The enterprise visual identity system willBrand conceptAndCore valuesadoptVisual communicationForm, and deliver to customers, the public and employees in an organized and planned way, so as to establish a unified corporate image.
Corporate visual identity system is the most intuitive expression of corporate image.CorporateVI systemIt is necessary to maintain internal consistency and external difference, that is, the ownership of the enterpriseVisual DesignThey should strictly follow the unified standards, and at the same time, they should maintain distinct differences with other enterprises, so as to promote strong resonance among customers.An excellentVisual recognition systemIt can enable people to quickly understand the information that the enterprise wants to convey.
1. Identification: This is the enterprise logobasic function 。The enterprise logo represents the enterpriseVisual symbolTherefore, it must reflect the unique style of the enterprise and have a strong visionimpact force, communication power, which can be quickly identified and distinguished from other enterprises (especially similar enterprises).
2. Leadership: enterprise logo is enterpriseVisual communicationThe core of the elements lies inVisual recognitionIn the deployment design of each element of the plan, the enterprise logo, as a necessary constituent element, always residesLeadership。
3. Identity: The enterprise logo represents the concept of the enterprise, the size of the company, the content of business, and the characteristics of the product. It is the symbol of the enterprise.Therefore, the public's recognition of the corporate logo is the recognition of the enterprise.Enterprise logoOnce determined, no arbitrary change is allowed within a period of time, otherwise it will cause confusion in corporate image recognition, weaken consumer confidence, and bring negative effects to the enterprise.
4. Styling: Styling reflects the aesthetic requirements of enterprise logo.The advantages and disadvantages of logo modeling, and whether the font and pattern are beautiful directly reflect the grade of the enterprise and its goods (services), and also affect consumers' influence on the enterpriseCommodity qualityConfidence and recognition of corporate image.
fiveDuctility: Enterprise logo is the most widely used and most frequently usedVisual communicationessential factor.On the premise of not violating the principle of identity of enterprise logo, various variant designs extended from the standard form of logo are applicable to variousCommunication media, large and small occasions, production materials, processing technology, to produce a suitable performance effect.For example, the inverted white, wireframe, linear, zoom in and zoom out visual correction of enterprise logo.
6. Systematicity: As the core element of corporate visual communication, corporate logo needs to be combined with other basic elements, such asEnterprise nameStandard word, enterprise symbol pattern, etc.This combination specification reflectsEnterprise logoThe systematization, standardization and standardization of application have strengthenedCorporate visual imageSystematicity of communication.
7. Timeliness: enterprises in real society face rapid development of science and technology and rapid changeLifestyle, fast moving business activities, increasingly updatedSocial ideologyConcept and changing fashion must be reviewed and improved regularly to meet the requirements of the times and reflecttime spiritTo avoid the stereotype, obsolescence and obsolescence of the corporate visual image.
⑶ Theme of enterprise logo design
1. UseCorporate brandName (enterprise name) as subject matter
2. Taking the first word of the enterprise name as the theme
3. Taking the meaning of enterprise name (brand) as the theme
1. Function first, form is function service, focus on communication
2. Simple and distinct form
3. Generalization and understandability
4. Vivid, appealing and contemporary
Enterprise Standard Word
Sort out and combine the corporate image or relevant titles into a group fontIllustrativeTo shape the unique style of the enterprise to achieveEnterprise identificationThe purpose of.
To strengthenEnterprise personality. Pursue the product characteristics, select appropriate characters, animals or plants to make a concrete illustration form, and capture the visual focus, create a strong impression of memory, and shapeEnterprise identificationShape symbol of.secondly,Visual recognition systemSocial impact through different channels,Establish enterprise image, expandreputation of an enterprise, goodSocial effects。For example, the world's top luxury car brand“BMW”, no matter from its Chinese name with good pronunciation and meaning“bmw”Or from its blue and whitepropellerThe logo contains "BMW"Brand spiritAnd car taste."BMW" was the first company to produceairplane engineAt the start, the propeller of the aircraft rotates at a high speed, drawing a sector arc on the background of blue white clouds, summarizing four pieces of blue and whiteFan leaf"BMW" logo.The translation of "BMW" is ingenious. "Horse" is a tool for carrying things, and the concept of car is obvious in it;The word "treasure" makes people have a good imagination of horses, because "treasure horse fragrant car" has existed in ancient times."BMW" vivid visionbrand imageIt is refreshing. For decades, "BMW" has been evolving and changing, but the theme of the blue and white propeller has always been the sameEnterprise spiritinseparablePart of, showing itsBrand cultureThe charm ofBusiness success。
In addition,Visual recognitionIt can accelerate cultural penetration and improveEnterprise cohesionAnd charisma.Just like the Chinese people, whenever and wherever they see the five-star red flag, they will think of their motherlandsense of prideandSense of belongingSame.Because what the five-star red flag conveys isChinese traditional cultureIt conveys the call of the motherland to the people.Similarly, excellent enterprise visual identity systems can form specificcultural ringTo form a kind of consensus around the center inside and outside the circlecohesive forceAnd charisma.
