VIS design and development elements?

I. Design of Visual Basic Elements

II. Preparation for the Design of Visual Application Elements

III. Deployment of Specific Application Design Projects

IV. Preparation of VI Visual Identity Manuals

I. Design of Visual Basic Elements

Corporate Logo

Corporate logos, which can be categorized into The enterprise's own logo and merchandise logo.

Corporate logo features:

One, recognizable.

The second is systematic.

Third, unity.

The fourth, image.

The fifth, the times.

Corporate logo design workflow:

Investigate the actual state of business, analyze the current situation of enterprise visual design, which includes the following status:

First, the concept of the enterprise's spiritual connotation and the overall development of the enterprise's planning.

Secondly, the scope of the enterprise's operations, commodity characteristics, service nature.

Thirdly, the marketing status and market share of the enterprise.

Fourth, the company's popularity and reputation.

Fifth, the expectations of the company's managers for the overall image strategy and visual identity style.

Sixth, the current situation of the enterprise related competitors and the characteristics of this industry, etc..

1, establish a clear concept.

2, specific design performance.

3, the sign of the work of the meticulous:

One, the sign of the details of the meticulous.

The second, the numerical value of the logo form:

One is the squaring,

The second is the proportional size of the logo method,

The third is the arc angle logo method.

Thirdly, diversification of sign forms:

Changes in line thickness;

changes in positive and negative shapes;

changes in color and black-and-white;

various changes in dots, lines, and surfaces (e.g., hollow bodies, reticulations, dots into surfaces, and lines into surfaces, etc.);

changes in forms corresponding to different media;

changes in reduced or zoom in on the change of form.

Corporate standard typeface

Corporate standard typeface is a typeface that combines the name of a company, the abbreviated name of a company's trademark, the theme of an event, an advertisement slogan, and so on, as a whole.

Characteristics of enterprise standard word:

First, recognizable.

Key two, readability.

Third, design.

The fourth, systematic.

Types of enterprise standard word:

One, enterprise name standard word.

The second, product or trademark name standard word.

Third, the logo font.

The fourth, advertising campaign standard word.

Corporate naming or name change:

There are several corporate name change programs:

One, a complete change of the company name, including the existing standard characters, standard colors and other basic visual elements.

The second is to partially change or simplify the corporate name, while introducing new standard characters and standard colors.

Thirdly, a phased change.

The fourth, the unification of corporate names and trademark brand names.

Fifth, under the premise that the standard word and standard color of the enterprise name remain unchanged, according to different occasions of use, the development of change forms adapted to different occasions, in order to achieve the feeling of change in form.

Standard word mapping method:

Standard word mapping method is commonly used in two ways:

One, the square grid representation.

The second, direct sign method.

Corporate standard color

Corporate standard color is the color of the enterprise through the visual perception of color communication, set to reflect the enterprise's unique spiritual philosophy, organizational structure, operational content, marketing and style of the state of the face.

Standard color development and setting:

Survey and analysis phase:

First, the analysis of the use of the existing standard color.

The second is the analysis of the image of public awareness of the existing color of the enterprise.

Third, the analysis of the use of the standard color of competing companies.

Fourth, the public's awareness image analysis of the standard color of competing companies.

Fifth, the analysis of the relationship between the nature of the enterprise and the standard color.

Sixth, the analysis of the market's expectation of the standard color of the enterprise.

Seventh, religious, ethnic, regional habits and other taboos color analysis.

Concept setting stage:

Positive, healthy, warm, etc. (e.g., red);

Harmonious, warm, capricious, etc. (e.g., orange);

Bright, hopeful, light, etc. (e.g., yellow);

Growth, peaceful, fresh, etc. (e.g., green);

Integrity, sanity, negative, etc. (e.g., blue);

noble, delicate, mysterious, etc. (e.g., purple);

heavy, classical, horrifying, etc. (e.g., black);

clean, holy, pale, etc. (e.g., white);

ordinary, modest, neutral, etc. (e.g., gray).

Color image stage:

Through the concept of corporate image and the corresponding color concepts and key phrases set to further establish the corresponding color image expression system.

Simulation test stage:

One of them is the psychological investigation of the association of color concrete objects, the association of abstract feelings and hobbies.

