catalogue
The basic meaning of VI
Design significance
Basic principles 1. identity
Second, differences.
Third, nationality.
Four. efficiency
Basic program of VI design
design specification
intransitive verb
editplus
visual identity
Design of Visual Identification System
Basic element system design 1. Enterprise name
2. Company logo
3. Corporate standard word
4. Standard color
5. Symbolic mode
6. Slogans put forward by enterprises
7. Corporate Mascot
8. Special fonts
Standard color design of design elements
Special pattern design
Symbol pattern design
The basic meaning of VI
Design significance
Basic principles 1. identity
Second, differences.
Third, nationality.
Four. efficiency
Basic program of VI design
design specification
intransitive verb
editplus
visual identity
Basic Elements of Visual Identification (VI) System Design
1. enterprise name 2. Corporate logo 3. Enterprise standard word 4. Standard color 5. Symbolic pattern 6. Slogans put forward by enterprises. Corporate mascot 8. Special font design elements.
Standard color design, special pattern design symbolizes pattern design, and the basic meaning of this paragraph VI is edited.
VI (visual identification) is translated into visual identification system, which is the most powerful and infectious part of CIS system. It is to transform the non-visual content of CI into static visual identification symbols, and spread them directly at the widest level in extremely rich and diverse application forms. Correctly designing and implementing a scientific visual identification system is a shortcut to spread corporate ideas, establish corporate visibility and shape corporate image.
Edit the design significance of this paragraph.
five
Enterprises can achieve this goal through VI design. Gain employees' sense of identity and belonging internally, strengthen enterprise cohesion, establish the overall image of the enterprise externally, integrate resources, transmit the information of the enterprise to the audience in a controllable way, and continuously strengthen the audience's cognition through visual symbols, so as to gain recognition. Some famous multinational companies in the world, such as General Motors, Coca-Cola, Canon, Bank of China, etc. Without exception, a set of perfect corporate image system has been established. They can be invincible in the competition, which is not unrelated to scientific and effective visual communication. In the past 20 years, some domestic enterprises have gradually introduced image recognition systems. The earliest Sun God and Jianlibao, and later Konka, Skyworth and Haier also achieved success in practice. Under the emerging market economy system in China, an effective image recognition system is very important for the long-term development of enterprises, and it has also become a run-up device for enterprises to take off.
Basic principles for editing this paragraph
VI planning and design must grasp the basic principles such as identity, difference, nationality and effectiveness.
I. Identity
To achieve the consistency and coherence of corporate image communication, it is necessary to 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 a storable and communicable visual image, so as to centralize and strengthen corporate image, make information communication 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 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 are very different, 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. Universality: It means that the design must have good applicability. If the logo will not produce visual deviation due to shrinking and enlarging, then the proportion between the lines must be moderate. If it's too dense, it will blend together. Make sure that everything from outdoor advertisements to business cards has a good recognition effect. The application of the principle of identity can make the public have a unified and complete understanding of a specific corporate image, and will not cause obstacles in recognition because of the inconsistency of corporate image recognition elements, thus enhancing the communication power of the image.
Second, differences.
In order to gain public recognition, corporate image must be personalized and distinct, 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. Japan's five world-renowned famous electrical appliance enterprises: Sony, Panasonic, Toshiba, Sanyo and Hitachi, all have unique corporate images, which are very personalized, effectively recognized by consumers and are unique in the fierce competition in the world home appliance market.
Third, 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.
