83% of the external information people perceive reaches people's minds through visual channels. In other words, vision is the most important and main channel for people to receive external information. The visual identification of corporate image is to transform the non-visual content of CI into static visual identification symbols, which are directly spread at the widest level in extremely rich and diverse application forms.
Scientific design and good visual recognition are the quick ways to spread business ideas, establish corporate visibility and shape corporate image.
Two. VI Application Element System Design Table
1. Hotel project
Furniture, ashtray, cushion, tableware, customer stationery, etc. Commodities and packaging
Commodity packaging design, wrapping paper, packaging box, packaging box, badge, envelope, seal, label, adhesive tape, label, etc.
2. Symbolic classes
Company name signboard, architectural appearance, signboard, outdoor lighting, neon lights, entrance and exit instructions, window display, movable signboard, road sign, memorial building, various signboards, and various commercial signboards and signs used by dealers.
3. Bill category
Orders, manifests, bills, orders, bills, application forms, notices, confirmation letters, contracts, checks, receipts, etc.
4. Stationery
Special stationery, notes, envelopes, official documents, file bags, letters of introduction, etc.
5. Clothing category
Work clothes, uniforms, work hats, ties, bow ties, handkerchiefs, tie clips, umbrellas, handbags, etc. Wages of male and female workers.
6. Print categories
Stocks, annual reports, company lists, investigation reports, self-run newspapers and periodicals, company resumes, profiles, awards, etc.
7. Categories of mass communication
Newspaper advertisements, magazine advertisements, TV advertisements, radio advertisements, mail advertisements, etc.
8. Class 8. Special card
Product brochures, advertising leaflets, exhibition layout, public relations magazines, promotional materials, audio-visual materials, seasonal greeting cards, postcards and various POPs.
9. Transportation
Appearance identification of commercial vehicles, advertising vehicles, trucks, employee commuter vehicles, etc.
10. certificate
Badges, armbands, business cards, ID cards, company flags
Third, the basic principles of VI design
VI design is not a mechanical symbolic operation, but a vivid expression with MI as its connotation. Therefore, VI design should reflect the business philosophy of enterprises from multiple angles and in all directions.
VI design is not a designer's whimsy, but needs strong feasibility. If the implementation is too troublesome, or the implementation is affected by high cost, even the best VI will become a castle in the air because it is difficult to implement.
(1) The principle of unified style
(2) the principle of strengthening visual impact.
③ Emphasize the principle of humanization.
④ The principle of strengthening national individuality and respecting national customs.
⑤ the principle of enforceability
⑥ The principle of conforming to aesthetic laws.
⑦ The principle of strict management
VI system is complicated. Therefore, in the implementation process over the years, we should pay full attention to the arbitrariness of various implementation departments or personnel, and strictly follow the provisions of the VI manual to ensure that they do not go out of shape.
Four. Basic program of VI design
VI design procedures can be roughly divided into the following four stages:
① Preparation stage:
Establish VI design team
Understand and digest MI, and determine the basic form that runs through VI.
Collect relevant information for comparison.
The preparation of VI design should start with the establishment of a special working group, composed of people with their own strengths. The number is small, but it is lean and pragmatic. Generally speaking, it should be held by the senior person in charge of the enterprise. Because this person has a more thorough understanding of the enterprise's own situation than ordinary managers and designers, and has a stronger macro-grasp ability. Other members are mainly people from various specialized industries, mainly artists, supplemented by marketers and market researchers. If conditions permit, professionals from aesthetics, psychology and other disciplines are also invited to participate in some design work.
② Design and development stage
Basic element design
Application element design
After the establishment of VI design team, we should first fully understand and digest the business philosophy of the enterprise, thoroughly understand the spirit of MI, and find the combination point with VI. This work depends on the full communication between VI designers and enterprises.
After everything is ready, the VI design team can enter the specific design stage.