The second, color visual perception, memory, attention and other physiological effects of the test.

Third, color in the implementation of the production, technology, materials, economy and other physical factors of the analysis and evaluation.

Color management stage:

This stage is mainly for the use of enterprise standard color, to make numerical specification, such as table color symbols, printing color values.

Implementation and Supervision Stage:

Validation of the standard color for different material production;

Color correction for print proofing;

Evaluation of commodity color;

Collection and collation of other information on usage, etc.

Auxiliary graphics

Auxiliary graphics is the auxiliary visual elements in the corporate identity system, which includes three aspects of the design of the corporate modeling, symbol patterns and layout.

1, corporate modeling (also known as business characters or mascots, business logo painting) design and application:

Corporate modeling is in order to strengthen and highlight the character traits of the enterprise or product, and the design of caricatured characters, animals, plants, landscapes, or other inanimate objects, etc., as a specific symbol of the enterprise.

Applications of corporate styling:

One, two-dimensional media, such as printed materials.

Two, three-dimensional media, such as film and television media.

Third, outdoor advertising and POP advertising, such as road signs and car bodies.

The fourth, corporate public relations items and commodity packaging, such as giveaways and so on.

2, the design of the enterprise symbol graphic composition:

Symbol graphic is not purely decorative library case, is the expansion of the basic visual elements of the enterprise connection.

Enterprise symbol graphic design theme:

One, the shape of the corporate logo for the development of the mother.

The second, the meaning of the corporate logo or corporate philosophy as the development of the mother.

3, layout design:

The general layout includes three major parts, namely, the head of the page, the center of the page, and the foot of the page, and the content elements of the layout include the combination of the basic elements of the visual identification system, the text (text and diagrams), and the corporate modeling, which are in different positions on the page.

There are two ways to show the structure of the layout:

One is the direct labeling method.

The second, the symbols mark method.

Corporate visual recognition of the combination of basic elements

According to the specifications of the specific media and the direction of the arrangement, and the design of the horizontal rows, vertical rows, size, direction and other different forms of combination. The combination of basic elements:

One, the target from its background or surrounding elements, and set the minimum value of space.

Second, the proportion between the logo and other elements of the enterprise size, spacing direction, positional relationship.

The combination of the logo with other elements often takes the following forms:

One is the combination of the logo with the Chinese name of the enterprise or its abbreviation;

Two is the combination of the logo with the brand name;

Three is the combination of the logo with the English name of the enterprise in full or in abbreviation;

Four is the combination of the logo with the name of the enterprise or the name of the brand and the selection of enterprises;

Five is the combination of the logo with the name of the enterprise or the name of the brand and the selection of enterprises.

Fifth, the combination of the logo with the name of the enterprise or brand name and the enterprise's promotional slogan, advertising slogan, etc.

Sixth, the combination of the logo with the name of the enterprise and the address, telephone number and other information.

Prohibited combinations of norms:

One of them is the addition of other stylized symbols to the normative combinations.

Two, the size, advertisement, color and position of the basic elements in the regulated combination are transformed.

Thirdly, the basic elements are subjected to external reasoning other than specification, such as adding frames to the sign, stereoscopic, reticulation and so on.

Fourth, the standardized combination is subjected to changes in word spacing, font distortion, flattening, slanting and so on.

Specialized fonts

Specialized fonts include existing standard fonts and specified fonts.

Standard fonts:

Mostly used for business names, trade names, trademark names and so on.

Specified fonts:

Commonly used for department names, facility names, branch names and their addresses, advertisement contents, official documents, etc.

Design and selection of special fonts should be noted:

One of them is to investigate and organize the use of special fonts in the scope of use, the purpose of use, the use of the situation.

Second, the selection of designated fonts, should be considered with the logo and standard fonts and other basic elements of style coordination.

Third, the type of fonts selected and the combination of text form, method should be a certain rule, and the formation of a readable, reproducible, recognizable text system.

Two, the visual application elements of the design of the preparatory work

Application of elements of the project of the current survey

Status quo project collection and classification:

Existing application elements of the project of the project collection, mainly focusing on the following items:

One of them is the category of business items, such as business cards, various types of paperwork, and so on.

