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一、 Visual basic elements design
二、 Preparation of Visual application elements design
三、 Start specific application design project
四、Preparation of VI Visual Identity Manual
一、Visual basic elements design
Logo
Corporate logo, include the enterprise's own logo and trade mark.
Features of logo：
First, Identification.
Second, Systematic.
Third, Unity.
Forth, Image.
Fifth, Times.
Logo design processes：
Check the actual state of business; analyze the state of visual design, which include the following status:
First, The concept of the enterprise spirit and enterprise 's overall development plan.
Second, Business scope, product characteristics, service properties etc.
Third, the enterprise's marketing state and the market share.
Forth, the enterprise's visibility and reputation.
Fifth, the expectations of the business operators for the whole image strategy and visual identity style.
Sixth, the relative competitors and the state of the industry feature
1. Establishing a clear concept
2. The performance of specific design。
3. Careful sign operation：
First, Careful sign details
Second, numerical of sign form：
Grid,
Proportion of size notation,
Arc angle notation.
Third, diversification of sign form:
Changes of line thickness;
Changes of positive and negative shape;
Changes in color and black & white,
Changes of a variety of point, line, surface (such as a hollow body, reticulate, point to surface, line to surface etc.);
Form changes according to different media;
Changes of reduce or enlarge the form.
Enterprise standard word
Enterprise standard word is a whole combination word of enterprise name, the enterprise trade name abbreviation, theme, slogan, etc.
The features of Enterprise standard word:
First, Identification.
Second, Readability.
Third, design.
Forth, Systematic.
The classification of Enterprise standard word：
First, standard word of enterprise name.
Second, standard word of product or brand name.
Third, sign font.
Forth, standard word of advertising activities.
Name and rename of enterprise:
Enterprise rename programs include the following situations:
First, change the whole enterprise name, includes the current standard word, color and so on basic visual elements.
Second, Part of the name change or simplify, also introduce a new standard word, color.
Third, Phase change.
Forth, uniform the enterprise name and brand name.
Fifth, the enterprise standard word and color are kept unchanged, according to different occasions, develop the change form, in order to achieve the form changes feel.
The standard word mapping method:
The normal two methods of the standard word mapping:
First, Graph representation.
Second, Direct mark method.
Enterprise standard color
Enterprise standard color, is refers to the colors which enterprise through the color perception to convey, set to reflect enterprise's unique spirit of philosophy, organization, working content, marketing and the style and feature of the state.
The development of standard color set:
Investigation and analysis phase:
First, the analysis of the usage of the company's existing standard color.
Second, the image analysis the public's understanding of the company's existing color.
Third, competitive enterprise standard color usage analysis.
Fourth, the image analysis the public's understanding of competitive enterprise standard color.
Fifth, the analysis of the relationship between corporate nature and the standard color.
Sixth, the analysis of market expectations for enterprise standard color.
Seventh, the analysis of religious, ethnic, regional habits taboo color.
Concept setting phase:
Positive, healthy, warm, etc. (eg, red);
Harmonious, loving, self-willed, etc. (eg, orange);
Bright, hope, light, etc. (eg, yellow);
Growth, peaceful, clean, etc. (eg, green);
Integrity, intellect, negative, etc. (eg, blue);
Noble, delicate, mysterious, etc. (eg, purple);
Heavy, classic, horror, etc. (eg, black);
Clean, holy, pale, etc. (eg, white);
Ordinary, humble, neutral, (eg, as gray ).
Color image phase:
Through the settings of concepts of corporate image and the corresponding color, key words, to further establish the corresponding color image performance system.
Simulation test phase:
First, the association of color concrete and abstract sentiment, hobby and other psychological investigations.
Second, color perception, memory, attention and other physiological effect test.
Third, the analysis and evaluation of technology, quality, economy and the physical factors, during the color implementation.
Color management phage:
This phase is mainly to make numerical codes, such as color symbols, color value for enterprise standard color use.
Implementation Supervision phase：
The evaluation for the standard color by different material produced;
Color correct for printing proofing;
To evaluate product color;
Information collection and collation for the other usage.
Auxiliary graphics
Auxiliary graphics is the auxiliary visual elements in the enterprise identification system; it includes the design of the three aspects: enterprise modeling, Symbol pattern and layout.
1, design and application of enterprise modeling (also known as commercial roles or mascot, business logo):
Enterprise modeling, which is to strengthen enterprise or product characteristics, is the design of caricature, animal, plant, landscape or inanimate objects, as the enterprise's specific symbol.
