The characteristics of corporate logo: first, identifiability. The second is systematic. Third, unity. Fourth, visualization. Fifth, the times. The workflow of enterprise logo design: investigate the actual operation of the enterprise and analyze the present situation of enterprise visual design, including the following situations: 1. The connotation of enterprise spirit and the overall development plan of the enterprise. Second, the business scope, commodity characteristics and service nature of the enterprise. Third, the marketing situation and market share of enterprises. Fourth, the visibility and reputation of the enterprise. Fifth, the expectations of business operators on the overall image strategy and visual recognition style. Sixth, the current situation of related competitors and the characteristics of this industry. 1, establish a clear concept. 2. Specific design performance. 3. Meticulousness of marking operation: 1. Meticulousness of marking details. Secondly, the sign forms are digitized: first, gridding, second, proportional size sign, and third, arc angle sign. Thirdly, the diversity of logo forms: the change of line thickness; Change of positive and negative shapes; Changes in color and black and white; Various changes of points, lines and surfaces (such as hollow bodies, reticulated patterns, points into surfaces, lines into surfaces, etc.). ); Corresponding to the morphological changes of different media; Reduce or expand changes in form. Enterprise standard word enterprise standard word is a font that integrates enterprise name, enterprise trademark name abbreviation, activity theme and advertising language. Characteristics of enterprise standard words: 1. Recognition. Second, readability. Third, design. Fourth, systematic. Types of enterprise standard words: 1. Standard words of enterprise name. Two, the standard words of product or trademark name. Third, the logo font. Fourth, the standard wording of advertising activities. Enterprise naming or renaming: There are the following situations in the enterprise renaming scheme: First, the company name is completely changed, including basic visual elements such as existing standard characters and standard colors. Second, partly change or simplify the name of the enterprise, and at the same time introduce new standard words and colors. Third, phased changes. Fourth, unify the enterprise name and trademark brand name. Fifth, under the premise that the standard words and colors of enterprise names remain unchanged, different forms adapted to different occasions are developed according to different use occasions, so as to achieve the feeling of form change. Standard character drawing: There are two methods commonly used in standard character drawing: one is grid representation. Second, direct marking method. Enterprise standard color enterprise standard color refers to the color set by the enterprise to reflect the unique spiritual concept, organization, business content, marketing and style of the enterprise through visual perception of color. Formulation and setting of standard colors: investigation and analysis stage: first, analyze the use of existing standard colors in enterprises. Secondly, the image analyzes the public's understanding of the existing color of the enterprise. Thirdly, analyze the application of standard color in competitive enterprises. Fourthly, the public's image analysis of the standard color of competitive enterprises. Fifthly, the relationship between enterprise nature and standard color is analyzed. 6. Market expectation analysis of enterprise standard color. Seventh, the analysis of taboo colors such as religion, nationality and regional habits. Concept setting stage: positive, healthy, warm, etc. (such as red); Harmony, warmth, willfulness, etc. (such as orange); Bright, hopeful, frivolous, etc. (such as yellow); Growing, peaceful, fresh, etc. (such as green); Honesty, rationality, negativity, etc. (such as blue); Noble, exquisite, mysterious, etc. (such as purple); Thick, classical, scary, etc. (such as black); Clean, sacred, pale, etc. (such as white); Ordinary, moderate, neutral, etc. (such as gray). Color image stage: by setting the concept of corporate image and the corresponding color concepts and keywords, the corresponding color image expression system is further established. Simulation test stage: first, psychological investigation, such as association with colored concrete objects, association with abstract feelings and hobbies. Secondly, the physiological effects of color visual perception, memory and attention are tested. Thirdly, the physical factors such as technology, materials and economy in the implementation of color production are analyzed and evaluated. Color management stage: this stage is mainly to standardize the use of enterprise standard colors, such as color symbols and printing color values. Implementation supervision stage: approval of standard colors of different materials; Carry out color correction on that proofing of prin matter; Evaluate the color of goods; Data collection and arrangement of other conditions of use. Auxiliary graphics Auxiliary graphics are auxiliary visual elements in enterprise identification system, which include enterprise modeling, symbol pattern and layout. 