between VI designers and enterprises.

After all preparations are completed, the VI design team can enter the specific design stage.

Feedback and correction stage

Research and correction feedback

Revision and finalization

After the VI design is basically finalized, education needs to be carried out A wide range of surveys to test the details of the VI design through information feedback from a certain number of survey subjects at different levels.

Preparing a VI manual

Preparing a VI manual is the final stage of VI design.

Basic element design of VI - logo design

Logo is divided into two types: corporate logo and product logo.

Corporate logo

Corporate logo is the logo of the entity engaged in production and business activities. Product logo is the logo of the products produced by the enterprise, also called trademark.

Characteristics of corporate logos

Unique and distinctive recognition is the primary feature of corporate logos.

The symbolic nature of spiritual connotation is the essential characteristic of corporate logos.

Aesthetic styling is an important feature of a corporate logo.

Extensibility in implementation is an essential feature of a corporate logo

The application range of logos is extremely wide, so logo design should take into account expressions in plane, three-dimensional and different materials. Effect. Some logo designs are beautiful, but the production is complicated and expensive, which inevitably limits the wide application and convenience of the logo.

Corporate logos should have the color of the times

In the process of logo design, the color of the times should be fully considered and randomly revised according to the situation in the future implementation process.

Design principles of corporate logos

From a modeling perspective, logos can be divided into concrete and abstract types. There are three types: concrete and abstract combination.

Concrete logos are designed based on specific images (mostly physical graphics) through various modifications, such as simplification, generalization, exaggeration, etc. Their advantage is that they can intuitively express concrete characteristics. , making it clear at a glance.

Abstract logos are logos designed with modeling elements such as dots, lines, surfaces, and bodies. They break through the constraints of concreteness, have greater room for modeling effects, and can produce strong visual effects. Stimulating, but prone to uncertainty in understanding. Such as the logo of Japan's Mitsubishi Corporation.

The combination of concrete and abstract logos is the most common. Because it combines the strengths of both concrete and abstract logo design types, its expression effect is particularly outstanding.

No matter which form of logo design is used, the following principles should be followed

The logo design should be able to reflect the business philosophy of the company and highlight the corporate image.

Logo design should be combined with the company’s industry characteristics and product characteristics.

Logo design should conform to the aesthetic characteristics of the times.

Basic element design of VI - standard word design

Standard word design is the name of the enterprise (product), through creative design, forming a unique style and outstanding personality.

1. Characteristics of standard words

Recognizability is the general characteristic of standard words

Since standard words represent a specific corporate image, they must be unique The overall style and distinctive personality characteristics can make the enterprise it represents stand out from many comparable objects and be unforgettable.

Legibility is the basic feature of standard characters

Styling is the key feature of standard characters

Seriality is the practical feature of standard character design. There is a series of standard fonts in the same style, suitable for various situations.

2. Standard font design steps

Determine the overall style

An enterprise should have its own inner style that is different from other enterprises, with different font shapes and combinations Form also has its own inherent stylistic characteristics, and an organic connection between the two is found.

Conceive the basic shape

Adjust visual errors

Common optical illusions and corrections

Chinese characters are square-shaped, but in actual In terms of visual effects, slightly longer Chinese characters look more beautiful than regular square shapes. This is because the frame structure of Chinese characters has many top and bottom frames, and only some strokes on the left and right sides support it. Moreover, more horizontal strokes and fewer vertical strokes also enhance the sense of height of Chinese characters.

Therefore, words written in squares of the same size may look uneven and of different sizes

VI basic design project

1. Corporate logo design

Corporate logo and logo creative description

Logo ink draft

Logo reverse white rendering

Logo standardized drawing

Logo Grid coordinate drawing

Logo reserved space and minimum proportion limit

Logo specific color effect display

2. Enterprise standard fonts

Full name of the company in Chinese font

Abbreviation of the company in Chinese font

Full name of the company in Chinese font grid coordinate drawing

Abbreviation of the company in Chinese font grid coordinate drawing

< p>Company full name in English font

Company abbreviation in English font

Company full name in English font grid coordinate drawing

Company abbreviation in English font grid coordinate drawing

3. Enterprise standard colors (color plan)

Enterprise standard colors (printing colors)