The second, advertising and promotion categories, such as brochures, television commercials, bulletin materials.

Third, signs and signboards, such as flags, all kinds of guide signs.

The fourth, transportation tools, such as transport trucks, trailers, etc..

The fifth, commodity packaging, such as trademarks, wrapping paper and so on.

Sixth, employee uniforms, such as badges, uniforms, etc.

Seventh, the built environment, such as appearance, office, etc..

The eighth, display ceremonies, such as commemorative activities, display environment, specialty stores.

Determination of the development strategy for the application of elements of design:

For a specific application of elements of corporate image design project, before the development and design, should make the necessary determination of its objective constraints and bases, to avoid the design of the project is very beautiful, but can not be used to avoid the problem:

One of the functional needs of the project.

Mainly refers to the basic conditions necessary to complete the finished product of the design project, such as shape, size specifications, materials, colors, production methods and uses. Second, the project use of the legal nature of the restrictions.

For example, the specifications of envelopes, signage instructions and other environmental elements of the regulations and rules.

Third, the nature of the industry needs.

Mainly refers to the industry in which the enterprise, some of the agreed regulations or needs, such as transactional supplies in the documents, packaging class regulations.

Three, the specific application of the design project

Catalog:

1, business supplies;

2, packaging products;

3, banner planning;

4, staff uniforms;

5, media logo style;

6, advertising signage;

7

7, indoor and outdoor instructions category;

8, environmental style category;

9, transportation category;

10, display style category;

11, store style category;

12, other.

The category of business supplies

The details of its items include:

1, business cards

2, letterheads

3, envelopes

4, memo pads

5, briefcases of various types

6, information kits

7, salary kits

8, file kits

9, Shared books

10, quotations

11, all kinds of forms and bills

12, all kinds of cards (such as invitations, birthdays, Christmas cards, greeting cards)

13, annual calendars, monthly calendars, calendars

14, industrial and commercial diaries

15, awards, medals

16, tea sets

17, office facilities and other appliances (such as paperweights, pen holders, ballpoint pens, pencils, rain gear racks, staplers, fax machines, etc.)

Main design elements:

The main design elements of the category of affairs generally include:

Enterprise Logo

Enterprise Name (full or abbreviated)

Logo word

Standard Word

Standard color

Standard color

Standard color

Standard color

Standard color

Corporate Shape

Symbol Graphic

Corporate Signature

Address, Telephone, Telegraph, Telex, E-mail Box, Postal Code

Corporate Slogan Slogan

Operational Content

Name of Transaction (e.g., "Invitation", "Contract") ", "contract")

Graphics, text, composition

Texture, production process, etc.

Packaging products

Packaging product category project specifications:

1, the outer packaging box (large, medium, small),

2, boxes (large, medium and small),

3, wrapping paper (single-color, two-color, special color),

4, bags (paper, plastic, cloth, leather and other materials),

5, special packaging (refers to specific packaging for gifts, activities and events, and promotional use),

6, container packaging (such as bottles, cans, plastic, metal, resin and other materials ),

7, carrier bags (large, medium and small),

8, sealing tape (wide and narrow),

9, packaging stickers (large, medium and small),

10, packaging sealing (large, medium and small),

11, packaging rope,

12, the appearance of the product,

13, the product logo said

14, product hangtags,

15, product nameplates and so on.

Main design elements:

Packaging form:

Single piece design, set design, combination design, assembly design, etc..

Components:

Enterprise signature (logo, standard fonts, standard colors, corporate styling, symbolic graphics, etc.),

Graphics (photography, illustrations, etc.),

Text (instructions for use, quality assurance, etc.),

Materials (paper, plastic, metal, cloth, leather, etc.),

structure,

production process, etc.

Flag planning category

Main project details:

1, company flag (logo flag, name flag, corporate styling flag )

2, commemorative flags

3, horizontal hanging flags

4, reward flags

5, promotional flags

6, celebratory flags

7, Theme-style flags, etc.

8, of which various types of hanging flags are mostly used to render the environmental atmosphere, and with different contents of the company's flag, forming a strong image recognition effect.

Basic design elements:

Corporate logo

Corporate name abbreviation

Standard color

Corporate styling

Ad slogan

Brand name

Trademarks

Graphics

Materials (paper, cloth, metal, etc.

