VI stands for Visual Identity, which is corporate VI visual design and is an important part of the market (market, CIS, corporate image system). 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. The significance of enterprises importing VI system design Enterprises can achieve this purpose through VI design. Internally, we seek employees' sense of identity and belonging, strengthen corporate cohesion, and externally establish the overall image of the company, integrate resources, and convey corporate information to the audience in a controlled manner. Through visual codes, we continuously strengthen the audience's awareness, thereby Gain recognition. Some well-known multinational companies in the world, such as General Motors, Coca-Cola, Canon of Japan, Bank of China, etc., have all established a complete set of complete corporate image identification systems. They can remain invincible in the competition with scientific and effective Visual communication is not unrelated. In the past 20 years, some domestic companies have gradually introduced image recognition systems. The earliest ones were Taiyang God and Jianlibao, and later Konka, Skyworth and Haier, all of which have also achieved success in practice. Under China's emerging market economic system, if enterprises want to develop in the long term, an effective image recognition system is essential, and it has also become a stepping stone for enterprises to take off. VI system visual basic elements design Corporate logo Corporate logo can be divided into the company's own logo and product logo. Characteristics of corporate logo: First, recognition. Second, it is systematic. Third, unity. Fourth, imageability. Fifth, the nature of the times. Corporate logo design work process: Investigate the actual business status of the company and analyze the current status of the company's visual design, which specifically includes the following status: First, the corporate philosophy and spiritual connotation and the company's overall development plan. Second, the business scope, product characteristics, service nature, etc. of the enterprise. Third, the company’s marketing status and market share. Fourth, the company’s visibility and reputation. Fifth, business operators’ expectations for the entire image strategy and visual identity style. Sixth, the current situation of the company's relevant competitors and the characteristics of the industry, etc. 1. Establish a clear concept. 2. Specific design performance. 3. The meticulousness of the marking work: First, the meticulousness of the marking details. Second, the digitization of sign forms: one is gridding, the other is proportional size sign method, and the third is arc angle sign method. Third, the diversity of logo forms: changes in line thickness; changes in positive and negative shapes; changes in color and black and white; changes in various points, lines, and surfaces (such as hollow bodies, mesh patterns, points into surfaces, lines into surfaces etc.); Corresponding to changes in form of different media; Changes in shrinking or enlarging forms. Corporate standard fonts Corporate standard fonts are a font that is an overall combination of corporate name, corporate trademark abbreviation, event theme, advertising slogan, etc. Characteristics of enterprise standard words: First, recognition. Base two, readability. Third, design. Fourth, systemic. Types of enterprise standard characters: First, standard characters for enterprise names. Second, the product or brand name should be in standard words. Third, the logo font. Fourth, standard words for advertising activities. Enterprise naming or renaming: Enterprise renaming plans have the following situations: First, comprehensively change the company name, including basic visual elements such as existing standard words and standard colors. Second, partially change or simplify the company name, and introduce new standard characters and colors at the same time. Third, phased changes. Fourth, unify the company name and trademark brand name.