Auxiliary color series

Color identification of subordinate industries

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Regulations on the use of background colors

Special table for color combinations

Background color chroma and hue

4. Corporate styling (mascot)

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Mascot color draft and styling description

Mascot three-dimensional rendering

Mascot basic dynamic shape

Corporate mascot shape monochrome printing Specifications

Specifications for the expansion and use of mascots

5. Corporate symbolic graphics

Color draft of symbolic graphics (unit graphics)

Extension of symbolic graphics Renderings

Specifications for the use of symbolic graphics

Specifications for the combination of symbolic graphics

6. Enterprise-specific printing fonts

Enterprise-specific printing fonts

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7 basic elements combination specifications

Multiple modes of combinations of logos and standard words

Multiple modes of combinations of logos and symbolic graphics

Logo mascot Combining multiple modes

Combine multiple modes of logos with standard characters, symbolic graphics, and mascots

Basic elements prohibit the combination of multiple modes

VI application design project

1. Design of office supplies

Business cards for senior managers

Business cards for mid-level managers

Business cards for employees

Envelopes

Domestic envelopes

International envelopes

Large envelopes

Letter paper

Domestic letter paper

International letter paper

Special letter paper

Notes

Fax paper

Bill holder

Contract holder

Contract specification format

File box

Salary bag

Identification card (work permit)

Temporary work permit

Passport

Work Notebook

Folder

File Bag

Portfolio

File paper

Official letter paper

Memo

Presentation

Submission

Document header

Straight and horizontal form specifications

Telephone records

Office stationery

Appointment letter

Job appointment letter

Certificate of Award

Announcement

Maintenance outlet name and address cover and inner page layout

Product manual cover and inner page layout

Attendance Card

Leave Form

Business Card Box

Business Card Stand

Desk Signage

Tag labels in a timely manner

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Suggestion Box

Manuscript Box

Corporate Badge

Paper Cup

Tea Cup, Coaster

Office pens and pen holders

Notebooks

Notepad

Briefcase

Address book

Property number Brand

Training certificate

National flag, corporate flag, mascot flag flag base shape

Flag hanging

Roof hanging flag

Vertical flag

Table flag

2. Design of public relations gifts

Greeting cards

Special invitations

Invitation letters and envelopes

Handbag

Wrapping paper

Key tag

Mouse pad

Calendar layout Specifications

Desk calendar format specifications

Calendar card format specifications

Postcard format specifications

Small gift box

Gift Complimentary supplies

Identification umbrella

3. Employee clothing and clothing regulations

Men’s clothing for managers (suits, white-collar workers, ties, tie clips)

Women's clothing for managers (skirts\Western-style dresses\collars\chest accessories)

Spring and autumn shirts (short-sleeved)

Spring and autumn shirts (long-sleeved)

Men's clothing for employees (suits\blue collar shirts\vests)

Women's clothing for employees (skirts\suits\collars\chest accessories)

Winter cold-proof work clothes

Sportswear jackets

Sportswear, sports caps, T-shirts (cultural shirts)

Field staff clothing

Safety helmets

Work caps< /p>

4. Enterprise vehicle body design

Official car

Van

Shuttle bus

Large transport truck

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Small transport truck

Container transport truck

Special models

5. Sign and symbol indication system

Appearance of the enterprise gate

Appearance of the corporate factory

Schematic rendering of the office building

Outdoor sign of the building

Company name sign

Company name marble slope treatment

Mobile signboard

Company organization plan

Door entrance instructions

Glass door

Floor signs

Direction signs

Public facility signs

Bulletin boards

Production area building signs Setting specifications

Stand-standing road guide signs

Stand-standing road signs

Stand-standing signs

Welcome placards

Outdoor standing light box

Parking area signage

Standing road guide sign

Workshop signboard and ground guide line

Workshop signage and ground guide lines

Production workshop house number specifications

Branch and factory vertical house numbers

House numbers

Production area floor plan

Production area signage

Reception desk and background board

Indoor corporate spirit slogan signage

Glass doors and windows Indicative decorative tape

Workshop indoor signboard

Warning signboard

Indicative *performance symbol in public area

Company Internal visit instructions

Instructions for working groups of each department

Internal operation process instructions

Exit/access planning for each business office

6. Sales store signage system

Small sales store

Large sales store

Store horizontal, vertical and square signboards

Shopping guide flow chart format specification

In-store background board (image wall)

