VI stands for (VisualIdentity), which is translated as visual identification system. It is the most communicable and infectious part of the CIS system. It is to transform the non-visual content of CI into the visual identification symbol of static vertical VI design, and carry out the most direct communication at the most extensive level in an extremely rich and diverse application form. A well-designed and scientifically implemented visual identification system is a quick and convenient way to spread corporate business philosophy, build corporate visibility, and shape corporate image.

In today’s world of brand marketing, without VI design, for a modern enterprise, it means that its image will be submerged in the sea of ????business, making it difficult for people to distinguish; it means that it lacks a soul. A money-making machine means that its products and services have no personality and consumers have no attachment to them; it means that the team is disorganized and has low morale.

VI design generally includes two major contents: basic part and application part. The role of an excellent VI design for an enterprise should be:

A. While clearly distinguishing the enterprise from other enterprises, it should also establish the obvious industry characteristics or other important characteristics of the enterprise, ensuring that The enterprise's independence and irreplaceability in economic activities; clear market positioning of the enterprise, which is an important part of the enterprise's intangible assets;

B. Convey the enterprise's business philosophy and corporate culture , promote the enterprise in an image visual form;

C. Use its own unique visual symbol system to attract the public's attention and generate memory, so that consumers have the highest brand awareness of the products or services provided by the enterprise. Loyalty;

D. Improve employees’ sense of identification with the company and improve corporate morale.

VI is part of enterprise CIS, and enterprise CI includes three aspects. They are MI, BI and VI respectively. The three aspects are corporate concept identification, behavioral identification and visual identification.

The full name of VI is VisualIdentity, which is [corporate VI visual design] and is an important part of corporate VI image design. With the development of social modernization, industrialization and automation, the process of optimized combination has been accelerated, its scale has continued to expand, organizational structures have become increasingly complex, products have been rapidly updated, and market competition has become more intense. In addition, with the rapid expansion of various media and diverse communication channels, the audience is faced with a large amount of complicated information and becomes at a loss what to do. Enterprises need unified and centralized VI design communication more than ever before, so the recognition of personality and identity is extremely important. VI design can make a company's image highly unified, make full use of the company's visual communication resources, and achieve the most ideal brand communication effect. Enterprises can gain employees' sense of identity and belonging internally through VI design, strengthen corporate cohesion, establish the overall image of the enterprise externally, integrate resources, and convey corporate information to the audience in a controlled manner, and continuously strengthen it through visual codes. awareness of the audience, thereby gaining recognition.

VI: Visual Identity

VI: A complete and systematic visual expression system centered on logos, standard words, and standard colors. Convert the above abstract concepts such as corporate philosophy, corporate culture, service content, and corporate norms into concrete symbols to create a unique corporate image. In CI design, visual identity design is the most communicable and infectious, the easiest to be accepted by the public, and is of great significance.

VI system:

A. Basic element system: such as company name, corporate logo, corporate shape, standard words, standard colors, symbolic patterns, slogans, etc.

B. Application system: product styling, office supplies, corporate environment, transportation, clothing, advertising media, signboards, packaging systems, official gifts, displays and printed publications, etc.

The main contents of a set of VI design:

I. Basic element system

B. Standard words

C. Standard colors

D. Combination of logo and standard words.

II. Application system

A. Office supplies: envelopes, stationery, notes, business cards, badges, work ID cards, invitations, folders, letters of introduction, accounts, memos, information bags, official documents, forms, etc.

B. The external architectural environment of the enterprise: architectural shapes, company flags, corporate facades, corporate signs, public signs, road signs, advertising towers, neon advertisements, courtyard beautification, etc.

C. Internal architectural environment of the enterprise: internal department signs, commonly used signs, floor signs, corporate image signs, flags, billboards, POP advertisements, shelf signs, etc.

D. Transportation: cars, vans, buses, trucks, tool trucks, tank trucks, ships, airplanes, etc.

E. Clothing and apparel: manager uniforms, management uniforms, employee uniforms, ceremonial uniforms, cultural shirts, ties, work caps, buttons, epaulettes, badges, etc.

F. Advertising media: TV advertising, magazine advertising, newspaper advertising, online advertising, street sign advertising, poster advertising, etc.

