First, the basic elements of visual design

Second, the preparation of design visual application elements

Third, develop specific application design projects.

Fourthly, the compilation of VI visual recognition manual.

First, the basic elements of visual design

Signs; emblem

Enterprise logo can be divided into enterprise logo and commodity logo.

Characteristics of corporate logo:

First, recognition.

The second is systematic.

Third, unity.

Fourth, visualization.

Fifth, the times.

Workflow of enterprise logo design:

Investigate the actual situation of enterprise management and analyze the present situation of enterprise visual design, including the following situations:

First, the concept and spiritual connotation of the enterprise 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. Carefully mark the operation:

First, the details of the logo.

Second, the symbolic form of numerical value:

One is gridding,

The second is the proportional size marking method,

The third is the arc angle labeling method.

Third, the diversity of logo forms:

Changes in 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 abbreviation, activity theme and advertising language.

The characteristics of enterprise standard word:

First, recognition.

Second, readability.

Third, design.

Fourth, systematic.

Type of enterprise standard words:

First, the standard word of the 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:

The enterprise name change scheme has the following situations:

First, completely change the company name, including the existing standard words, standard colors and other basic visual elements.

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 method:

There are two common methods for drawing standard characters:

First, grid representation.

Second, direct marking method.

Enterprise standard color

Enterprise standard color refers to the color set by an enterprise to reflect its unique spiritual concept, organization, business content, marketing and style through its visual perception of color.

Development settings for standard colors:

Investigation and analysis stage:

Firstly, the application of existing standard colors in enterprises is analyzed.

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:

One is psychological investigation, such as the association of concrete objects with colors, the association of 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:

At present, it is mainly to standardize the use of enterprise standard colors, such as color symbols and printing color values.

Implementation supervision stage:

Approve the 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 figure

Auxiliary graphics are auxiliary visual elements in enterprise identification system, including enterprise modeling, symbol pattern and layout design.

1, the design and application of enterprise modeling (also known as business role or mascot, business logo painting);

Enterprise modeling is a cartoon-like figure, animal, plant, landscape or other inanimate object designed to strengthen and highlight the personality characteristics of enterprises or products, as a concrete symbol of enterprises.

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 of enterprise logo graphics:

Symbolic graphics are not purely decorative library cases, but an extension of basic visual elements of enterprises.

The design theme of enterprise symbol graphics;

First, take the shape of corporate logo as the 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: the top of the page, the center of the page and the bottom of the page. The content elements of the layout include the combination of basic elements in the visual recognition system, words (words and pictures), corporate modeling, etc. These elements are in different positions of the layout.

Layout usually expresses its structure in two ways:

First, direct marking method.

Second, sign the law.

Combination mode of basic elements of enterprise visual identification

According to the specifications and arrangement direction of specific media, different combinations such as horizontal arrangement, vertical arrangement, size and direction are designed. Content of basic element combination:

Firstly, the target is separated from its background or surrounding elements, and the spacing is set to the minimum specified value.

Secondly, the scale, spacing direction and position relationship between corporate logo and other elements.

The combination of logos and other elements usually takes the following forms:

One is 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.

Prohibited combination specifications:

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 are externalized outside the norms, such as framing, three-dimensional and reticulation of signs.

Fourthly, the standard combination has made changes in word spacing, font deformation, flattening, oblique direction and so on.

stylized font

Special fonts include existing standard fonts and specified fonts.

Standard font:

Mostly used for enterprise names, commodity names, trademark names, etc.

Specify font:

Commonly used in department names, facilities names, branch names and addresses, advertising content, official documents, etc.

Matters needing attention in designing and selecting special fonts:

First, investigate and sort out the scope of use, 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, choose the type of font, the combination form and method of characters should be regular, and form a readable, reproducible and recognizable character system.

Second, the preparation of design visual application elements

Investigation on the current situation of application factor projects

Collection and classification of current projects:

A collection of projects with existing application elements focuses on the following projects:

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.

Determine the design and development strategy of application elements;

For a specific application element design project in corporate image, before the development and design, it is necessary to determine its objective restrictions and basis to avoid the problem that the design project is beautiful but useless:

I. 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.

Third, develop specific application design projects.

Directory:

1, business supplies;

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.

Commercial goods category

Details of the project include:

1, business card

Step 2 write paper

Step 3: envelopes

Step 4 take notes

5. Various types of briefcases

6. Information kit

7. Salary bag

8. File bag

9. Joint books

10, quotation

1 1, various forms and bills.