Fifth, under the premise that the standard characters and colors of the company name remain unchanged, according to different use occasions, develop changing forms suitable for different occasions in order to achieve the feeling of form change. Standard word drawing method: There are two commonly used methods for standard word drawing method: One is the grid representation method. Second, direct marking method. Corporate Standard Colors Corporate standard colors refer to colors that an enterprise sets to reflect its unique spiritual philosophy, organizational structure, operational content, marketing, and style through the visual perception of color. Development and setting of standard colors: Investigation and analysis stage: First, analysis of the use of existing standard colors in the enterprise. Second, analysis of the public’s understanding and image of the company’s current color. Third, analysis of the use of standard colors by competing companies. Fourth, analysis of public perception and image of standard colors of competing companies. Fifth, analysis of the relationship between corporate nature and standard colors. Sixth, analysis of market expectations for corporate standard colors. Seventh, analysis of taboo colors such as religion, ethnicity, and regional customs. Concept setting stage: Positive, healthy, warm, etc. (such as red); Harmonious, tender, willful, etc. (such as orange); Bright, hopeful, frivolous, etc. (such as yellow); Growing, Peaceful, fresh, etc. (such as green); Honest, rational, negative, etc. (such as blue); Noble, delicate, mysterious, etc. (such as purple); Heavy, classical, scary, etc. (such as Such as black); clean, sacred, pale, etc. (such as white); ordinary, modest, neutral, etc. (such as gray). Color image stage: Through the setting of corporate image concepts and corresponding color concepts and keywords, the corresponding color image expression system is further established. Simulation test stage: First, psychological investigation on the association of colors with concrete objects, the association of abstract emotions, and hobbies. Second, physiological effect tests such as color visual perception, memory, and attention span. Third, the analysis and evaluation of physical factors such as technology, materials, economics, etc. in the implementation of color production. Color management stage: This stage is mainly about making numerical specifications for the use of corporate standard colors, such as color symbols and printing color values. Implementation supervision stage: Approval of standard colors made of different materials; Color correction of print proofs; Evaluation of product colors; Collection and organization of other usage data, etc. Auxiliary graphics Auxiliary graphics are auxiliary visual elements in the corporate identity system, which include the design of three aspects: corporate shape, symbolic pattern and layout. 1. The design and application of corporate styling (also known as commercial characters, mascots, and commercial logos): Corporate styling is cartoon-style characters, animals, plants, landscapes, or Other inanimate objects, etc., as specific symbols of the enterprise. Application of corporate styling: First, two-dimensional media, such as printed matter, etc. Second, three-dimensional media, such as film and television media. Third, outdoor advertising and POP advertising, such as street signs and car bodies. Fourth, corporate public relations items and product packaging, such as gifts, etc. 2. The design composition of corporate symbolic graphics: Symbolic graphics are not purely decorative library cases, but an expanded connection of the company’s basic visual elements. The design themes of corporate symbolic graphics: First, take the shape of the corporate logo as the development matrix. Second, use the meaning of the corporate logo or corporate philosophy as the development matrix. 3. Layout design: A general layout includes three parts: header, center, and foot. The content elements of layout include a combination of basic elements in the visual recognition system, text (text and pictures), corporate styling, etc., which are located on the layout. of different locations. Layout layout commonly uses two methods to express its structure: First, direct marking method. Second, the symbol method. The combination of the basic elements of corporate visual identity is designed according to the specifications and arrangement direction of the specific media in different forms such as horizontal arrangement, vertical arrangement, size, and direction.

The content of the combination of basic elements: First, the minimum specified value of space is set to separate the target from its background or surrounding elements. Second, the proportional size, spacing direction, positional relationship, etc. between the corporate logo and other elements. The combination of the logo and other elements often takes the following forms: First, the combination of the logo and the Chinese name or abbreviation of the enterprise; Second, the combination of the logo and the brand name; Third, the combination of the logo and the full or abbreviated English name of the enterprise; Fourth, the logo The combination of the logo with the company name or brand name and company selection; the fifth is the combination of the logo with the company name or brand name and corporate slogans, advertising slogans, etc.; the sixth is the combination of the logo with the company name and address, phone number and other information. Prohibited combination of specifications: First, adding other styling symbols to the combination of specifications. Second, the size, advertising, color, position, etc. of the basic elements in the standard combination are changed. Third, the basic elements are processed beyond the standard, such as logo framing, three-dimensionalization, network cableization, etc. Fourth, the standard combination is changed such as character spacing, font deformation, flattening, and oblique changes. Special fonts Special fonts include existing standard fonts and designated fonts. Standard fonts: mostly used for company names, product names, trademark names, etc. Specified font: Commonly used for department names, facility names, branch names and addresses, advertising content, formal documents, etc. Things to note when designing and selecting special fonts: First, investigate and sort out the usage scope, purpose, usage status, etc. of the special fonts. Secondly, when choosing a designated font, consideration should be given to coordinating the style with basic elements such as the logo and standard fonts. Third, the type of fonts selected and the combination form and method of words should follow certain rules and form a text system that is readable, reproducible, and identifiable. Preparatory work for the design of VI system visual application elements. Investigation of the current status of application element projects. Collection classification of current projects: The collection of existing application element projects mainly focuses on the following project contents: First, office supplies, such as business cards, various Documents, etc. Second, advertising promotions, such as brochures, TV commercials, announcement materials, etc. Third, signboards, such as flags, various guidance signs, etc. Fourth, transportation tools, such as transportation trucks, trailers, etc. Fifth, product packaging, such as trademarks, wrapping paper, etc. Sixth, employee uniforms, such as badges, work clothes, etc. Seventh, the architectural environment category, such as exteriors, offices, etc. Eighth, display ceremonies, etc., such as commemorative events, display environments, specialty stores, etc. Determination of application element design and development strategy: For a specific application element design project in a certain corporate image, necessary determinations should be made about its objective constraints and basis before developing the design to avoid that although the design project is beautiful, it cannot Problems of use: First, the function needs of the project. It mainly refers to the basic conditions necessary to complete the finished product of the design project, such as shape, size specifications, material, color, production method and use, etc. Second, there are legal restrictions on project use. Regulations and regulations on environmental factors such as envelope specifications and signboard instructions. Third, the needs of the nature of the industry. It mainly refers to some established regulations or needs in the industry in which the enterprise operates, such as documents and packaging regulations for office supplies. Expanded directory of specific application design projects of the VI system: 1. Office supplies; 2. Packaging products; 3. Flag planning; 4. Employee uniforms; 5. Media logo style; 6. Advertising signs; 7. Interior External indication category; 8. Environmental style category; 9. Transportation category; 10. Display style category; 11. Store style category; 12. Others.