③ feedback correction stage
Investigate and correct feedback
Modify and finalize the design
After the VI design is basically finalized, a large-scale investigation is needed to test the details of VI design through the feedback of a certain number of respondents at different levels.
④ Write VI manual.
The compilation of VI manual is the last stage of VI design.
Five, the basic elements of VI design-logo design
Marks are divided into enterprise marks and product marks.
Signs; emblem
Enterprise logo is the logo of the entity engaged in production and business activities, and product logo is the logo of the products produced by the enterprise, also called trademark.
Characteristics of enterprise logo
Unique and distinctive recognition is the primary feature of corporate logo.
Symbolism of spiritual connotation is the essential feature of corporate logo.
Conforming to aesthetic modeling is an important feature of corporate logo.
Extensibility in implementation is an essential feature of enterprise logo.
Signs have a wide range of applications, so the design of signs should consider the expression effects of plane, three-dimensional and different materials. Some signs are beautiful in design, but complicated and expensive, which inevitably limits the wide and convenient application of signs.
Enterprise logo should have the color of the times
In the process of logo design, we should fully consider the color of the times, and modify it randomly according to the situation in the future implementation process.
Design principles of enterprise logo
From the perspective of modeling, signs can be divided into two types: concrete and abstract. There are three types of concrete abstract combinations.
On the basis of concrete images (mostly physical graphics), through various modifications such as simplification, generalization and exaggeration, the image logo is designed and issued. Its advantage lies in the intuitive expression of visual characteristics, which makes people clear at a glance.
Abstract logo is a logo designed with modeling elements such as point, line, surface and body. It breaks through the bondage of concreteness, has a large space for modeling effect, and can produce strong visual stimulation, but it is easy to produce uncertainty in understanding. For example, the logo of Mitsubishi Corporation of Japan.
The combination of concrete and abstract logo is the most common. Because it combines the advantages of concrete and abstract logo design types, its expression effect is particularly outstanding.
No matter what form of logo design, we should follow the following principles.
Logo design should reflect the business philosophy of the enterprise and highlight the corporate image.
Logo design should combine the industry characteristics and product characteristics of enterprises.
Logo design should conform to the aesthetic characteristics of the times.
Basic element design of intransitive verbs-standard word design
Standard character design refers to the creative design of enterprise (product) names to form a combination with unique style and outstanding personality.
First, the characteristics of standard Chinese characters
Recognition is a common feature of standard words.
Because the standard word represents a specific corporate image, it must have a unique overall style and distinctive personality characteristics, so that the enterprise it represents can stand out from many comparable objects and be unforgettable.
Readability is the basic feature of standard characters.
Modeling is the key feature of standard characters.
Seriality is the application feature of standard word design, that is, there should be a series of standard words with the same style, which are suitable for various occasions.
Second, the design steps of standard Chinese characters
Determine the overall style
An enterprise should have its own internal style different from other enterprises, and different font shapes and combination forms also have their own internal style characteristics, so as to find the organic connection between them.
Conceive a basic model
Static visual error
Common illusions and corrections
Chinese characters are square, but in actual visual effect, slightly longer Chinese characters look more beautiful than regular squares. This is because there are many people standing up and down the frame structure of Chinese characters, and only some strokes are supported on the left and right, and more horizontal and less vertical also enhance the sense of height of Chinese characters. Therefore, words written according to squares of the same size are likely to be uneven and of different sizes.
Attached:
A complete set of VI catalogs
I. VI Basic Design Projects
1. corporate logo design
Enterprise logo and logo creative description
Marking ink draft
Logo highlight renderings
Symbol standardization drawing
Marked grid coordinate diagram
Mark reserved space and minimum scale limit
Logo specific color effect display
2. Enterprise standard fonts
Chinese font of enterprise full name
Chinese font of enterprise abbreviation
Chinese font grid coordinate map of enterprise full name
Chinese font grid coordinate map for enterprise abbreviation
Enterprise full name English font
English font of enterprise abbreviation
English font grid coordinate map of enterprise full name
English font grid coordinate diagram of enterprise abbreviation
3. Enterprise standard color (color plan)
Enterprise standard color (printing color)
Auxiliary color series
Color recognition of subordinate industries
Provisions on the use of background color
Special table for color combination
Chromaticity and hue of background color.
