With the development of social modernization, industrialization and automation, the process of optimizing the combination is accelerating, the scale is expanding, the organization is increasingly complex, the products are updated rapidly, and the market competition is more intense. In addition, with the rapid expansion of various media and different communication channels, the audience is at a loss in the face of a lot of complicated information. Enterprises need unified and centralized VI design communication more than ever before, so it is very important to identify personality and identity. VI industry 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. VI planning and design must grasp the basic principles such as identity, difference, nationality and effectiveness. I agree that 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 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 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, the differentiated corporate image must be personalized and distinctive if it wants to be recognized by the public, 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 recognition. 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, the shaping and dissemination of national corporate image should be based on different national cultures. The rise and success of many enterprises such as the United States and Japan are driven by national culture. 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. 4. 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.