What do newbies need to learn about VI design?

There are generally four types of trademark graphics: text graphics; patterns; portraits; and combination graphics. Auxiliary graphics refer to two or more graphics. In the graphics, one of the graphics is the main body and the other is the auxiliary graphics, which is called the auxiliary graphics. This is mainly used for identification in graph queries. Trouble with VI design The so-called VI design refers to using a unified overall communication system to convey all visual identification elements with the logo as the core to internal and external groups of the organization, thereby achieving positive recognition and communication. The role of VI design is to update or upgrade the old image to make it more beautiful and contemporary; on the other hand, it integrates all visual communications to make it more integrated and sustainable. VI design: store identification/guidance system/website identification design VI design introduction and design management organization or brand naming VI design is the unification of various forms of visual information transmission, a concrete and visual form of transmission, and an important part of CI The enterprise identification part with the most items, the widest level, and the most direct effect. The design content of VI is divided into two parts: basic elements and application elements: ·The basic elements of VI include basic design items such as logos, standard words, standard colors, and standard combinations. These items are the core part of the corporate image. Only by strictly implementing the design standards, Only then can we continue to improve the image and achieve consistency in communication in the future. The logo is the symbol and identification symbol of an organization, and is the core of VI; the logo should be highly international and artistic with rich connotations, while avoiding similarity or plagiarism. ·VI application elements include all visual communication objects. It is a huge system, generally including the following 10 aspects: This part of the office thing system strictly stipulates the layout, specifications, materials and production processes of office supplies, forming a The unique solemnity, completeness and precision of office affairs also demonstrate the high degree of centralization of modern offices and the penetration and spread of strong corporate culture into various fields. Its main items include "envelopes, stationery, notes, official letters, name tags, badges, vouchers, official envelopes, official folders, contracts, cards, invitations, work permits, memorandums, bills... The differences between brand VI and corporate VI. Brand VI and corporate VI, First of all, the targets are very different: corporate VIs mainly target niche groups that directly deal with enterprises, such as dealers, suppliers, government agencies, etc.; while brand VIs mainly target consumers, It's the public. What's more important is that the effective radius of contact is different: the core issues that corporate VI and CI need to solve are first of all direct contact with small groups, and the relationship is closer, but the contact area mainly face-to-face is limited after all; brand VI and CI need to solve The core topic is indirect public contact, which has a looser relationship but a wider effect. The "effective radius" of brand VI and corporate VI are very different, and the related market functions of corporate VI are also very different, such as business cards. , office supplies, and office environment are only accessible to related units. Except for individual consumers and surrounding people, most consumers will almost never have the opportunity to come into contact with the internal environment of a company, whether it is a garden-like factory or a family workshop. Regardless of the factory area, consumers cannot come into contact with them one by one. Consumers pay more attention to the brand image and the quality assurance brought by a strong brand. For example, the NIKE brand entrusts companies around the world to process it. Consumers recognize the Nike brand. Non-processing enterprises. Therefore, while we pay attention to corporate image, we also need to pay attention to brand image. In addition to introducing corporate CI and VI, we also need to introduce brand CI and VI. After hearing this, some people may say, "There is always more to do." thing! "Yes, running a business and doing marketing is very "tedious". It seems that there are "thousands" of things waiting for you to do, and no one less can be more. A brand is different from an enterprise, but it does not mean that a brand is different from an enterprise. It has nothing to do with it. In fact, the enterprise is the internal environment in which the brand exists. The VI decoration of the enterprise is like the interior decoration of the furniture; the brand is like a member of the family, and what represents his personal image is his dress when he goes out. People have no chance to come into contact with his residence. To use an exaggerated analogy, he only made a corporate VI but not a brand VI. It is like a person with a luxurious and exquisite home decoration walking on the street in slovenly clothes, even as unkempt as a homeless man. . Key points of brand VI design The core of the visual identity of the corporate image is the logo, while the core element of the visual identity system of the brand image is the brand symbol. This is the difference in design expression between the brand VI and the corporate VI.