In-store exhibition stand

Accessory cabinets and shelves

Store light box

Wall light box

Information rack

Trash can

Indoor environment

7. Enterprise product packaging identification system

Transportation packaging of large items

Outer packaging box (wooden, paper)

Commodity series packaging

Gift box packaging

Packaging Paper

Accessories packaging carton

Certificate

Product identification card

Storage card

Warranty card

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Quality Notice Format Standards

Instruction Manual Format Standards

Sealing Glue

Conference supplies

8. Enterprise Advertising regulations

TV advertising logos

Grid

Newspaper advertising series layout specifications (full page, half page, banner)

Magazine advertising specifications

Poster layout specifications

Series Theme posters

Large-scale street sign layout specifications

Light box advertising specifications

Bus body advertising specifications

Double-layer bus body advertising specifications< /p>

T-shirt advertising

Horizontal and vertical banner advertising specifications

Large hydrogen balloon advertising specifications

Neon red light sign performance effect

< p>Direct mail DM brochure page layout

Paper cups for advertising promotions

Direct mail promotional three-fold page layout specifications

Corporate brochure cover and layout specifications

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Annual Report Cover Format Specifications

Promotional Foldout Front and Back Cover Format Specifications

Product Single Page Instructions Specifications

Fold-fold Promotional Card Specifications 7

Web home page layout specifications

Classified web page layout specifications

CD cover specifications

Qingtianzhu light box advertising specifications

Wall advertising

Roof light box advertising specifications

Outdoor sign night effect

Exhibition board display specifications

Counter vertical POP Advertising specifications

Stand-standing POP specifications

Hang-mounted POP specifications

Product technical data description format specifications

Product instructions

Street sign advertising format

9. Exhibition instruction system

Standard booth and display board format

Specialized booth indication specifications

Standard Booth specifications

Sample booth

Sample display board

Product description board

Information rack

Conference supplies< /p>

10. Regeneration tools

Color chip sample standard color

Color chip sample auxiliary color

Standard combination form

Symbolic pattern samples

Mascot styling samples

Font expressions must adapt to the spirit of the text content

Each font has its own expression. For example, the black script has a striking and serious feeling, the old Song and regular scripts have a dignified and upright expression; the imitation Song and running scripts have a graceful and free atmosphere; while the seal script has a luxurious and simple style, and the regular script of the Latin alphabet is quite equivalent to the left seal script of the Chinese character , with a sense of luxury and simplicity; the printed style is equivalent to the old Song Dynasty regular script, with a dignified and clear feeling. Handwriting is equivalent to imitating Song, Xing and Cao, with a relaxed and lively posture. Therefore, when choosing a certain font as the keynote for designing artistic characters, it should be based on the spirit of the text content. Only in this way can the inside and outside be consistent, and the text's appeal can be maximized. As for the form of change, it can be eclectic, and the author can freely regulate the length, fatness, and straightness of the strokes, as long as they change according to the inherent structure of the text, and they can even further adopt methods such as perspective, three-dimensional projection, and hollow changes. , strengthen its decorative meaning and beautify it.

The so-called VI design refers to using a unified overall communication system to convey all visual identification elements with the logo as the core to internal and external groups of the organization, thereby Achieve positive recognition and communication.

The role of VI design is to update or upgrade the old image to make it more beautiful and contemporary, and to integrate all visual communication to make it more integrated. and a sense of continuity. VI design: store identification/guidance system/website identification design VI design import and design management organization or brand naming

VI design content is visual information

VI design The unification of various forms of communication is a concrete and visual form of communication. It is the enterprise identification part with the most items, the widest level, and the most direct effect in CI. The design content of VI is divided into two basic elements and application elements. Most: · Basic elements of VI

Including basic design items such as logo, logo standard words, logo standard colors, logo standard combinations, etc. These projects are the core part of the logo design of the corporate image. Only if the design standards are strictly implemented , the design can continuously improve the image and achieve consistency of communication in the future.

The logo is the symbol and identification symbol of an organization, and is the core of VI design; the logo should be highly international and rich in connotation. artistic quality while avoiding duplication or plagiarism.