G. Product packaging: carton packaging, paper bag packaging, wooden box packaging, glass container packaging, plastic bag packaging, metal packaging, ceramic packaging, wrapping paper.

H. Official gifts: T-shirts, ties, tie clips, lighters, key tags, umbrellas, medals, gift bags, etc.

I. Display: window display, exhibition display, shelf product display, display product display, etc.

J. Printed materials: company profile, product brochures, product introductions, calendars, etc.

General principles of VI design

(1) The principle of effectively conveying corporate philosophy (MI)

(2) The principle of identity

In order to achieve the consistency and consistency of corporate image external communication, unified design and unified mass communication should be used, and perfect visual integrated design should be used to personalize, clarify and order information and understanding, and integrate various forms Unify the image on the media and create a unified corporate philosophy and visual image that can be stored and disseminated. Only in this way can the corporate image be concentrated and strengthened, information dissemination be more rapid and effective, and a strong impression and influence be left on the public.

Standardize various elements of corporate identity, from corporate philosophy to visual elements, adopt the same standard design, adopt the same model for external communication, and insist on long-term consistent use without making changes easily.

To achieve uniformity and realize the standardized orientation of VI design, it is necessary to use simplification, unification, series, combination, universal and other methods to comprehensively reshape the corporate image.

① Simplification: Refining the design content to make the organizational system as clear and concise as possible while meeting the needs of promotion, and optimize the system structure. For example, in the VI system, the combination structure of the constituent elements must be simplified to facilitate the implementation of standards.

②Unification: In order to make information transmission consistent and easy for the public to accept, factors that are not unified between the brand and corporate image should be adjusted. The brand, company name, and trademark name should be as unified as possible to give people a unique audio-visual impression. For example, the Huadeng brand Beijing Chun Liquor produced by Beijing Niulanshan Distillery has very inconsistent factory name, trademark, and product name. It is difficult for people to remember it when the advertisement is broadcast on the Central Radio Station. If the three are unified, the information will be simple and concentrated. Its communication effect will be greatly improved.

③ Series: Reasonably arrange and plan the parameters, form, size, and structure of the design object combination elements. For example, the advertising and packaging systems in the corporate image strategy are serialized to give them family-like characteristics and a distinct sense of identification.

④ Combination: Combine the basic design elements into a universal and strong unit. For example, in the VI basic system, combine logos, standard words or symbolic graphics, corporate shapes, etc. into different formal units, which can be used flexibly. For different application systems, some prohibited combination specifications can also be specified to ensure the consistency of communication.

⑤Universal: It means that the design must have good suitability. If the logo will not cause visual deviation due to shrinking or enlarging, the ratio between the lines must be moderate. If it is too dense, it will merge into one piece after shrinking. It is necessary to ensure that everything from outdoor advertising to business cards has good recognition effect.

The application of the principle of identity can enable the public to have a unified and complete understanding of a specific corporate image. It will not cause obstacles to recognition due to the inconsistency of the identification elements of the corporate image, and enhance the credibility of the image. Communication power.

(3) The principle of difference

In order to gain recognition from the public, the corporate image must be personalized and distinctive, so the principle of difference is very important.

The difference is first reflected in the distinction between different industries, because in the minds of the public, companies and institutions in different industries have their own industry image characteristics, such as the corporate image of cosmetics companies and machinery industry companies. Characteristics should be distinct. The characteristics of the industry must be highlighted during design so that it can have different image characteristics from other industries and be conducive to identification. Secondly, it is necessary to highlight the differences from other companies in the same industry in order to be unique and stand out.

The shaping and dissemination of corporate image should be based on different national cultures. For the rise and success of many companies in the United States, Japan, etc., national culture is the fundamental driving force. American corporate culture research experts Auer and Kennedy pointed out: "A strong culture is almost the driving force for the continued success of American companies." The unique corporate images of the world-famous "McDonald's" and "KFC" show American life way of fast food culture.

To shape the image of Chinese enterprises that can join the world, we must carry forward the advantages of Chinese national culture. The splendid Chinese national culture is our inexhaustible source. There are many things we deserve. The essence absorbed helps us create a corporate image with Chinese national characteristics.

(4) Principle of effectiveness

Effectiveness means that the VI plan planned and designed by the enterprise can be effectively implemented and used. VI is about problem solving, not the decoration of the enterprise. The object is therefore operable and easy to operate, and its operability is a very important issue.