12, various cards (such as invitations, birthday cards, Christmas cards, greeting cards)

13, annual calendar, monthly calendar, calendar

14, business diary

15, certificate, medal

16, tea set

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

Main design elements:

The main design elements of business supplies usually include:

Signs; emblem

Enterprise name (full name or abbreviation)

Signs

standard word

Standard color

Enterprise modeling

Symbolic figure

Company signature

Address, telephone, telegram, telex, e-mail, postal code

Enterprise slogan slogan

Operation content

Name of office supplies (such as "invitation" and "contract")

Graphics, text, combinations

Texture, production technology, etc.

Packaging product category

Project details of packaging products:

1, outer packing box (large, medium and small),

2. Packing boxes (large, medium and small),

3. Packaging paper (single color, double color, special color),

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

5. Special packaging (refers to the packaging used for specific gifts, activities and publicity),

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

7. Handbags (large, medium and small),

8. Sealing tape (wide and narrow),

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

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

1 1, packing rope,

12, product appearance,

13, product trademark representation,

14, product label,

15, product nameplate, etc.

Main design elements:

Packaging form:

Single design, complete design, combined design, assembly design, etc.

Components:

Enterprise signature (logo, standard font, standard color, enterprise modeling, symbol graphics, etc.). ),

Graphics (photography, illustrations, etc.). ),

Text (description, quality assurance, etc. ),

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

Structure,

Production technology, etc.

Flag planning class

Details of major projects:

1, company logo (logo logo, name logo, company modeling logo)

2. Commemorative flag

3. Hang the flag horizontally

4. Reward sign

5. Promotional signs

Step 6 celebrate the flag

7. Theme flags, 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:

Signs; emblem

Abbreviation of enterprise name

Reference color

Enterprise modeling

slogan

brand name

trademark

chart

Materials (paper, cloth, metal, etc. )

Employee uniform category

Details of major projects

1, male and female supervisor uniforms (season 2)

2. Uniforms for male and female executives (season 2)

3. Uniforms for male and female service personnel (season 2)

4. Uniforms for male and female producers (season 2)

5, men's and women's store staff uniforms (second season)

6, men and women show staff uniforms (season 2)

7. Uniforms for male and female public works workers (second quarter)

8. Uniforms for male and female security personnel (season 2)

9. Uniforms for male and female cleaners (season 2)

10, uniforms for male and female logistics personnel (season 2)

1 1, sportswear for men and women (season 2)

12, men's and women's sports jackets (season 2)

13, sports caps, shoes, socks, gloves;

14, ties, tie clips, scarves, belts, buttons;

15, safety helmet, working cap, towel and rain gear.

Main design elements:

The application of enterprise basic visual elements, such as enterprise logo, enterprise name, standard color, advertising language, etc.

Internal and external modeling of uniforms (appearance, internal style, etc.). )

Materials (such as simple and natural cotton and linen cloth, solemn and straight wool, gorgeous and elegant silk and satin, etc. )

Unified colors of different post natures

Buttons, ties, tie clips, zippers, belts and other authoritarian clothing accessories.

Media logo style class

Details of major projects:

1, TV advertising trademark logo style;

2. Trademark logo style of newspaper advertisements;

3. Style of trademark logo in magazine advertisements:

4. Trademark identification style of 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.

Media advertising category

Details of major projects:

1. Introduce internal and external advertisements of CI category;

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:

Company signature, such as company logo, abbreviated name and symbol graphics.

Application of enterprise color system

Size, length and materials of media (such as paper, neon lights, etc.). )

Text, graphics and images, sound, lens, light and shadow and their structural formats.

Indoor and outdoor identification class

Project details:

1, signboard category:

2, indoor and outdoor straight, mold, site 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 category:

Indoor and outdoor indication systems;

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.

Environmental style class

Project details:

1, the 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.

Means of transport

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:

Signs; emblem

Logo trademark

Standard font

Enterprise shaping

Symbolic pattern and its combination mode, position, proportion and size, production technology, etc.

Display style class

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:

Signs; emblem

Standard font

Reference color

trait

chart

Enterprise modeling

Space structure

lamplight

material

exhibit

Audio and video, etc.

Store logo style

Store identification plan:

First, the 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 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.). ).

Fourthly, the compilation of VI visual recognition manual.

Design manual structure system

First, the interpretation of the concept.

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.

Writing form of design manual

First, the basic design project procedures and application design project procedures are compiled and bound into a book according to certain rules, and more loose-leaf forms are used to facilitate supplementation.

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 specific content of the design manual

First, 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.