4. Enterprise modeling (mascot)
Color sketch and modeling description of mascots
Mascot three-dimensional renderings
Basic dynamic modeling of mascots
Specification for monochrome printing of enterprise mascot modeling
Specification for the deployment and use of mascots
5. Enterprise symbol graphics
Symbol graphics color manuscript (unit graphics)
Sketch of symbolic graphics extension effect
Symbolic graphics use code
Code for combination of symbols and graphics
6. Enterprise-specific printing fonts
Enterprise special printing font
7. Basic component combination specification
Various patterns of combination of symbols and standard language
Logo and symbol graphics combine multiple modes.
The logo mascot combines a variety of patterns.
Signs are combined with standard characters, symbolic figures and mascots in various ways.
Basic elements prohibit the combination of multiple patterns.
Two. VI application design project
1. Office supplies design
Senior executive business card
Business card of intermediate supervisor
Employee business card
envelope
Domestic envelope
International envelope
large envelope
writing paper
Household stationery
International stationery
Special stationery
pay attention to
Fax paper
cheque holder
Contract editing
Standard form of contract
tray
pay packet
Identity card (work permit)
Temporary work permit
get through
Working notebook
FOLDER
documents pouch
Document cover
Document paper
Official letter paper
memorandum
communiqué
monument
file header
Specification for vertical and horizontal tables
Telephone records
office stationery
Letter of appointment
Job opportunities
A certificate/certificate
public notice
Maintain the layout of the cover page and inner page of the website.
Layout of cover and inner page of product manual
timecard
go on vacation
cardcase
Business card desk
Desk sign
Timely marking
suggestion box
Manuscript box
Company badge
paper cup
Teacups and coasters
Office pens and penholders
notebook
notebook
Briefcase
Address list
Property number plate
certificate of training
Flag seat modeling of national flag, enterprise flag and mascot
put up flags
Roof flag
Vertical flag
Table mark
2. Public relations gift design.
greeting card
Special invitation
Invitations and envelopes
handbag
wrapping paper
key card
Mouse pad
Calendar layout specification
Layout specification of desk calendar
Calendar card layout specification
Postcard layout specification
Small gift box
Gift supply
Identification umbrella
3. Staff clothing and dress code
Manager's Men's Wear (suit \ white collar \ tie \ tie clip)
Manager's Women's Wear (Skirt \ Western Gift Dress \ Tie \ Chest)
Chunqiu shirt (short sleeve)
Spring and Autumn Shirt (Long Sleeve)
Men's wear for employees (suit \ blue collar shirt \ vest)
Women's clothing for employees (skirt \ suit \ tie \ bra)
Winter cold-proof overalls
Jacket
Sportswear, sports hat, T-shirt (cultural shirt)
Clothing for field personnel
helmet
helmet
4. Enterprise body design
servicer
A van/minibus
Ordinary bus
Large transport truck
Small transport van
Pallet carrier
Special vehicle type
5. Symbolic indication system
The appearance of enterprise gate
Appearance of enterprise workshop
Schematic diagram of office building
Building outdoor signboard
Company name signboard
Company name marble slope treatment
Movable signboard
Company organization plan
Gate entrance indication
Glass door
Floor sign
guide sign
Public facilities identification
Bulletin board
Code for setting building signs in production areas
On-site road guide card
Site signpost
Site sign
Welcome poster
Outdoor field light box
Parking area sign
On-site road guide card
Workshop signs and ground guide lines
Workshop signs and ground guide lines
Specification for house number of production workshop
Vertical number of branches and factories
Number plate (house)
Production area plan
Production area indicator
Reception and background board
Slogan sign of indoor enterprise spirit
Warning decorative tape for glass doors and windows
Workshop indoor sign
warning signal
Common * * * zone indicator symbol
Company internal access instructions
Departmental working group description
Description of internal operation flow
Exit/entrance planning of each business room
6. Sales storefront identification system
Small sales storefront