(5) The principle of simplicity and clarity

CI. The abbreviation of English CorporateIdentity.

CIS. The abbreviation of English CorporateIdentitySystem.

The former means enterprise identification, and the latter means enterprise identification system. Corporate is an enterprise, and the word identity in English at least includes the meanings of identity, consistency, recognition, identification, personality, characteristics, etc. The identification here expresses a kind of self-identity. That is to say, one's own understanding of oneself and others' understanding of oneself tend to be consistent, and a perfect consciousness is achieved. When used in an enterprise, it can be understood as: the self-identification of the enterprise within the enterprise is consistent with the identification and identification of the enterprise's characteristics from outside the enterprise, and a common understanding is reached.

What is CI design?

Specifically, it refers to all factors related to business operations such as the company's business philosophy, cultural quality, business policies, product development, commodity circulation, etc. Starting from the perspective of information, we screen from the perspectives of culture, image, and communication to find out the potential of the enterprise, find out its existence value and beauty value, and integrate them to transform it into an effective one in the information society environment. logo. This kind of development and design behavior is called "CI".

CIS, as a corporate image identification system, MnidIdentity, MI for short, Behavior Identity, BI for short, and Visual Identity, VI for short.

Corporate Concept Identification (MI)

Theoretically, the business philosophy of a company is the soul of the company and a concentrated expression of corporate philosophy and corporate spirit.

At the same time, it is also the core and basis of the entire enterprise identification system. The company's business philosophy should reflect the social value of the company's existence, the goals pursued by the company, and the company's operations. It should be expressed in as clear and concise terms as possible, easily accepted by both inside and outside the company, and easy to understand and remember.

Enterprise Behavior Identification (BI)

The essence of enterprise behavior identification is that enterprises should have a normative guideline in their internal coordination and external interactions. This principle is embodied in the consistent daily behavior of all employees. In other words, every behavior of employees should be a corporate behavior that reflects the company's business philosophy and value orientation, rather than independent and arbitrary personal behavior. Behavior identification requires employees to understand the company's business philosophy and turn it into conscious actions from the heart. Only in this way can the same concept be implemented into management behavior, sales and management on different occasions and at different levels. Behaviors, service behaviors and public relations behaviors. The enterprise's behavior recognition is a dynamic action system for the enterprise to process and coordinate people, things, and things. The implementation of behavioral identification includes internally new product development, cadre allocation, civility and courtesy standards, etc. Externally, it includes market research and product promotion, various reporting and public relations standards, and the code of conduct for interactions with finance, upstream and downstream partners, and agents and distributors. .

Corporate Visual Identity (VI)

Any company that wants to publicize and disseminate it to the public, thereby shaping a visible corporate image, needs to rely on the communication system, and the effectiveness of communication It completely depends on whether the design of the symbol system in the communication system model can be recognized and accepted by the public and leave a deep impression on the public. The basic elements in the symbol system are carriers for disseminating the corporate image. Enterprises use these carriers to reflect the corporate image. This symbol system can be called the symbol system of the corporate image. VI is a strict and complete symbol system, which is characterized by showing a clear "visual power" structure, thereby accurately conveying a unique corporate image, and achieving the purpose of corporate understanding and identification through the display of differentiated appearances.

Corporate CIS design

Corporate image identification system is the Chinese translation of the English "Corporateldentity System", referred to as CIS. The birthplace of its theory is generally believed to be in the United States. In the mid-1950s, IBM in the United States first implemented CI design under the initiative of its design consultant: "To convey the advantages and characteristics of IBM through some designs, and to unify the company's design in applications." In the early 1960s, some large and medium-sized enterprises in the United States regarded specific elements that could completely establish and represent the image as a business strategy, and hoped that it would become an effective means of corporate image communication. It includes the entire publicity strategy and measures for corporate image to penetrate into various fields. This complete planning and design was widely recognized after a long period of time and was officially named the corporate image recognition system. CI theory was introduced to Japan in the 1970s. A few far-sighted companies introduced CI first and gradually produced results. In the 1980s, some companies in southern China also began to experiment with CI. Guangdong Helios Group is considered to be the first company in China to introduce CIS. Through the display of visual elements, it better reflects the company's business philosophy and management style.