The introduction of enterprise visual identity system needs constant sublimation of enterprise cultureCorporate image is the objective embodiment of corporate identity.No matter in which industry, the internal corporate culture and external visual performance of an influential corporate image always complement each other.enterpriseSelf assessmentAndThe publicCognition is consistent, and this consistency makes it easier for enterprises' business demands to be recognized by consumers, thus improving the influence of enterprises.Therefore, the enterprise initially established image planning andVisual recognition systemIt can only simply shape the image characteristics that the enterprise subjective hopes to have.With the continuous growth and development of the enterprise, the new image system must constantly consider the overall situation, and the overall planning makes the enterprise image complete and reasonable.In other words, the construction of enterprise visual identity system is a long-term project.It is constantly optimized on the basis of the continuous accumulation and improvement of the comprehensive strength of the enterprise and the continuous distillation and improvement of the enterprise culture.
The core of Haier's corporate culture is innovation.It isHaierIn the course of 20 years' developmentcultural system。"Innovation" follows Haier from scratch, from small to large, from large to strong, and from China to the world,Haier CultureIt is also constantly innovating and developing.With the continuous growth of Haier, the new logo of the enterprise also came into being. Compared with the original logo, the new logo continues the development of Haier for many yearsBrand cultureAnd emphasized the sense of the times.Through simple, natural, harmonious and fashionable design, HaierEnterprise IDThe new connotation makes it the spiritual carrier of Haier in the new stage of development.The whole font symbol is balanced in the dynamic sense, meaning "stability in change".Fully reflect and continue Haier's corporate culture.
It can be seen that the continuous optimization and improvement of the enterprise's visual identity system requires the enterprise to learn from and absorb the excellent enterprise culture in a consistent and progressive manner, constantly strengthen the new spiritual connotation, realize the transformation of the enterprise image in the process of constantly improving itself, and at the same time endow the enterprise image with new cultural connotation.Realize a new harmony between the two.A. Full communicationCorporate philosophy。
B、Eight principles: enterprise visual design must meet people's psychological feelings and move people with emotion.
C、nationalityPrinciple: Different countries and regions have different cultures, so visual identity design must convey national personality.
It means to conform to the local customs, be accepted by the local people, not commit taboos, and have clear continuity and discrimination. The design is targeted and fashionable, laying the foundation for becoming an international brand.
（3） 3E Principle
3E means that VI design shall conform to Engineering（engineering）、Economics（economics）Development and production requirements of Ethics.
Engineering: It refers to the ability to develop and create in engineeringEnterprise personalityThe ability of the system.
Economics: It refers to creating unique sales value in economics.
Ethics: It means to improve aestheticsCorporate brandImage of.
The symbol system designed by VI shall not violate the national and relevant industryLegal provisions。
system composition
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Visual recognition systemIn principle, it consists of two elements: one is the basic element, which includesEnterprise name。Enterprise logo, standard font, specialTypography，Enterprise standardColor, corporate modeling or corporate symbolic pattern, and the normative combination of various elements.The second is application elements, that is, the above elements are used in various fields of the enterprise after standardized combination.Existing office supplies, buildings and indoorExternal environment, clothing, advertising,Product packaging, display, transportation, etc.
