VI design includes many aspects, each of which has its own criteria and requirements, such as brand naming, trademark use, enterprise standard words, standard color matching and so on. And there are many successful cases for reference. We only take Sun Shen, the first enterprise in China that successfully introduced CI, as an example to illustrate the important role of corporate visual identity in CI strategy.
Sun God Group was originally a small-scale township enterprise. Until 1988, its output value was only 5.2 million yuan, but by 1990, its output value soared to more than 40 million yuan, from 19 1 to 800 million yuan, from 1992 to 65438+. And the amazing development speed is due to the magical role of corporate image planning.
"When the sun rises, our love will last forever" is accompanied by this melodious, majestic, passionate and energetic song. A rising sun symbolizing life, strength and health is held up by an artistic word "man", and the symbol of "Sun God" composed of red, black and white comes into people's eyes. This is an advertisement for the sun god. There is no flowery rhetoric in the whole advertisement, and there is no boast of high quality, excellent department and international gold award. Not even mentioning the products of Sun God, but its huge visual impact has left a deep impression on every consumer.
In VI design, the company decided to name the newly established group enterprise with "Sun God" and implemented the "Trinity" CI strategy. The company name covers product features, and the company name, trademark and brand are all named after Sun God.
The symbol of the sun god is based on simple and powerful circles and triangles. The circle symbolizes the sun and represents the healthy and delicious commodity function and business philosophy. Triangle has the meaning of stability and upward, representing the enterprise spirit of always full of vitality and steady progress; The herringbone shape of Sun God embodies the artistic conception of enterprise unity and upward, and the service and management concept centered on "people": the strong color contrast of three pure and distinct color images of red, white and black reflects the enterprise's mentality of being unwilling to the status quo and seeking development, and at the same time gives people a strong visual impact.
In terms of application elements, on the basis of basic elements, Sun God has unified design of product packaging, office equipment, display and logo, especially in advertising communication, which has always appeared in front of the public with a brand-new image of Sun God, which is refreshing.
Although Sun Shen's VI design is rich and colorful, it always focuses on the enterprise purpose and business philosophy, emphasizing people-oriented and market-oriented, which fully embodies VI's design philosophy. At the same time, in the process of implementing VI, it is accompanied by auditory recognition (AI) and corporate text recognition (TI), such as Sun Shen's "Song of the Enterprise" and other music compositions, Sun Shen's New Year's Day dedication, corporate academic papers, reportage and so on.
Sun God impressed the public with its excellent VI design, quickly won the recognition of consumers and successfully knocked on the market door.
(2) Haier VI
Haier's first logo is a symbol of Chinese and German children's mascot Haier graphics. The second-generation corporate logo is a new logo with the design concept of "the rising sun at sea in Ran Ran", the combination of Chinese and English standard characters, and the corporate color of "Haier Blue". At this stage, the enterprise name was simplified to "Qingdao Qingdao Haier Group Company", and the product brand was transformed into Qingdao Haier brand synchronously, realizing the unification of enterprise and product trademarks. 1993 Haier removed the graphic symbols in the second generation identification, simplified the enterprise name to Haier group, and used English Haier as the main identification symbol, which combined the trademark symbol and enterprise abbreviation to make the information more concise and direct, and pursued simplicity, stability, trust and internationalization in design. In order to establish a long-term and stable visual symbol image, China Haier and Haier mascots and Haier Haier combination design are used as auxiliary publicity.