1. Design and application of corporate modeling (also known as corporate role or mascot, corporate logo painting): Corporate modeling takes cartoon characters, animals, plants, landscapes or other inanimate objects as specific symbols of enterprises, aiming at strengthening and highlighting the individual characteristics of enterprises or products. The application of enterprise modeling: first, two-dimensional media, such as printed matter. The second is three-dimensional media, such as film and television media. The third is outdoor advertising and POP advertising, such as street signs and car bodies. Fourth, corporate public relations supplies and commodity packaging, such as gifts. 2. The design composition of enterprise symbol graphics: symbol graphics are not purely decorative library cases, but an extension of basic visual elements of enterprises. The design theme of corporate logo graphics: 1. The modeling of corporate logo is a development matrix. Second, take the meaning of corporate logo or corporate philosophy as the development matrix. 3. Layout design: The overall layout includes three parts: top, middle and bottom. Layout elements include the combination of basic elements in visual recognition system, words (words and pictures), corporate modeling and so on. They are located in different positions in the layout. Layout usually expresses its structure in two ways: one is direct marking. Second, sign the law. According to the specifications and arrangement direction of specific media, the basic elements of enterprise visual identity are designed in different forms such as horizontal arrangement, vertical arrangement, size and direction. The content of basic element combination: 1. The target is separated from its background or surrounding elements, and the space is set to the minimum specified value. Secondly, the scale, spacing direction and position relationship between corporate logo and other elements. The combination of logo and other elements often takes the following forms: first, the combination of logo and Chinese name or abbreviation of enterprise; The second is the combination of logo and brand name; Third, the combination of logo and full name or abbreviation of enterprise English name; Fourth, the combination of logo and enterprise name or brand name and enterprise choice; Fifth, the combination of logo and enterprise name or brand name, enterprise propaganda slogan, advertising language, etc. Sixth, the combination of logo and enterprise name, address, telephone and other information. Prohibit specification combination: First, add other modeling symbols to the specification combination. Secondly, the size, advertisement, color and position of the basic elements in the specification combination have changed. Third, the basic elements have been processed outside the specification, such as framing, stereo, network and so on. Fourthly, the standard combination has made changes in word spacing, font deformation, flattening, oblique direction and so on. Special fonts Special fonts include existing standard fonts and specified fonts. Standard font: it is mostly used for enterprise name, commodity name, trademark name, etc. Designated font: commonly used for department name, facility name, branch name and address, advertising content, official documents, etc. Matters needing attention in designing and selecting special fonts: First, investigate and sort out the scope, purpose and usage of special fonts. Secondly, the selection of designated fonts should be coordinated with the styles of basic elements such as logos and standard fonts. Thirdly, the types of fonts should be selected, and the combination forms and methods of characters should be regular to form a readable, reproducible and recognizable character system. Design and preparation of prospective application elements of intransitive verb system Investigation on the current situation of application elements: The collection and classification of existing application elements mainly focus on the following items: First, business supplies, such as business cards and various documents. Secondly, advertising promotion, such as brochures, TV advertisements, announcement materials, etc. Third, identify signboards, such as flags and various guiding signs. Fourth, means of transport, such as transport trucks and trailers. Fifth, commodity packaging, such as trademarks, wrapping paper, etc. Sixth, employee uniforms, such as badges and work clothes. Seventh, the building environment, such as appearance, office, etc. Eighth, exhibition ceremonies, such as commemorative activities, exhibition environment, specialty stores, etc. Determination of the development strategy of application factor design: For a specific application factor design project in an enterprise image, before the development and design, it is necessary to determine its objective constraints and basis to avoid the problem that the design project is beautiful but useless: First, the functional requirements of the project. Mainly refers to the basic conditions necessary to complete the finished product of the design project, such as shape, size, material, color, manufacturing method and use. Second, the legal restrictions on the use of the project. Such as the specifications of envelopes and signboards. Third, the needs of the nature of the industry. Mainly refers to some established regulations or requirements of the industry where the enterprise is located, such as documents and packaging