Staff uniforms category

Main items details

1, male and female supervisory staff uniforms (two seasons)

2, male and female administrative staff uniforms (two seasons)

3, male and female service staff uniforms (two seasons)

4, male and female production staff uniforms (two seasons)

5, male and female store staff uniforms (two seasons)

6, male and female show Staff Uniforms (Second Season)

7, Men's and Women's Public Works Staff Uniforms (Second Season)

8, Men's and Women's Security Staff Uniforms (Second Season)

9, Men's and Women's Cleaning Staff Uniforms (Second Season)

10, Men's and Women's Logistics Staff Uniforms (Second Season)

11, Men's and Women's Sportswear (Second Season)

12, Men's and Women's Sports Jackets ( Two Seasons)

13, Sports Cap, Shoes, Socks, Gloves;

14, Necktie, Tie Clip, Neck Scarf, Belt, Clothes Buckle;

15, Safety Helmet, Work Cap, Towel, Rain Gear.

The main design elements:

The use of basic visual elements of the enterprise, such as corporate logo, corporate name, standard colors, advertising slogans, etc.

The internal and external styling of the uniforms (external form, internal style, etc.)

The texture (such as simple and natural cotton and linen fabrics, dignified and upright woolen materials, gorgeous and elegant silk satin materials, etc.)

The uniform colors of different posts nature of the uniform color

Specialized buttons, ties, tie clips, zippers, belts and other apparel accessories

Media logo style category

Main items:

1, television advertising logo style;

2, newspaper advertising logo style;

3, magazine advertising logo style;

4, personnel advertisements trademark style;

3, magazine advertisements trademark style;

4, personnel advertisements trademark style;

4, personnel advertisements trademark style.

4, personnel advertising logo style;

5, corporate profile logo style;

6, advertising profile, manual logo style;

7, promotional POP, DM advertising logo style;

8, poster logo style;

9, business card (reply) logo style.

Media advertising category

Main project details:

1. Internal and external advertisements for each class of CI importation;

2. Company profile, catalog samples;

3. TV CF, newspaper, poster, magazine advertisements;

4. Direct mail DM advertisements, POP promotion advertisements;

5, Printed materials such as notification leaflets, requisitions, postcards, coupons;

6, internal and external press releases;

7, annual reports, statements;

8, corporate publications (internal publicity impurities, publicity newspaper).

Main design elements:

Corporate logo, name abbreviation, symbolic graphics and other corporate signatures

Corporate color system use

Media ratio size, length, material (such as paper, neon, etc.)

Text, graphic images, sound, footage, light and shadow and its structure of the format

indoor and outdoor signage category

Project details:

1, signage category:

2, indoor and outdoor straight, pattern, stand-up signs;

3, building roof, floor signs;

4, under the building, under the riding floor, the riding floor column signs;

5, hanging signs;

6, behind-the-counter signboards;

7, business location signage ( road signs);

8, site gates, workhouses, fences, street tree fences, and plaques.

Directions:

Indoor and outdoor directional system;

1, symbols directional system (including the indication of prohibited instructions, public **** environmental instructions);

2, institutions, departmental signage;

3, the total area of the signboard;

4, sub-area of the signboard;

5, signage building murals, sculpture Styling.

Environmental style category

Project details:

1, the main building appearance style;

2, the building interior space decoration style;

3, the gate entrance design style;

4, indoor image of the wall;

5, the factory appearance of the color band;

6, the glass door color band style;

7, behind the counter wall design;

8, bulletin boards, indoor spirit of the wall of slogans;

9, environmental color signs;

10, step mats;

11, ashtrays, garbage cans;

12, employee lockers;

13, indoor decorative plant style.

Transportation tools category

1, business tools, such as service cars, jeeps, passenger and cargo vehicles, exhibition vehicles, mobile stores, steamships and so on.

2, transportation tools, such as buses, buses, large and small trucks, vans, trucks, flatbed trucks, pedal cars, cargo ships, passenger ships, yachts, airplanes and so on.

3, operational tools, such as crane trucks, bulldozers, lifts, tractor trailers, trailer head, public **** with a sweeper, garbage trucks, ambulances, fire trucks, TV trucks and so on.