Four. efficiency
Effectiveness refers to the effective implementation of the VI plan planned and designed by the enterprise. VI is a problem-solving knowledge, not an enterprise's decoration, so it can be operated, easy to operate, and operability is a very important issue. In order to be effective and play an effective role in establishing a good corporate image, enterprise VI planning must first establish an accurate image positioning according to the enterprise's own situation and marketing positioning in its planning and design, and then carry out development planning on the basis of this positioning. In this regard, organizations or individuals that assist enterprises to introduce VI plan have an important responsibility, and everything must proceed from reality and cannot cater to some unrealistic mentality of enterprise leaders. When the author helped an enterprise whose products just had a good trend of market information but its strength was not strong to introduce VI plan, the leader of the enterprise put forward an overly optimistic plan and idea, and became one of the top enterprises in China 100 within five years. If it is suitable to satisfy the abnormal mentality of entrepreneurs and construct the framework of corporate image strategy, its effectiveness will be questioned. In fact, a year later, due to marketing mistakes, the company fell into a trough. When enterprises are preparing to introduce VI plan, whether they can choose organizations or individuals with real planning and design strength is also very critical to the effect of VI plan. VI planning and design is a necessary soft investment for enterprise development, and it is a very complicated and time-consuming system engineering, which requires considerable capital investment. When I talked with a dairy company about its VI strategy, I was recognized by the company leaders. When it comes to the cost of the plan, the two sides failed to cooperate. Later, the company found an advertising company at a very low cost, and the corporate image elements such as logos and mascots were inferior. Its effectiveness can be imagined. To ensure the effectiveness of VI planning, a very important factor is that corporate executives have a good sense of modern management, have a certain understanding of corporate image strategy, and can respect the opinions and suggestions of professional VI design institutions or experts. Because there is no considerable investment, it is impossible to find high-level and powerful institutions and individuals. Moreover, the promotion of the late VI strategy will cost a lot of money. If enterprise leaders do not have a clear understanding of the necessity of introducing VI plan and can't stick to it, the previous planning and design scheme will lose its effectiveness and become worthless.
Edit the basic program of VI design in this section.
A. Preparation stage: set up VI design team to understand and digest MI, determine the basic form of VI design, and collect relevant data for comparison. The VI design team is 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. B. Design and development stage: After the establishment of the basic element design application element design VI design team, we must first fully understand and digest the business philosophy of the enterprise, thoroughly understand the MI spirit, 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. C, feedback modification stage D, research and modification feedback E, modification and finalization After the VI design is basically finalized, extensive research will be conducted to test all the details of the VI design through feedback from a certain number of respondents at different levels. VI. Compilation of VI Design Manual
Edit the design specification of this paragraph.
Among many factors, the name of the enterprise is the first to be valued. A good name can produce a charm and is an important part of the external image of the enterprise. People's memory and impression of an enterprise directly comes from its name. As the saying goes, "the name is not right", and the name of the enterprise has a great influence on its image. If the enterprise name is not suitable for information transmission, it will directly affect the business activities of the enterprise. From the perspective of communication, the key to enterprise naming lies in: Jane. The simpler and brighter the name, the easier it is to communicate with consumers and stimulate their leisure time. According to the survey of Nihon Keizai Shimbun, the number of words in a company's name has a certain influence on cognition, and the shorter the name, the better it will spread. The respondents' average cognition of four-character enterprise names is 1 1.3%, while the average cognition of eight-character enterprise names is only 2. 88%. Visible, easy-to-read and easy-to-remember names are ideal. The names left by enterprises in China from the planned economy system are often long and inflexible, such as the X factory in XX industry in XX area, which is not suitable for the needs of urban economic competition. In order to adapt to information transmission, many companies in Europe and America adopt the simplified method or use simplified names, which often have both proper names of information transmission and legal company names. For example, 3M Company uses "3M" in general business activities, and only uses the full name (Mine Sote Minlnsand Manu) when legal awareness is involved. IBM also uses the abbreviation of its full name (international business) to shape its corporate image. One of the functions of VI is to emphasize the personality of the enterprise as much as possible to expand its influence. Similarity, repetition or confusion are the taboos of enterprise naming. Sony