For people who are sensitive to the market, logos are often highly abstract, highly condensed, and often a combination of multiple meanings. When interpreted, they are extremely meaningful. Without an interpreter, they are difficult to understand and incomprehensible. The responsibility does not lie with the designer who created the logo. Because a logo is just a point-shaped visual symbol, being highly condensed or highly one-sided is the inherent attribute of a logo. Human information is mainly input through vision. "Let vision speak!" is the unique effort of brand communication planners and designers around the world. If the visuals of the screen do not express any substantial message, the investment in the visual part of the advertisement will be unknowingly wasted. In fact, visual marketing has been popular internationally for decades, but some countries, some companies, and some practitioners have not yet realized the role that visuals play in brand marketing. In addition to the logo, brand promotion also needs another symbol, a symbol with clearer meaning and stronger personality - a symbol that can be interpreted without explanation (if it is ambiguous, it is also strategically ambiguous to achieve such things as brand memory, or the purpose of brand outstanding association). The core topic of VI design is the establishment of "clue elements". The main clue of corporate VI is the corporate logo and auxiliary graphics, and the main clue of brand VI is the brand symbol mentioned above. As for the specific way of expression, all roads lead to Rome. Different industries and different brands have different ways. Some brands use personalized symbols as clues. For example, Neptune Silver Defi uses the blue arrow, a personalized symbol, as a visual clue to interpret the brand. Some brands use design style as a clue. For example, September Forest uses a fan-shaped design style as the main clue; some use color as a clue, such as purple as the main clue for brand visual management; some directly use the main picture as the main clue. Clues, like the white sand, take the form of flying hands. Some use concepts as clues to unify all brand impressions, such as the four circles of Yili. No matter packaging, film, television, graphics or names, there is a shadow of the concept of circles, but different media have slightly different expression methods! In fact, using the same concept, using the same symbols as possible throughout, and insisting that the essence remains unchanged for five or ten years is the way to cultivate a longevity brand. Of course, "product quality" and "management mechanism" cannot be delayed! Regarding brand VI design, there are three important principles that everyone should adhere to in the brand management process: 1. Systematic principle; 2. Normative principle; 3. Stylized principle. Brand Promotion VI Manual Design Outline In addition to the corporate VI manual, marketing promotion manual, and sales manual, the manuals required for corporate operation and marketing also need a very important manual, which is the brand promotion VI manual. Brand VI, like corporate VI, is divided into two parts: basic and application. They are both systematic identification systems, but they target different objects. Basically, they have many similarities.

a. Basic design - brand logo - brand standard words - brand standard colors - combination of basic elements - brand auxiliary patterns - standard brand main screen - brand name and brand slogan specifications - main screen and brand name and Brand slogan combination specifications (horizontal and vertical) b. Stylized design of packaging - stylized design of product inner packaging - stylized design of product outer packaging - stylized design of product packaging seal - stylized design of product packaging box - wrapping paper Stylized design - Stylized design of handbags c. Stylized design of media advertising - Newspaper advertising (half page, full page, flowers and eyes) Stylized design - Magazine advertising Stylized design - Car body advertising (front and side Back) stylized design - outdoor light box (horizontal and vertical version) stylized design - terminal light box (horizontal and vertical version) stylized design - movable light box stylized design - building roof viewing version stylized design - Stylized design of self-adhesive stickers on the rear windows of taxis and buses - stylized design of TV label, stylized design of POP - stylized design of posters (horizontal and vertical) - hanging P0P (flags, hangtags) ) Stylized design - standing P0P stylized design - countertop display P0P stylized design - product model POP stylized design - shaker card stylized design - shelf card stylized design - banner (single Color, four-color) stylized design - vertical (single color, four-color) stylized design e, promotion and event stylized design - event-specific clothing stylized design - event-specific badge stylized design - product pile Stylized design of header - stylized design of parasols - stylized design of background board f. Stylized design of display and display - stylized design of commodity display specifications - stylized design of counters and counters - stylized design of sales counters - —Stylized design of display stands and cabinets—Stylized design of venue displays—Stylized design of reception tablesg, stylized design of gifts—Stylized design of promotional gifts—Stylized design of public relations gifts—Stylized design of regular gifts h , Stylized design of "Silver Bullet" promotional materials - Stylized design of store promotions - Stylized design of investment brochure - Stylized design of DM (single page, manual) i. Stylized design of other unconventional projects (according to specific project conditions Agreement) The focus here is on brand VI, which is not to deny brand CI. Brands, like enterprises, must also have concepts and behavioral norms in addition to visual norms. Brand core value and brand spirit must be the soul elements that drive and guide VI. The entire brand planning and design project is actually a systematic brand image planning covering concept identification, behavior identification, and visual identification. Brand VI is only an important part of the overall brand marketing, but not the whole; brand promotion VI design is only a branch project of "brand planning and design".

The main contents of a set of VI design: I. Basic element system A. Logo B. Standard words C. Standard color D. Combination of logo and standard words. II. Application system A. Office supplies: envelopes, stationery, notes, business cards, badges, work IDs, invitations, folders, letters of introduction, accounts, memos, information bags, official documents and forms, etc. B. The external architectural environment of the enterprise: architectural shapes, company flags, corporate facades, corporate signs, public signs, road signs, advertising towers, neon advertisements, courtyard beautification, etc. C. Internal architectural environment of the enterprise: internal department signs, commonly used signs, floor signs, corporate image signs, flags, billboards, POP advertisements, shelf signs, etc. D. Transportation: cars, vans, buses, trucks, tool trucks, tank trucks, ships, airplanes, etc. E. Clothing and apparel: manager uniforms, management uniforms, employee uniforms, ceremonial uniforms, cultural shirts, ties, work caps, buttons, epaulettes, badges, etc. F. Advertising media: TV advertisements, magazine advertisements, newspaper advertisements, online advertisements, street sign advertisements, poster advertisements, etc. G. Product packaging: carton packaging, paper bag packaging, wooden box packaging, glass container packaging, plastic bag packaging, metal packaging, ceramic packaging, wrapping paper. H. Official gifts: T-shirts, ties, tie clips, lighters, key tags, umbrellas, medals, gift bags, etc. I. Display: window display, exhibition display, shelf product display, display product display, etc.

J. Printed matter: company profile, product brochures, product introductions, calendars, etc.