There are generally four types of trademark graphics: text graphics; patterns; portraits; and combination graphics. Auxiliary graphics refer to two or more graphics. In the graphics, one of the graphics is the main body and the other is the auxiliary graphics, which is called the auxiliary graphics. This is mainly used for identification in graph queries.
The Troubles of VI Design
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. Thus achieving healthy recognition and communication.
The role of VI design is to update or upgrade the old image to make it more beautiful and contemporary; on the other hand, it integrates all visual communications to make it more integrated and sustainable.
VI design: store identification/guidance system/website identification design, VI design import and design management organization or brand naming
VI design is the unification of various forms of visual information transmission. It is a concrete and visual form of transmission. 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 parts: basic elements and application elements:
·VI basic elements
Including basic design projects such as logos, standard words, standard colors, and standard combinations. The project is the core part of the corporate image. Only by strictly implementing design standards can it be possible to continuously improve the image and achieve consistency in communication in the future.
A logo is the symbol and identification symbol of an organization, and is the core of VI; the logo should be highly international and artistic with rich connotations, while avoiding similarity or plagiarism.
·VI application elements
This includes all visual communication objects. It is a huge system and generally includes the following 10 aspects:
Office affairs System
This part strictly stipulates the format, specifications, materials and production processes of office supplies, forming a unique solemnity, completeness and accuracy of office things. It also demonstrates the high degree of centralization and precision of modern offices. A powerful corporate culture spreads across all 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...
The combination of brand VI and corporate VI Difference
Brand VI and corporate VI are, first of all, very different in their targets: corporate VI mainly targets niche groups that directly deal with enterprises, such as dealers, suppliers, government agencies... ...and so on; and the main target of brand VI is consumers and the public.
What’s more important is that the effective radius of contact is different: the first thing that corporate VI and CI need to solve core issues is direct contact with small groups. , the relationship is closer, but the face-to-face contact is limited after all; the core issue of brand VI and CI is indirect public contact, the relationship is looser, but the effect is wider, the "effective radius" is large. They are not the same, and the market functions they perform are also very different.
Only related units will be exposed to the related applications of corporate VI, such as business cards, office supplies, and office environment, except for individual consumers and surrounding people. , the vast majority of consumers almost never have the opportunity to come into contact with the internal environment of a company, whether it is a garden-like factory or a family-run factory, consumers are unlikely to be exposed to it one by one. Consumers pay more attention to brand image and strength. The quality guarantee brought by the brand, for example, the NIKE brand entrusts companies around the world to process it. Consumers recognize the Nike brand, not the processing company, so we pay attention to the corporate image and the brand image. In addition to introducing corporate CI, VI, we also need to introduce brand CI and VI.
After hearing this, some people may say, "There is always more to do!" "Yes, running a business and doing marketing is very "tedious". There seem to be "thousands" of things waiting for you to do, and there is no way you can do more than a few.
Brands are different from businesses, but It does not mean that the brand has nothing to do with the enterprise. In fact, the enterprise is the internal environment in which the brand exists. The VI decoration of the enterprise is like the interior decoration of the furniture; the brand is like a member of the family, and what represents his personal image is his clothes. Dress up. People who go out have no chance to come into contact with their residence.
To use an exaggerated analogy, if you only make a corporate VI but not a brand VI, it will be like a person with a luxurious and exquisite home decoration, walking on the street in slovenly clothes, even as unkempt as a homeless man.
Key points of brand VI design
The core of the visual identity of the corporate image is the logo, and the core element of the visual identity system of the brand image is the brand symbol. This is the difference between the design of brand VI and corporate VI. Differences in expression.
For people who are sensitive to the market, logos are often highly abstract and highly condensed. They are often a combination of multiple meanings. When interpreted, they are extremely meaningful. Without an interpreter, they are difficult to understand and incomprehensible. . The responsibility does not lie with the designer who created the logo. Because a logo is just a point-shaped visual symbol, being highly condensed or highly one-sided is the inherent attribute of a logo.
Human information is mainly input through vision. "Let vision speak!" is the unique effort of brand communication planners and designers around the world. If the visuals of the screen do not express any substantial message, the investment in the visual part of the advertisement will be unknowingly wasted. In fact, visual marketing has been popular internationally for decades, but some countries, some companies, and some practitioners have not yet realized the role that visuals play in brand marketing.