Main design elements:

Corporate logo

Brand logo

Standard fonts

Corporate shape

Symbolic patterns and their combination of ways, position ratio size, production process, etc.

Display style class

Project details:

1, display venue design;

2, window design;

3, display board styling;

4, merchandise display racks, display racks, display stands;

5, display visiting instructions;

6, stage design;

7, lighting planning;

8, color planning;

9, trademarks, trademark name representation style;

10, chairs, chairs, chairs, chairs and so on. p>

10, chairs, tables, sofas and other styles.

Main design elements:

Corporate logo

Standard fonts

Standard colors

Text

Graphics

Corporate styling

Spatial structure

Lighting

Material

Exhibit

Media and video, etc.

Store identification style

Store identification planning:

First, the preparation stage.

The entire recognition of the design schedule, and list the relevant matters to be aware of, creative design programs and simple instructions, collect information, develop store identification required plans.

Second, the design stage.

According to the information prepared in the previous stage, the development of the plane configuration and each part of the elevation, transparency; the development of furniture styles, color planning and material schedule.

Thirdly, prepare the specification manual.

Produce detailed floor plans, three-dimensional drawings, sectional views and local sample drawings;

Lighting configuration planning and instructions;

Furniture configuration plan drawings;

Construction specification drawings;

Construction specification instructions.

Project details:

1, the floor plan and three-dimensional drawings of each space area, construction drawings;

2, various types of material planning;

3, the color style of each space area;

4, the planning of functional equipment (such as water, electricity, lighting, etc.);

5, the planning of environmental facilities (such as counters, tables and chairs and other furniture, potted plants, Trash cans, ashtrays and other environmental styles, all kinds of cabinets);

6, store staff dress style, inside and outside the store advertising signage styling;

7, inside and outside the store signage category;

8, merchandise display (such as merchandise display counter, promotional counter, price tags, classification boards, store cards, catalog racks, brand light boxes, etc.).

Four, the preparation of VI visual identity manual

Design manual structure system

First, the interpretation of the concept.

Such as the CI concept, design concept, design system composition and content description.

Second, the provisions of the basic design project.

Mainly includes the conceptual description of the design project and the use of standardized instructions. Such as the significance of the enterprise logo, positioning, monochrome or color representation of the provisions of the use of instructions and precautions, logo changes in the development of the purpose and use of the scope of the specific prohibition of the use of examples and so on.

Third, the provisions of the application design project.

Mainly including the design of the design project design development standards, the use of norms and styles, construction requirements and specifications, such as detailed drawings. Such as affairs with the type of goods with fonts, colors and production processes.

Design manual preparation form

First, the basic design project provisions and application of the design project provisions, according to a certain rule of thumb to compile and bind into a book, more loose-leaf form, in order to facilitate the update.

Second, the basic design project provisions and application design project provisions, separate preparation, each bound into a book, mostly in the form of loose-leaf and catalog.

Third, according to different organizations (such as branches) or different categories of media, the application of the design project is compiled in separate volumes for use. Design manual specific content

First, the introduction part.

Such as the leader of the speech, the concept of the enterprise system description and image of the concept of elaboration, the introduction of the purpose and background of CI, the use of the manual and requirements.

Second, the basic design project and its combination of system parts.

Such as the representation of the basic elements, variant design.

Third, the application of the design project part.

Fourth, the main design elements sample part.

Such as logo printing samples or dry glue, standard color tickets, etc.

VI-Corporate Logo Design Concept

Corporate logo is a simple shape, meaning clear unified standard visual symbols, business philosophy, corporate culture, business content, enterprise scale, product characteristics and other elements, to the public, so that the identification and recognition of the enterprise's pattern and text.

The logo represents the whole enterprise. For enterprises that produce and sell goods, it is the trademark pattern of the goods.

Corporate logos have abstract, figurative and non-patterned type marks.

The enterprise logo is the core of the visual image, which constitutes the basic features of the corporate image, reflecting the intrinsic quality of the enterprise. Enterprise logo is not only the mobilization of all visual elements of the dominant force, but also the integration of all visual elements of the center, but also the public recognition of the enterprise brand representation. Therefore, corporate logo design, in the whole visual identity system design, has an important significance.

