First, the difference between enterprise VI and brand VI
Brand VI and enterprise VI, first of all, are aimed at very different objects: enterprise VI is mainly aimed at minority groups who directly deal with enterprises, such as dealers, suppliers, government agencies and so on. The main targets of brand VI are consumers and the public.
Relevant applications of enterprise VI, such as business cards, office supplies, office environment, etc., are only open to subordinate units. Except for individual consumers and the surrounding people, most consumers have almost never been exposed to the internal environment of the enterprise. It is impossible for consumers to come into contact with a factory like a garden or a factory like a family workshop. Consumers pay more attention to brand image and quality assurance brought by strong brands. For example, the Nike brand is entrusted to enterprises all over the world for processing, and consumers recognize the Nike brand, not the processing enterprise. Therefore, we should attach importance to both brand image and corporate image. In addition to introducing enterprise CI and VI, we should also introduce brand CI and VI.
More importantly, the effective contact radius is different: the first thing that enterprises VI and CI need to solve is direct minority contact, which is closer, but the face-to-face contact area is limited after all; What brands VI and CI want to solve is indirect public contact, and the relationship is looser but the effect is wider. Brand VI and enterprise VI are very different in "effective radius" and market function.
Second, the relationship between enterprise VI and brand VI
Brand is different from enterprise, but it doesn't mean that brand has nothing to do with enterprise. In fact, the enterprise is the internal environment where the brand exists, and the VI decoration of the enterprise is like the internal decoration of furniture; The brand seems to be a member of this family, and what represents his personal image is his clothes. People who are away from home have no chance to touch his residence at all.
Yes, business and marketing are "tedious". There seems to be "thousands" of things waiting for you to do, and no one can do more. If you only do corporate VI and don't do brand VI, you look like a person with luxurious and exquisite bedroom decoration, walking down the street in sloppy clothes, and even unkempt like a tramp.
Third, the main points of brand VI design
The core subject of VI design is the establishment of "clue elements". The main clue of enterprise VI design is enterprise logo and auxiliary graphics, and the main clue of brand VI is the brand symbol mentioned above. As for the specific expression, all roads lead to different industries, different brands and different ways in Rome.
Some brands take personalized symbols as clues, for example, Neptune Yindefa uses blue arrows as visual clues to interpret the brand. Some brands take design style as the clue, for example, September Forest takes fan-shaped design style as the main clue; Some take hue as the clue, such as purple hue as the main clue of brand visual management; Some directly take the main picture as the clue, such as Baisha, and take the flying hand as the clue.
In fact, the way to cultivate longevity brand is to use the same concept, run through the symbols as consistent as possible, and adhere to the essence of five years and ten years. Of course, "product quality" and "management mechanism" cannot be delayed! For brand VI design, there are three important principles to be adhered to in the process of brand management: 1, systematic principle; 2. Normative principles; 3. Stylistic principles.
In addition to logo, brand promotion needs another symbol, a symbol with clearer meaning and stronger personality-a symbol that can be interpreted without explanation (if it is vague, it is also strategically vague to achieve the purpose of brand memory or highlighting brand association).
The visual identification center of company image is symbol, and the central element of brand image visual identification system is brand symbol, which is the difference between brand VI and company VI in design expression. In recent decades, visual promotion has swept the world. It's just that some countries, some companies and some employees don't realize the role of vision in brand promotion. For people who are sensitive to shopping malls, these symbols are often highly generalized and condensed, and often have multiple meanings. The explanation is extremely rich, and if there is no narrator, it will be confusing and unintelligible. Designers are not responsible for designing symbols. Because the symbol is only a point-like visual symbol, a high degree of simplicity or one-sidedness is an inherent characteristic of the symbol.
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