The basic element system of VI design strictly stipulates logo graphics, Chinese and English font shapes, standard colors, restaurant symbolic patterns and their combination forms, which fundamentally standardizes the basic visual elements of the restaurant. The basic element system It is the core part of the restaurant image and the basic element system of the restaurant, including: restaurant name, restaurant logo, restaurant standard words, standard colors, symbolic patterns, groups and applications, restaurant slogans, etc.

Restaurant name

The restaurant name is closely related to the restaurant image and is a prerequisite for CIS design. It uses text to express the identification elements. The determination of the restaurant name must reflect the restaurant's business philosophy and the restaurant's philosophy; it must be unique, have a loud pronunciation, and be easy to recognize and read. Pay attention to the meaning of homophones to avoid causing undesirable ideals. The text of the name should be concise and clear, and at the same time pay attention to the international character and adapt to the pronunciation of foreigners to avoid wrong associations in foreign languages. The restaurant name that expresses or implies the restaurant image and products should be consistent with the trademark, especially the brand it represents. Products that are more well-known in the market can also be used as the restaurant name. The restaurant name should not only consider tradition, but also have the characteristics of the times.

Restaurant logo

The restaurant logo is the symbol and identification symbol of a specific restaurant. It is the core foundation of the CIS design system. The restaurant logo conveys the message of going to the restaurant through a concise shape and vivid image. Concept, content, product features and other information. The design of the logo must not only have a strong visual impact, but also express a unique personality and a sense of the times. It must express a unique personality and a sense of the times, and must be widely adaptable to various media, various materials and various supplies. Production, its expression forms can be divided into: 1. Graphic expression (including reproduced graphics, symbolic figures, geometric figures); 2. Text expression (including the combination of Chinese and foreign characters and Arabic numerals); 3. Comprehensive expression (including the combination of graphics and text) Combined with application) three aspects. The restaurant logo should be used in the CI design form as a fixed standard prototype. When designing, a standard proportion diagram must be drawn and precise values ??such as the outline, lines, and distance of the logo must be expressed. Its drawing can use grid marking method, proportion marking and arc angle marking, so that the logo can be accurately depicted and copied accurately when zooming in or out.

Standard fonts for restaurants

The standard fonts for restaurants include Chinese, English or other text fonts. The standard fonts are designed based on the restaurant name, restaurant brand name and restaurant address. The selection of standard fonts should be clear and descriptive, directly convey the name of the restaurant and brand, and strengthen the restaurant image and brand appeal. It can be determined by the full name or abbreviation of the restaurant depending on the use. The design of the font requires that the font shape is correct, aesthetic and easy to read. The line thickness and stroke structure of the font should be as clear, simple and decorative as possible. . When designing, we must consider the coordination and unity of the fonts and the logo when combining them. Careful planning must be made for the spacing and shape of the fonts. Pay attention to the systematicness and ductility of the fonts to adapt to the production of various media and different materials. Application of various item sizes. The strokes, structure and font design of the restaurant's standard font can also reflect the restaurant's spirit, business philosophy and product characteristics. The standard drawing method is to arrange the standard words in an appropriate square or diagonal grid, and indicate the height of the font. , width size and angle and other positional relationships.

Standard Colors

The standard colors of a restaurant are established colors used to symbolize the restaurant and used in all media in visual identity design. Through the sensory stimulation and psychological response of color, it can express the restaurant's business philosophy and the characteristics of the product content, and reflect the restaurant's attributes and emotions. Standard colors have a strong recognition effect in visual identification symbols. The standard color of the restaurant should be determined based on the attributes of the restaurant industry, highlighting the difference between the restaurant and its peers, and creating a distinctive color effect. The selection of standard colors is based on international standard colors. The standard colors of restaurants should not be used excessively. Many, usually no more than three colors.