Corporate logo has the following characteristics:

(a) Recognition

Recognition is the basic function of corporate logo. With the help of the unique personality of the logo, to distinguish between the enterprise and its product recognition, is a modern enterprise market competition "weapon". Therefore, through the overall planning and design of visual symbols, must have a unique personality and strong impact, in the CI design, the logo is the most with the enterprise visual cognition, recognition of the information communication function of the design elements.

(B) leadership

The logo is the core of the visual communication elements of the enterprise, but also the enterprise to carry out the information communication of the leading force. The leadership position of the logo is the centralized expression of the business philosophy and business activities, throughout and applied to all relevant activities in the enterprise, not only has the authority, but also embodied in the integration of visual elements and diversity, other visual elements are centered on the logo composition as a whole and the development of the logo.

(3) Identity

The logo represents the enterprise's business philosophy, enterprise's cultural characteristics, the scale of the enterprise, the content and characteristics of the business, and thus is a concrete symbol of the spirit of the enterprise. Therefore, it can be said that the public's recognition of the logo is equal to the recognition of the enterprise. Only when the business content of the enterprise or the actual state of the enterprise is consistent with the external symbol - the logo of the enterprise, it is possible to obtain the unanimous consent of the public.

(4) modeling

The enterprise logo design is responsible for the emergence of a variety of subjects and forms, such as Chinese and foreign fonts, Chinese and foreign fonts with angular patterns, with patterns, abstract symbols, geometric shapes and so on, so the logo styling changes appear to be extraordinarily lively and vivid. Logo graphic quality, not only determines the effectiveness of the logo to convey the situation of the enterprise, but also affects the consumer's confidence in the quality of goods and corporate image of the identity.

(E) scalability

Enterprise logo is the most widely used, the highest frequency of visual communication elements, must be widely used in a variety of communication media. Logo graphics for the printing method, production technology, material texture and application of different projects, the use of a variety of correspondence and extension of the variant design, in order to produce relevant and appropriate effect and performance.

(F) systematic

Once the logo is determined, then the logo should be launched to refine the operation, including the logo and other basic design elements of the combination of provisions. The purpose is to plan for the future application of the logo, to achieve systematic, standardized, standardized scientific management. Thus, the efficiency of design operation can be improved and a certain level of design can be maintained. In addition, when the visual structure towards diversification, a strong logo can be used to unify the relationship between the enterprises, the use of a unified logo of different colors, the same shape of a different pattern or the same logo pattern of different structural ways to strengthen the relationship between the enterprise's systematic spirit.

(VII) the times

Modern enterprises face the rapid development of society, rapidly changing life and ideology, constantly competitive market situation, its logo form must have a distinctive contemporary features. Especially many old enterprises, it is necessary to review and improve the existing logo image, based on the retention of the old image, to take a fresh and simple, clear and easy to remember the design form, which can make the enterprise logo has a distinctive contemporary features. Usually, the logo image update to ten years for a period of time, it represents the enterprise to seek new changes, the courage to create, the pursuit of excellence in the spirit of avoiding the growing rigidity of the enterprise, stale and outdated image.

Corporate logo design is not just a pattern design, but to create a symbol with commercial value, and both artistic appreciation value. Logo pattern is a generalization of the art of visualization. Designers must use their own aesthetic way, with vivid and specific sensual image to describe it, show it, and promote the deepening of the logo theme idea, so as to achieve the purpose of accurately conveying the enterprise information.

The difficulty of logo design is how to accurately transform the image concept into a visual image, rather than a simple image or representation. That is, there should be a new and unique creative ideas, the performance of corporate personality traits, but also expressed in the artistic language of visualization.

The design of an excellent corporate logo should be considered to be infused with the profound ideas and concepts of the enterprise, in order to convey a distinctive and unique corporate image, and to achieve the purpose of the differentiation strategy.

With the accelerated speed of commercial information transfer and scientific and cultural exchanges, all communication behaviors are extremely efficient, visual communication of words and business symbols, as well as towards a *** the same direction, that is, the requirements of concise, *** knowledge, and at the same time seeks to modeling, beautiful, generous, and has a personality. Corporate logo design is no exception.

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