regulations in transactional supplies. VI system specific application design project extension directory: 1, trading supplies category; 2. Category of packaged products; 3. Flag planning; 4. Staff uniforms; 5. Media logo style; 6. Advertising signs; 7. Indoor and outdoor indicators; 8. Environmental style category; 9. transportation; 10, displaying the style class; 1 1, store style class; 12, others. The details of business supplies include: 1, business card 2, stationery 3, envelope 4, memo 5, various briefcases 6, information kit 7, salary bag 8, document bag 9, joint copy 10, quotation1,various forms and bills1. Calendar, calendar, calendar 14, business diary 15, certificate of merit, medal 16, tea set 17, office facilities and other appliances (such as paper town, pen container, ballpoint pen, pencil, rain gear rack, stapler, fax machine, etc.). ): The main design elements of business supplies generally include: corporate logo, corporate name (full name or abbreviation), logo word, standard word, standard color, corporate modeling symbol, corporate signature address, telephone number, telegram, telex, e-mail, postal code, corporate slogan, business content, business supplies name (such as "invitation letter" and "contract"), graphics, text and so on. Outer packing box (large, medium and small), 2, packing box (large, medium and small), 3, wrapping paper (single color, double color and special color), 4, packaging bag (paper, plastic, cloth, leather and other materials), 5, special packaging (special packaging), 6, container packaging (such as bottles, cans, plastic, leather and other materials) Components: enterprise signature (logo, standard font, standard color, enterprise modeling, symbol graphics, etc. ), graphics (photography, illustration, etc. ), text (instructions for use, quality assurance, etc. ), materials (paper, plastic, metal, cloth, leather, etc. ), structure, manufacturing process, etc. Main project details of flag planning: 1, company flag (logo flag, name flag, corporate modeling flag) 2, commemorative flag 3, horizontal flag 4, reward flag 5, promotion flag 6, celebration flag 7, theme flag, etc. 8. Among them, all kinds of flags are mostly used to render the surrounding atmosphere, which forms a strong image recognition effect with company flags with different contents. Basic design elements: enterprise logo, enterprise name abbreviated as standard color, enterprise modeling advertising language, brand name, trademark graphic materials (paper, cloth, metal, etc. ), details of major items of employee uniforms 1, uniforms of male and female executives (second quarter) 2, uniforms of male and female executives (second quarter) 3, uniforms of male and female service personnel (second quarter) 4, uniforms of male and female production personnel (second quarter) 5, uniforms of male and female store employees (second quarter) 6. Uniforms for male and female exhibitors (season 2) 7. Uniforms for male and female public works workers (season 2) 8. Uniforms for male and female security personnel (season 2) 9. Uniforms of male and female cleaners (season 2) 10, uniforms of male and female logistics personnel (season 2) 1 1, men and women 14, ties, tie clips, scarves, belts and buttons; 15, safety helmet, working cap, towel and rain gear. Main design elements: the use of basic visual elements of the enterprise, such as corporate logo, corporate name, standard color, advertising language, etc. Interior and exterior modeling (appearance and interior style, etc.). The material of the uniform (such as simple and natural cotton and linen cloth, solemn and straight wool material, gorgeous and elegant silk satin material, etc.). ) Main project details of uniform media logo style with different job attributes, such as buttons, ties, tie clips, zippers, belts, etc. 2. Trademark logo style of newspaper advertisements; 3. Style of trademark logo in magazine advertisements: 4. Style of trademark logo in personnel advertisements; 5, enterprise profile trademark logo style; 6, advertising introduction, description, trademark logo style; 7. Promote the logo style of POP and DM advertisers; 8, poster trademark logo style; 9, business card (reply) trademark logo style. Details of main items of media advertisements: 1, introducing CI-type internal and external advertisements; 2, enterprise profile, product catalog samples; 3. TV CF, newspapers, posters and magazine advertisements; 4. Direct mail DM advertisement and POP promotion advertisement; 5, notices, purchase orders, postcards, coupons and other printed matter; 6. Internal and external press releases; 7. Annual reports and statements; 8. Corporate publications (internal propaganda impurities, propaganda newspapers). Main design elements: corporate logo, abbreviation, symbol graphics, etc. Application of enterprise color system in enterprise signature. Media proportion, size and material (such as paper, neon lights, etc.). ) text, graphics and images, sound, lens, light and shadow and their structural formats. Details of indoor and outdoor signs category: 1, signboard category: 2. Indoor and outdoor vertical, mode and venue signs; 3, building roof, floor signs; 4, arcade downstairs, arcade cylinder sign; 5. Hanging signboards; 6. Signboard behind the counter; 7, enterprise location kanban (street sign); 8. Site gates, public works offices, fences, street