The project details of the office supplies category include: 1. Business cards 2. Letter paper 3. Envelopes 4. Notes 5. Various types of briefcases 6. Information bags 7. Salary bags 8. File bags 9. Practical books 10. Quotations 11. Various types Forms and accounts 12. Various cards (such as invitation cards, birthday cards, Christmas cards, greeting cards) 13. Annual calendar, monthly calendar, calendar 14. Business diary 15. Certificates, medals 16. Tea sets 17. Office facilities and other utensils (such as paper Towns, pen holders, ballpoint pens, pencils, rain gear holders, staplers, fax machines, etc.) Main design elements: The main design elements of office supplies generally include: Corporate logo Corporate name (full name or abbreviation) Logo word Standard word Standard color Corporate shape Symbolic graphics: Company signature address, phone number, telegram, telex, email address, postal code, company slogan, operation content, business supplies name (such as "invitation", "contract"), graphics, text, composition, texture, production process and other packaging products Details of packaging product projects: 1. Outer packaging box (large, medium, small), 2. Packaging box (large, medium, small), 3. Wrapping paper (single color, double color, special color), 4. Packaging bag (paper, plastic, cloth, leather and other materials), 5. Special packaging (referring to packaging for specific gifts, events, and publicity), 6. Container packaging (such as bottles, cans, plastic, metal, resin and other materials ), 7. Handbag (large, medium, small), 8. Sealing tape (wide, narrow), 9. Packaging sticker (large, medium, small), 10. Packaging seal (large, medium, small), 11 , Packaging rope, 12. Product appearance, 13. Product trademark indication, 14. Product hangtag, 15. Product nameplate, etc. Main design elements: Packaging form: single piece design, complete set design, combination design, assembly design, etc. Components: Corporate signature (logo, standard fonts, standard colors, corporate shape, symbolic graphics, etc.), graphics (photography, illustrations, etc.), text (instructions for use, quality assurance, etc.), material (paper, plastic, metal, cloth, etc.) Leather, etc.), structure, production process, etc. Details of the main projects in the flag planning category: 1. Company flag (logo flag, name flag, corporate style flag) 2. Commemorative flag 3. Horizontal hanging flag 4. Reward flag 5. Promotional flag 6. Celebration flag 7. Themed flag wait. 8. Various types of hanging flags are mostly used to enhance the environmental atmosphere, and combined with company flags with different contents, form a strong image recognition effect. Basic design elements: Corporate logo, corporate name, abbreviation, standard color, corporate shape, slogan, brand name, trademark, graphic material (paper, cloth, metal, etc.) Main design elements of employee uniforms: Application of basic corporate visual elements, such as corporate logo, corporate name, standards Color, advertising slogans, etc. The internal and external shape of the uniform (appearance, internal style, etc.) Materials (such as simple and natural cotton and linen fabrics, solemn and straight woolen materials, gorgeous and elegant silk satin materials, etc.) Uniform colors for different job types Customized buttons , ties, tie clips, zippers, belts and other clothing accessories