1. While clearly distinguishing this enterprise from other enterprises, establish its obvious industry characteristics or other important characteristics to ensure its independence and irreplaceability in economic activities; Defining the market positioning of enterprises is an important part of intangible assets of enterprises;

2, convey the business philosophy and corporate culture of the enterprise, and publicize the enterprise in the visual form of image;

3. Attract the public's attention and generate memories with its own unique visual symbol system, so that consumers can have the highest brand loyalty to the products or services provided by enterprises;

4. Improve employees' sense of identity with the enterprise and enhance enterprise morale. The business scope of British Virgin Company includes aviation, tourism, audio-visual retail, beverages, financial insurance and so on, and the span is almost irrelevant. However, due to the successful implementation of the unified VI system in all commercial fields, the brand image has been well extended. The good service experience you enjoyed in the giant Virgin video store with flashing lights in new york's Times Square will probably prompt you to buy a record listening to Virgil on a sunny Hawaiian beach.

Starbucks, a coffee chain which was founded in 1970s and flourished in 1990s, is unique in its re-integrated VI design style. The colors and western fonts used in its trademarks are quite different from those used in traditional European and American coffee shops. As a result, its operation in the United States is very successful, and it has made great progress in China without coffee culture.

In fact, the best example of the effect of VI design on the business operation of enterprises may be in the sports fashion industry: in many cases, a consumer's decision to buy a set of Nike or Adidas sportswear often depends only on whether he or she likes the hook of Nike or the three lines of Adidas!

From the perspective of marketing, the competition of commodities in 1950s and 1960s was mainly reflected in the price competition of commodities. The commodity competition in the 1970s and 1980s was mainly reflected in the quality competition of commodities. With the progress of science and technology, the means of production of various production enterprises are getting closer and closer, and the price and quality are indistinguishable. After the 1990s, the competition of commodities is mainly reflected in the competition of product design. The "product design" here includes industrial design, packaging design, store POP design and after-sales service design of products, and all these designs are actually based on VI design of enterprises, or are applications or extensions of VI design.

However, VI is also a double-edged sword: excellent VI design can certainly help to enhance corporate image and promote corporate development, while failed VI design will also bring negative impact on corporate image and hinder corporate by going up one flight of stairs.

The failure of a VI design is often manifested in: 1, the visual positioning of the enterprise is vague, which makes people feel specious or have incorrect associations; 2. Visual effects are far from or even run counter to the business scope, concept and even essence of corporate culture; 3. The designer's graphic design skill is insufficient, and the work lacks internal logic and external aesthetic feeling; 4. Too much pursuit of fashion and lack of long-term vitality; 5. Copy others and copy yourself.

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