The basic element is the design integration with the enterprise logo as the core, which is a systematic image induction and symbolic refining of the image.This basic element through design integration should not only display the enterprise'smanagement ideaIt should also serve as the guide and foundation of various designs to ensure that it maintains the same appearance when settling in various application elements.Unify and standardize various application elements through basic elements to achieve systematic consistency of corporate image.High levelVisual DesignThe system is an overall optimization combination of corporate image.It is not to move the basic elements one by oneapplication area Even if the problem is solved, we must consider the basic elements in office supplies, advertising, packaging and display, etcScope of applicationWhen it appears in theidentityAnd avoid stereotyped machinery.If these basic elements can not bring vitality and vitality to packaging, advertising, business cards and other designs in specific applications, can not bring good visual effects, and can not cause people's aesthetic feelings, then this identity is meaningless, and the same image is also a failure.
wholeCorporate Identity SystemIf the idea is the mind and soul of the enterprise, and the behavior is the way of the enterprise, thenVisual recognition systemIt is the dress and appearance of the enterprise.
VI design includes many aspects, and each aspect of operation has its own rules and requirements, such asBrand naming、Use of trademarks, Enterprise Standard WordStandard colorThere are also many successful casesLearn from。We are only the first to import from ChinaCIThe successful enterprise of Sun God as an exampleCorporate visual identitystayCI StrategyThe important role of.
Helios Group was a small township enterprise. Until 1988, its output value was only 5.2 million yuan, but by 1990, its output value had soared to more than 40 million yuan, by 1991, it had soared to 800 million yuan, and by 1992, it had reached 1.2 billion yuan.And amazingDevelopment speedIt is due to the magical role of corporate image planning.
"When the sun rises, our love will last forever..." With this melodious and magnificent song full of passion and vitality, the rising sun, which symbolizes life, strength and health, is held up by an artistic "human" character, which consists of red, black and whiteColor compositionThe "sun god" logo of the.This is an advertisement of Helios. There are no gorgeous words in the whole advertisement, not to mention the boasting of provincial excellence, ministerial excellence, international gold medal, or even the product of Helios, but its huge visual impact has left a deep impression on every consumer.
In VI design, the company decided to name the newly established group enterprise with "Helios", and decided to implement the "Trinity"CI Strategy, usingcorporate namecoverProduct characteristicsThe company name, trademark and brand are all named after Helios.
The symbol of Helios is composed of a simple, strong circle andtriangleThe structure is basically fixed, the circle represents the sun, and represents the healthy and delicious commodity functions and business philosophy of the enterprise;Triangle has the meaning of stability and upward, representing the spirit of the enterprise to be always energetic and stable;The herringbone shape of Helios reflects the spirit of enterprise solidarity and the service and management concept of "people" as the center: red, white and black are three pure and distinct color images with strong color contrast, which reflects the enterprise's attitude of not being willing to the status quo, striving and pioneering, and gives people a strong visual impact at the same time.
In terms of application elements, Helios, based on the basic elementsOffice equipment, display andMarkerAnd other aspects, especially inAdvertising communicationIt always appears in front of the public with a new image of the sun god, which is refreshing.
Although the VI design of HeliosRich and colorful, but always aroundEnterprise purposeAnd business philosophy, emphasizing people first and market orientation, fully reflecting VI'sDesign concept。At the same time, in the process of implementing VIAuditory recognition(AI) and corporate text recognition (TI), such as Helios' "corporate song" and other musical compositions, Helios' New Year's dedication and corporate academic papersreportageEtc.
Helios impressed the public with its excellent VI design, quickly won the recognition of consumers, and successfully opened the market door.
HaierThe first generation of recognition is Haier figure, the mascot of Chinese and German children.The second generation enterprise identity is a new symbol of the design concept of "the rising sun on the sea", both in Chinese and EnglishStandard wordCombine the logo and "Haier Blue" corporate color. In this stage, the corporate name is simplified to "Qingdao Qindao"haier group corporation ”，Product brandIt also transited to Qindao Haier brand synchronously, realizing the unification of enterprise and product trademark.In 1993, Haier identified the second generationGraphic signsRemove, simplify the enterprise name to Haier Group, and use English Haier as the main identifierWordmark, integrating trademark logo and enterprise abbreviation, the information is more concise and direct, and the design pursues simplicity, stability, trust and internationalization.In order to establish a long-term and stable visual symbol image, Haier in Chinese and Haier mascot and Haier Haier combination design are used as auxiliary promotion.