In addition to the logo, brand promotion also needs another symbol, a symbol with clearer meaning and stronger personality - a symbol that can be interpreted without explanation (if it is ambiguous, it is also strategically ambiguous, To achieve goals such as brand memory or outstanding brand association).
The core topic of VI design is the establishment of "clue elements". The main clue of corporate VI is the corporate logo and auxiliary graphics, and the main clue of brand VI is the brand symbol mentioned above. As for the specific way of expression, all roads lead to Rome. Different industries and different brands have different ways.
Some brands use personalized symbols as clues. For example, Neptune Silver Defi uses the blue arrow, a personalized symbol, as a visual clue to interpret the brand. Some brands use design style as a clue. For example, September Forest uses a fan-shaped design style as the main clue; some use color as a clue, such as purple as the main clue for brand visual management; some directly use the main picture as the main clue. Clues, like the white sand, take the form of flying hands.
Some use concepts as clues to unify all brand impressions, such as the four circles of Yili. Regardless of packaging, film and television, graphics or names, there is a shadow of the concept of circles, but they are expressed in different media and methods. It’s just slightly different!
In fact, using the same concept, using the same symbols as possible throughout, and insisting that the essence remains unchanged for five or ten years, this is the way to cultivate a longevity brand. Of course, "product quality" and "management mechanism" cannot be delayed!
Regarding brand VI design, there are three important principles that everyone should adhere to in the brand management process: 1. Systematic principle; 2. Normative principle; 3. Stylized principle.
Brand Promotion VI Manual Design Outline
In addition to the corporate VI manual, marketing promotion manual, and sales manual, the manuals required for corporate operation and marketing also need a very important manual. That is the brand promotion VI manual.
Brand VI, like enterprise VI, is divided into two parts: basic and application. They are both systematic identification systems, but they target different objects. Basically, they have many similarities.
a. Basic design
— Brand logo
— Brand standard words
— Brand standard colors
——Basic element combination
——Brand auxiliary pattern
——Standard brand main screen
——Brand name and brand slogan specifications
p>——Stylized combination of main screen, brand name and brand slogan (horizontal and vertical)
b. Stylized packaging design
——Stylized design of product inner packaging
p>——Stylized design of product outer packaging
——Stylized design of product packaging seal
——Stylized design of product packaging box
—— Stylized design of wrapping paper
—— Stylized design of handbag
c. Stylized design of media advertising
——Newspaper advertisement (half-column Stylized design of full-page newspaper with flowers and eyes)
- Stylized design of magazine advertisements
- Stylized design of car body advertisements (front, side and back)
< p> ——Outdoor light box (horizontal and vertical version) stylized design——Terminal light box (horizontal and vertical version) stylized design
——Mobile light box stylized design
——Stylized design of the building’s roof board
——Stylized design of self-adhesive stickers on the rear windows of taxis and buses
——TV logo Stylized design
d. POP stylized design
- Poster (horizontal and vertical) stylized design
- Hanging P0P (string flag, tag) stylized design
——Stylized P0P stylized design
——Table display P0P stylized design
——Product model POP Stylized design
——Stylized design of shaker cards
——Stylized design of shelf cards
——Banner (single color, four colors) Stylized design
——Vertical (single color, four-color) stylized design
e. Stylized design for promotions and activities
——Special for events Stylized design of clothing
——Stylized design of event-specific badges
——Stylized design of product headers
——Stylized design of parasols
p>
——Stylized design of background board
f. Stylized design of display display
——Stylized design of product display specifications
—— Stylized design of counters and counters
- Stylized design of sales counters
- Stylized design of display stands and cabinets
- Stylized venue display Design
——Stylized design of reception table
g. Stylized design of gifts
——Stylized design of promotional gifts
— —Stylized design of public relations gifts
—Stylized design of conventional gifts
h. Stylized design of “silver bullet” promotional materials
—Stylized design of store promotions Stylized design
- Stylized design of investment brochure
- Stylized design of DM (single page, manual)
i. Stylized design of other unconventional projects Design (agreed based on specific project conditions)
The focus here is brand VI, which does not deny brand CI. Brands, like enterprises, must also have concepts and behavioral norms in addition to visual norms. Brand core value and brand spirit must be the soul elements that drive and guide VI. The entire brand planning and design project is actually a systematic brand image planning covering concept identification, behavior identification, and visual identification. Brand VI is only an important part of the overall brand marketing, but not the whole thing; brand promotion VI design is only a branch project of "brand planning and design".