VI planning and design must grasp the basic principles such as identity, difference, nationality and effectiveness. Identity, in order to achieve the consistency and coherence of corporate image external communication, we should use unified design and unified mass communication, improve visual integration design, personalize, clarify and order information and understanding, unify the images of various forms of communication media, and create a unified corporate concept and storable and transmissible visual image, so as to concentrate and strengthen corporate image, make information communication more rapid and effective, and leave a strong impression and influence on the public. Standardize various elements of enterprise identification, from enterprise concept to visual elements, adopt the same standard design, adopt the same model for external communication, and adhere to long-term consistent application, and do not make changes easily. In order to realize identification and standardization orientation of VI design, we must adopt simplified, unified, series, combined and universal methods to completely reshape the corporate image. Simplification: refine the design content, make the organization system as clear and concise as possible under the premise of meeting the promotion needs, and optimize the system structure. For example, in VI system, the combination structure of constituent elements must be simplified, which is beneficial to the implementation of standards. Unity: In order to make the information transmission consistent and easy to be accepted by the public, it is necessary to adjust the factors that are inconsistent with the brand and corporate image. Brand, enterprise name and trademark name should be unified as much as possible, giving people a unique audio-visual impression. For example, the name, trademark and product name of Deng Hua brand Beijing Liquor produced by Beijing Niulanshan Distillery vary widely, so it is difficult for people to remember when they broadcast advertisements on China Central Radio. If the three are unified and the information is simple and concentrated, its communication effect will be greatly improved. Series: make reasonable arrangement and planning for the parameters, forms, sizes and structures of the combined elements of the design object. For example, the advertising and packaging system in the corporate image strategy should be serialized, so that it has family characteristics and a clear sense of recognition. Combination: the combination of basic design elements into common units, such as logo, standard text or symbol graphics, corporate modeling, etc. Divided into different formal units in VI basic system, it can be flexibly applied to different application systems, and some prohibited combination specifications can be stipulated to ensure the identity of communication.

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