According to the principle of strategic VI design, the information conveyed by the lines of the logo itself as a means of expression needs to conform to the brand strategy and reduce the risk of negative association or false association. As the main means of visual emotional feeling and the first element of identification, logo color must accurately locate brand strategy and express it with color. The symbolic association of the denotative meaning of the logo must accurately match the core value of the brand, and the overall association of the logo has an inclusive and relatively clear boundary, providing an extension space for the long-term development of the brand. The temperament conveyed by the overall logo design must conform to the brand strategy, and the overall temperament has a relatively specific, clear and strong appeal, so as to realize the temperament identification of the brand. The principle of unity, in order to achieve the consistency and coherence of corporate image external communication, we should use unified design and unified mass communication, and use perfect visual integration design to make information and understanding personalized, clear and orderly, unify the images of various forms of media, and create a unified storable and transmissible corporate concept and visual image. Only in this way can we concentrate and strengthen the corporate image, make information dissemination more rapid and effective, and leave a strong impression and influence on the public. Standardize all elements of enterprise identification, from enterprise concept to visual elements, adopt the same standard design, adopt the same model for external communication, adhere to long-term consistent application, and do not change easily.

In order to achieve unity and realize the standardization orientation of VI design, we must adopt simplified, unified, series, combined and universal methods to completely reshape the corporate image. The principle of differentiation, corporate image must be personalized and unique in order to gain public recognition, so the principle of differentiation is very important. The difference is first manifested in the distinction between different industries, because in the eyes of the public, enterprises and institutions in different industries have their own image characteristics. For example, the corporate image characteristics of cosmetics enterprises and machinery enterprises should be completely different. The design should highlight the characteristics of the industry, so that it has image characteristics different from other industries, which is conducive to identification and identification. Secondly, it is necessary to highlight the differences with other enterprises in the same industry in order to be unique and stand out. The principle of nationality, the shaping and dissemination of corporate image should be based on different national cultures. National culture is the fundamental driving force for the rise and success of many enterprises such as the United States and Japan. American corporate culture experts Qiu Er and Kennedy pointed out: "A strong culture is almost the driving force for the continued success of American enterprises." The unique corporate images of the world-famous "McDonald's" and "KFC" show the fast food culture of American lifestyle. In order to create a corporate image of China that can rank among the world, we must carry forward the cultural advantages of the Chinese nation. Brilliant China culture is our inexhaustible source, and there are many essences that we should absorb, which will help us to shape the corporate image with China characteristics.

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