Enterprise modeling application：
First, two-dimensional media, like print and so on.
Second, three-dimensional media, like film and television media.
Third, outdoor advertising and POP advertisement and so on, like street sign, vehicle body.
Fourth, the enterprise public relations goods and the product package, like the gift.
2, The consist of enterprise symbol graphic design.
Graphic symbol is not purely decorative library case, is the expansion link of enterprises basic visual elements.
enterprise graphic symbol design theme
First, take the pattern of the enterprise logo as the develop matrix.
Second, take the significance of the enterprise logo or philosophy as the develop matrix.
3, layout design:
General layout, includes the head, page, bottom three parts, content elements include basic elements combination in visual identification system, text ( text and graphics ), enterprise modeling, they are in a different position of the layout.
The two kinds of layout instruction:
First, direct indication.
Second, symbol.
The combination mode of Enterprise visual identification basic elements:
According to the specific media size and orientation, to design the horizontal, vertical, size, direction and other forms.
Contents of basic elements combination:
First, take the target out of the background or the surrounding elements, and set the spatial minimum specified value.
Second, the ratio size, spacing direction, position relations between the enterprise symbol and other essential factor.
Combination methods of symbol and other elements include the following forms：
First, the combination of symbol and enterprise Chinese name or the abbreviation;
Second, the combination of symbol and brand name;
Third, the combination of symbol and enterprise English name or the abbreviation;
Forth, the combination of symbol and enterprise name or brand name or the abbreviation;
Fifth, the combination of symbol and enterprise name or brand name and Enterprise slogan, advertising words;
Sixth, the combination of symbol and enterprise name or address, telephone number and other information.
Forbidden combination standard:
First, add other modeling symbol on the standard combination.
Second, change the basic elements of the standard combination, like size, slogan, color, position.
Third, change the basic elements, such as add frame, three-dimensional, the mesh wire etc.
Forth, change the standard combination, such as kerning, deformed character, compressed, oblique.
Special fonts
A special font includes the existing standard fonts and specified fonts.
Standard fonts:
Normally use for enterprise name, brand name, trademark name etc.
Specified fonts:
Normally use for department name, facility name, branch name and other address, advertising content, official document etc.
The notes for the selection of special fonts:
First, investigate the use range, purpose status of special fonts.
Second, when select specified fonts, should consider the style harmony with the symbol and standard words and other basic element.
Third, the type and combination form, method of selected fonts should have a certain regularity, and form a system of readable, reproducibility, identity.
二, preparation of visual application elements design
Status investigation of application elements items
Classification and collection of the current status:
For the collection of the current application elements, mainly include the following items:
First, Office supplies, such as business cards, all kinds of documents etc.
Second, Advertising promotions, such as brochures, television advertisements, announcements etc.
Third, Identification signs, such as flag, all kinds of navigation signs etc.
Forth, Transport tools, such as transport trucks, trailers etc.
Fifth, product packages, such as trademark, packing paper etc.
Sixth, staff uniforms, such as badges, uniforms.
Seventh, building environment, such as appearance, office etc.
Eighth, the showing ceremony, such as commemorative activities, display environment, store etc.
Determine the Application elements design and develop strategy:
For a corporate image in the specific application elements design items, before development of design, should make the necessary determine to its objective limited conditions and basis, avoid the problem that design is very beautiful, but can not be used:
First, the functional need for the project.
Mainly refers to the basic conditions required for completing the design project, such as shape, size, color, material, making method and use etc.
Second, the use legal restriction of the item.
Such as the specifications of the envelope, environmental factors of signs indication and so on regulations.
Third, the requirement of the industry nature.
Mainly refers to some common rules or need in the industry, such as the provisions of office supplies like documents, packaging.
三, detailed application design project
Content：
1, Office supplies；
2, Packaging products；
3, Banner planning；
4, Staff uniforms;
5, Media logo style;
6, Advertising signboards；
7, Indoor and outdoor instruction；
8, The environmental style；
9, Traffic and transportation；
10, Display style；
11, Shop style；
12, others.
Office supplies category
it includes：
1, business cards
2, Stationery
3, envelope
4, notes
5, various types of document bag
6, the data bag
7, pay bag
8, file bag
9, Contract
10, quotation sheet
11, All kinds of forms and bill
12, Various types of card ( such as the invitation cards, birthday cards, Christmas cards, greeting cards )
13, calendar
14, Industry and commerce diary
15, Certificate, medal
16, Tea set
17, Office facilities and other equipment (such as paperweight, pen holder, pen, pencil, rain gear rack, stapler, fax machine, etc.)