Large sales storefront
Horizontal, vertical and square signboard of storefront
Layout specification of shopping guide flow chart
In-store background board (image wall)
Shop stall
Accessories cabinets and shelves
Shop light box
Vertical wall lamp box
data frames
garbage can
Indoor climate
7. Enterprise commodity packaging identification system
Large cargo transport packaging
Outer packing box (wood, paper)
Commodity series packaging
Gift box packaging
wrapping paper
Accessories packaging carton
certificate
Product identification card
storage card
Guarantee card
Quality notification layout specification
Specification layout specification
seal gum
Conference service supplies
8. Enterprise advertising norms
Television advertising logo freeze-frame
Layout specification of newspaper advertising series (full page, half page, banner)
Magazine advertising specification
Poster layout specification
Series theme poster
Specification for layout of large street signs
Specification for light box advertising
Specification for bus body advertising
Advertising specification for double-deck car body
T-shirt advertisement
Specification for horizontal and vertical banner advertisements
Advertising specification for large hydrogen balloons
Performance effect of neon red light sign
Direct mail DM publicity page layout
Paper cups for advertising and promotion
Triple layout specification of direct mail advertisement
Cover and layout specifications of company brochures
Code for design of annual report cover
Code for design of front cover and back cover of leaflets
Product single page specification
Specification for folding publicity cards 7
Web page layout specification
Specification for classified web page layout
Specification for CD cover
Qingtian light box advertising brochure
Wall advertisement
Advertising specification for roof light box
Night view effect of outdoor signs
Specification for exhibition board display
Specification for counter vertical POP advertising
Site-based POP specification
Pause POP specification
Specification for layout of product technical data description
Technical specification of products
Street sign advertising format
9. Exhibition indication system
Standard booth and exhibition board form
Schematic diagram of special booth
Standard booth specifications
Sample pavilion
Sample display board
Product description board
data frames
Conference service supplies
10. Recycling tools
Color ticket sample standard color
Auxiliary color of color ticket sample
Standard combination form
Symbolic pattern sample
Example of mascot modeling
Do a famous pslogo tutorial in 5 minutes. What if you don't come? First, let's create a new file of any size. I used 1920* 1280 pixels, and the background color was #232323.
Add a gradient to the background layer.
Add a noise of 1 pixel, Gaussian distribution, and check Monochrome.
Join our logo
Convert the LOGO layer into a smart object, and then copy two layers to get a total * * * three-layer LOGO layer, which is what we use to do the effect.
It should be noted here that you must first turn to smart objects, and then add layer styles or filters, including making other LOGO display templates yourself.
The three layers are named 1, 2, 3, which is convenient for us to operate and explain.
Our idea is to use 1 layer for projection and so on, and the second layer for overall effect and the third layer for effect superposition, so we should operate the second layer first.
First, we add a bevel and a relief.
Check the contour lines and select the tapered contour line from the contour line drop-down list.
Add an inner shadow.
Add a symmetrical gradient.
Add a projection.
Now that we have finished creating the theme, our effects are as follows:
Next, we add a projection effect. We choose 1 layer, change the fill to 0, and add an external light.
Add a projection.
Ok, now our effect is as follows.
Next, we choose 3 layers for the final effect superposition. Similarly, first set the fill to 0, and add a bevel and relief.
I would like to ask, how is the following text logo renderings made? With what software? Generally, the renderings of this logo are all made with ai. If you want to know more about the production process, you can learn about this software first. Because there are still many things involved in software.