VI’s full name is VisualIdentity, which is enterprise VI visual design, and is commonly translated as visual identification system. It converts the non-visual content of CI into static visual identification symbols. 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. Through VI design, enterprises can gain employees' sense of identity and belonging internally and strengthen corporate cohesion. Externally, they can establish the overall image of the enterprise, integrate resources, and convey corporate information to the audience in a controlled manner. Through visual codes, they can continuously To strengthen the audience's awareness and gain recognition. VI is part of enterprise CIS, and enterprise CI includes three aspects. Divided into BI, MI and VI, the three aspects are behavioral identification, corporate philosophy identification and visual identification.

Basic principles of VI design:

Unity

In order to achieve consistency and consistency in corporate image external communication, unified design and unified mass communication should be used , use perfect visual integration design to personalize, clarify and order information and understanding, unify the image on various forms of communication media, and create a unified corporate philosophy and visual image that can be stored and disseminated. Only in this way can Concentrate and strengthen corporate image, make information dissemination more rapid and effective, and leave a strong impression and influence on the public.

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

To achieve unity and realize the standardized orientation of VI design, it is necessary to use methods such as simplification, unification, series, combination, and universality to comprehensively reshape the corporate image.

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.

Unification: 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.

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.

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 flexibly used in Different application systems can also stipulate some prohibited combination specifications to ensure the consistency of communication.

Universal: 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.

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.

Effectiveness

Effectiveness means that the VI plan planned and designed by the enterprise can be effectively implemented and used. VI is a problem-solving science, not a decoration of the enterprise, so it can be operated And ease of operation, its operability is a very important issue.

The corporate VI plan must be effective and can effectively play the role of establishing a good corporate image. First of all, its planning and design must be based on the company's own situation, the company's marketing status, and in the implementation of the corporate image strategy. Establish an accurate image positioning at the same time, and then use this positioning to carry out development planning. At this point, organizations or individuals who assist companies in introducing VI plans have important responsibilities. Everything must be based on reality and cannot cater to some unrealistic mentality of business leaders.

When an enterprise is preparing to introduce a VI plan, whether it can choose an organization or individual with real planning and design capabilities is also critical to the effectiveness of the VI plan. VI planning and design is a necessary soft investment for enterprise development. It is a very complex and time-consuming system project that requires a considerable amount of money.

To ensure the effectiveness of the VI plan, a very important factor is that the business manager has a good sense of modern management, has a certain understanding of the corporate image strategy, and can respect the opinions of professional VI design agencies or experts. and suggestions. Because it is impossible to find high-level institutions and individuals with strength without considerable investment. The promotion of VI strategy in the later period will require huge investment. If the business leaders do not have a very clear understanding of the necessity of introducing VI plan and cannot persist in its implementation, then the early planning and design plan will lose its effectiveness and become useless. worthless.

Aesthetics

Good vi design can express boring language through artistic and interesting visual graphics. Lively vi design can attract readers' attention and arouse Readers' curiosity gives people a sense of beauty and makes people excited, so the perfect vi design has huge aesthetic value.

Excellent VI design should have a strong visual impact, be perfect in form, highly decorative, and unique in creativity, making it pleasing to the eye and allowing people to remember its brand meaning in pleasure. VI design with aesthetic value is closer to people's lives, has a strong affinity, and makes people like it, look at it, recognize it, and remember it. VI design is widely used in various communication media in the brand era. It can effectively guide the public's aesthetic concepts and lead the fashion trend of visual art.

The VI advertising design of real estate also needs to follow the above 4 basic principles and achieve:

Simple

The simpler and brighter the name, the easier it is to engage with consumers. Information exchange among readers can easily stimulate consumers' imagination. According to the "Nihon Keizai Shimbun" survey, the number of characters in a company name has a certain impact on recognition. The shorter the name, the more conducive to communication.

It can be seen that a name that is easy to read and remember is ideal. The names of Chinese enterprises inherited from the planned economic system are often long and dull, such as Factory X in XX industry in XX area, which are not suitable for the needs of competition in the municipal economy.

Special

One of the functions of VI is to emphasize the personality of the company as much as possible in order to expand its influence. Similarity, repetition or confusion are taboos in naming companies.

New

New and unique are sometimes inseparable. Only a name that is fresh and creative can be unique. When using a completely new word as the name of a new company, it often attracts attention, but it also runs the risk of whether it will be accepted by the public, and it is necessary to promote it repeatedly.

Bright

Names that are pronounced loudly and catchy are easier to pronounce than names that are difficult to pronounce or have poor phonology. A company with a resounding name is a prerequisite for consumers to “hear the name for a long time”.

Qiao

Cleverly use the psychological phenomenon of association to make the company name give people many hints and associations such as good, auspicious, beautiful, elegant and so on. It better reflects the taste of the enterprise and gives consumers a good impression in the market competition.