Corporation of Japan, formerly known as Tokyo Telecom Industry Corporation, is a difficult name to read, and its English translation is too long and cumbersome. It wanted to use the abbreviation TK as its name, but found that there were many such companies in America. Akio Morita, its founder, believes that if an enterprise is to become an international enterprise, it must have a name suitable for the whole world. Akio Morita decided to give this enterprise a unique name and consulted many dictionaries. Finally, he found a Latin word "Sonus" ("sound"), which was full of rhyme, but Sonny pronounced "Sohnee" ("losing money") in Japanese, which naturally violated the businessman's taboo, so he combined Sonus and Sonny to create a new word "sony" that could not be found in the dictionary. It quickly became popular all over the world. In the past, the naming of Chinese enterprises did not pay attention to outstanding characteristics, and they were all "X factories", which buried their individuality. Phoenix Bicycle enjoys a high reputation at home and abroad, but the original Shanghai Bicycle Factory No.3, which produces this product, is little known, which makes foreign businessmen puzzled. It ranks third in China? Does the number one factory in China have better products? Later, the factory took "Phoenix" as the enterprise name, and only then did it establish a complete and trustworthy image in the international market. New. New and special are sometimes inseparable, and only names full of freshness and creativity can be unique. When a new company is named after a word that has never appeared before, it often attracts people's attention, but at the risk of being accepted by the public, it still needs to be publicized repeatedly. The word "Kodak" doesn't exist in English at all, and it doesn't have any meaning in itself, but it is loud and novel, and the manufacturer has established a unique concept through design and publicity. Bright. Loud and catchy names are easier to recite than those that are difficult to pronounce or rhyme well. An enterprise has a resounding name, which is a prerequisite for consumers to have a "long-standing reputation". For example, the "celebrity" KENWOOD in the sound system, formerly known as TRIO, has a weak sense of rhythm, and the last sound "O" has no momentum. Later, it was renamed KENWOO, which is homophonic with CAN, powerful and unique, while WOOD has a short sound and a sense of harmony, and the whole name has a strong sense of rhythm, which is well received by experts and consumers. Using the psychological phenomenon of association skillfully, the enterprise name can give people hints and associations of kindness, auspiciousness, beauty and elegance, better reflect the taste of the enterprise and leave a good impression on consumers in the market competition. The name "Wahaha" naturally reminds people of innocent and lively children, which embodies the essence of the enterprise and the enterprise purpose of promoting children's physical and mental health; "Zhuofu", which means "excellent gentleman", deduces an elegant, leading and superior style with charm and appeal; China's traditional famous brand "Safe and Blessed Land" means auspicious and festive in Chinese, and wonderful in English means "wonderful, wonderful". In short, a good name should be a perfect combination of sound, form and meaning. Generally speaking, it is easy to recognize, read, remember, look good and listen well, which makes people unforgettable at first touch, but it is another flavor when you think about it carefully. "There is no hard and fast rule on whether the brand name and enterprise name of a commodity are unified. Generally speaking, brands are more targeted because they involve specific commodities and specific consumers. First of all, the brand name must be able to communicate directly with the target public of the product, and there must be tips for consumers. For example, it is not appropriate to name daily necessities as professional products; It is not appropriate to give children's products too complicated and elegant names; The names of men's articles tend to be hard in phonology, while the names of women's articles should be soft. Secondly, brand names have hints, hints and symbols on the performance and function of goods, which can attract consumers to a certain extent, such as "Rejoice" and "Head & Shoulders" shampoo products and "beautiful and warm" sweaters. The brand name is consistent with the enterprise name, which is suitable for products with similar nature, price and target market. Launching various series of products under the same name can show the strength of the enterprise, improve the reputation of the enterprise and save advertising expenses, but this close relationship bears the responsibility of "glory for all". Risk of loss. Shanghai Phoenix Bicycle Factory and Beijing Great Wall Raincoat Company. After creating brand-name products, Japan's TDK company unifies the brand and enterprise name, thus enhancing the visibility of the enterprise, further maintaining the brand image and achieving the effect of complementing each other. The brand name is inconsistent with the enterprise name, which is suitable for enterprises with diversified operations, different product characteristics, prices and target markets. One product and one brand is conducive to maintaining the independence of brand reputation, without "collateral" influence, and can attract more consumers with different preferences. However, with more brands, soaring advertising costs and weakening of the overall image of the enterprise, some consumers only know a brand-name product and don't know who the manufacturer is, making it difficult to establish the overall image of the enterprise.