trees, fences and arches. Indication class: indoor and outdoor indication system; 1, symbol indicating system (including instructions indicating prohibition and public environment indication); 2. Signboards of institutions and departments; 3. total area kanban; 4. Kanban by region; 5, logo building murals, sculpture modeling. Details of environmental style project: 1, main architectural style; 2. Decoration style of the interior space of the building; 3. Design style of the entrance to the gate; 4. Indoor image wall; 5, the factory appearance ribbon; 6, glass door ribbon style; 7. Design of the wall behind the counter; 8, bulletin board, indoor spiritual slogan wall; 9. Environmental color signs; 10, step pad; 1 1, ashtray, trash can; 12, employee locker; 13, interior decoration plant style. Transportation 1, business tools, such as service cars, jeeps, vans, exhibition cars, mobile shops, steamboats, etc. 2. Buses, CMB, large and small trucks, vans, tool carts, flatbeds, bicycles, cargo ships, passenger ships, yachts, airplanes and other means of transportation. 3. Tools for operation, such as cranes, bulldozers, elevators, tractors, trailer heads, public sweepers, garbage trucks, ambulances, fire engines, TV ob vans, etc. Main design elements: corporate logo, brand logo, standard font, corporate shape symbol pattern and its combination, position, proportion, size, production technology and other display styles. Project details: 1, exhibition venue design; 2. Window design; 3. Exhibition board modeling; 4. Commodity display racks, display racks and display racks; 5. Show the instructions for visiting; 6. Stage design; 7. Lighting planning; 8. color planning; 9, trademark, trademark name style; 10, chairs, tables, sofas and other styles. Main design elements: corporate logo, standard font, standard color, text and graphics, corporate modeling, spatial structure, lighting materials, exhibits, audio and video, store logo and other styles. Store identification planning: 1. Preparation stage. Put forward the timetable of the whole identification design, and list related matters, creative design scheme and simple explanation, collect all kinds of information, and make a good plan for the identification of specialty stores. Second, the design stage. According to the data prepared in the previous stage, formulate the plane layout, elevation and transparency of each part; Make furniture style, color planning and material schedule. Third, prepare a specification manual. Make detailed plans, perspective views, sectional views and partial details; Lighting configuration planning and description; Layout plan of furniture; Construction specification drawing; Description of construction specifications. Project details: 1, plan, perspective view and construction drawing of each space area; 2, all kinds of material plan; 3. Color style of each space area; 4, functional equipment planning (such as water and electricity, lighting, etc.). ); 5, environmental facilities planning (such as counters, tables and chairs and other furniture, potted plants, trash cans, ashtrays and other environmental styles, all kinds of cabinets); 6, the clothing style of the clerk, advertising signs inside and outside the store; 7. Logo classification inside and outside the store; 8. Commodity display categories (such as commodity display tables, promotion tables, price cards, classification cards, store cards, catalog racks, brand light boxes, etc.). One of the structural systems of VI visual identity manual design manual is the interpretation of concepts. Such as CI concept, design concept, composition and content description of design system. Second, the provisions of the basic design project. It mainly includes the concept description and specification of each design project. For example, the meaning, positioning, monochrome or color representation, explanation and precautions, development purpose and scope of use, specific examples of prohibited use, etc. Third, the provisions for applying for design projects. It mainly includes the design and development standards, use specifications and styles, construction requirements and specification details of each design project. For example, the font, color and production technology of office supplies. One of the writing forms of the design manual is to assemble and bind the basic design items and application design items into a book according to certain rules. For the convenience of supplement, loose-leaf forms are often used. Secondly, the laws and regulations of basic design projects and applied design projects are compiled separately and bound into volumes, mostly in the form of loose-leaf and catalogue. Thirdly, according to different institutions (such as branches) or different media categories, the application design projects are compiled in volumes for easy use. The first part of the design manual is the introduction. Such as the leader's speech, the explanation of enterprise concept system and image concept, the purpose and background of introducing CI, the use method and requirements of the manual. Second, the basic design project and its combined system part. Such as the representation of basic elements, variant design, etc. Third, the application design project part. Fourth, mainly set up the sample part of planning elements. Such as logo printing samples or dry glue, standard color tickets, etc.