CIS consists of three parts, namely MI (idea identification), BI (behavior identification), and VI (visual identification). The core is MI, which is the highest decision-making level of the entire CIS and lays the foundation for the entire system. Theoretical basis and code of conduct, and expressed through BI and VI. All behavioral activities and visual design are centered around MI. Successful BI and VI are to accurately express the unique and personalized spirit of the company. BI directly reflects the personality and particularity of the corporate philosophy, including internal organizational management and education, external public relations, promotional activities, funding of social cultural activities, etc.

VI is the visual identity system of an enterprise, including basic elements (corporate name, corporate logo, standard words, standard colors, corporate styling, etc.) and application elements (product styling, office supplies, clothing, signboards, transportation, etc.), through specific symbols The visual communication design directly enters the human brain and leaves a visual image of the enterprise. Corporate image is an important intangible asset of the company itself, because it represents the company's reputation, product quality, personnel quality, stock rises and falls, etc. Although shaping a corporate image may not necessarily bring economic benefits to the company immediately, it can create good social benefits, gain social recognition and values, and ultimately receive economic benefits transformed from social benefits. It is a significant and long-term investment in intangible assets. In the future, corporate competition will not only be a battle over product quality and variety, but more importantly, a battle over corporate image. Therefore, shaping corporate image has gradually become a long-term strategy for companies with a long-term vision.

CI is the English abbreviation of Corporate Identity, literally translated as "Corporate Image Standard System". This means that a company establishes its own visual system and image system in order to gain social understanding and trust and convey its corporate purpose and the cultural connotation of its products to the public. [Edit this paragraph] VI Design Color VI Design Color Thanks to the selfless dedication of nature, humans can survive in this colorful world. From spring, summer, autumn and winter every year to the afterglow of morning glow every day, people enjoy and experience various different color changes. Our understanding of the beauty of this world also begins with color. Color not only symbolizes signs of nature, but also symbolizes the vitality of life. A world without color in VI design is unimaginable. Modern artists have gained enough spirituality from the world of color to start their artistic journey with special significance.

Color research in modern VI design is developing rapidly with the continuous changes in design concepts. As an important part of modern VI design, the role of color in design is obvious. When we are intoxicated by the wonderful expression of colors in VI design works, we also have to marvel at the ingenuity of VI designers. The color orientation of VI design works often has a strong corporate background. The changes of enterprises often depend on the comprehensive development of society's politics, economy, culture, art and other aspects. In the field of VI design, what we call the characteristics of the times of each design profession can usually be found in the colors of design works and products produced. For example, the release of popular colors in clothing design heralds the change and popularity of dressing styles and dressing culture; Environmental art design also has the mainstream trend of popular colors and decoration styles; color changes in industrial product design also emphasize the distinctiveness of the times. If we can pay more attention and observe the color changes of design works, we will find many interesting phenomena; people are constantly changing the colors of their clothing. This year they like to wear red and black, next year they like to wear white and brown; the colors of home are also changing year by year. The same; the color style of decoration is sometimes gorgeous and sometimes elegant, which more or less reflects people's positive response to the progress and changes of the times and their strong pursuit of a better life. Among home appliances, the black appliances mentioned in the past referred to televisions, and the white appliances referred to refrigerators, air conditioners, and washing machines. However, in today's product design, in order to better cater to people's different appreciation habits and aesthetic needs , the color design of home appliances has become very rich and diverse. In addition to black and white, we will also see home appliances in gray, blue, green, purple and other colors, which greatly enriches people's lives. China without design has become history, and China without color has also passed. Although modern VI design in China is young, it is full of vitality; although the research and education of design color started late, it has a bright future. Based on the color application and research results of many domestic and foreign VI designers and experts, we have further expanded and explored, analyzing the relevant characteristics and styles of VI design colors from different angles and perspectives, making color research more comprehensive. and have strong artistic and academic qualities.

The corporate visual identity system, or VI system, is an important part of the overall CI strategy. It is an international universal design and generally includes two parts: the basic level and the application level. It embodies the corporate image and enables the public to clearly grasp the information the company hopes to convey at a glance. When choosing a vi design company, it is best to look at the company's existing works. The works can directly reflect the company's design level.