The main design elements:
Design elements of office supplies mainly include:
Enterprise logo
Enterprise name（Full or abbreviation）
Logo word
Standard word
Standard color
Enterprise modeling
Graphic symbol
Company name
Address, telephone, telegraph, telex, e-mail address, postal code
Enterprise slogan
Business content
Office supplies (such as "Invitation", "contract")
Graphics, text, picture composition
Texture, production process etc.
Packaging products
The packaging products including the following items:
1, Outsourcing packing (big, in, small)
2, Packing box ( big, in, small )
3, Wrapping paper ( monochrome, two-color, special color )
4, Packaging bag ( paper, plastic, cloth, leather and other materials )
5, Special packaging ( referring to specific gifts, events, promotional packaging )
6, Packaging containers ( such as bottles, cans, plastic, metal, resin and other materials )
7, Bag ( large, medium, small )
8, Sealing tape ( wide, narrow ),
9, Packaging stickers ( big, in, small )
10, Packing seal ( big, in, small )
11, Packaging rope
12, The appearance of the product
13, Product brand representation
14, Product tag
15, Product nameplate
Main design elements:
Packaging form:
One-piece design, set design, assembly design, assembly design etc.
The construct elements:
The company signs ( logo, standard font, standard color, enterprise modeling, enterprise symbol etc.)
Graphic ( photography, illustrations etc. )
Text ( instructions, quality assurance etc. )
Material ( paper, plastic, metal, cloth, leather etc. )
Construction
Production process etc.
Banner planning
The main project details:
1, The company flag ( logo flag, name flag, banner of enterprise modeling )
2, Memorial flag
3, Horizontal type flag
4, Reward flag
5, Promotional flag
6, Celebration flag
7, Theme banner.
8, all types of hanging banners are for rendering the atmosphere, and with different company flags, form a strong image recognition effect.
Basic design elements:
Enterprise logo
Enterprise name abbreviation
Standard color
Enterprise modeling
Advertising slogan
Brand name
Trademark
Graphic
Material (paper, cloth, metal etc.)
Staff uniforms
Main details:
1, Male and female competent staff uniforms ( two season)
2, Male and female Administrative Clerk uniforms ( two season)
3, male and female Service staff uniforms ( two season)
4, Male and female production staff uniforms ( two season)
5, Male and female store staff uniforms ( two season)
6, Male and female show staff uniforms ( two season)
7, Male and female work staff uniforms ( two season)
8, Male and female guards staff uniforms ( two season)
9, Male and female cleaning staff uniforms ( two season)
10, Male and female Logistic staff uniforms ( two season)
11, Men and Women Sportswear ( two season)
12, Men and women sports jacket ( two season)
13, Sports cap, shoes, socks, gloves;
14, Tie, tie clips, Scarf, belt, buttons;
15, Safety cap, hat, towel, umbrella.
Main design elements:
The application of Enterprise basic visual elements, such as corporate logo, company name, standard color, advertising slogan etc.
Uniform modeling (external appearance, interior design )
Material (such as simple and natural cotton cloth, solemn and straight wool, magnificent and elegant silk satin material etc. )
The different nature of uniform color
Autocratic buttons, tie, tie clips, zippers, belts and other clothing accessories
Media logo style
Main details:
1, Television advertising logo style;
2, Newspaper advertising logo style;
3, Magazine advertising logo style;
4, Personnel poster sign logo style;
5, company Profile mark logo style;
6, advertising profile, instruction book logo style;
7, promotion POP, DM advertising logo style;
8, poster logo style;
9, Business card ( reply ) logo style.
Media advertising
Main details:
1, Import CI each class of domestic and foreign advertising;
2, company profile, product category;
3, CF TV, newspaper, magazine advertisements, posters;
4, Direct mail advertising, promotional advertising POP;
5, Notice, sign order, postcards, coupons and other printed matter;
6, Internal and external press release;
7, Annual reports, statements;
8, Company publications (internal publicity magazine, publicity newspaper.).
Main design elements:
Company logo, name abbreviation, symbol graphic and so on company signs
The application of Company color system
Media ratio size, length, material (such as paper, neon lights)
Text, graphics, sound, lens, light and its structure format
Indoor and outdoor signs:
Main details:
1, Signboards;
2, Indoor and outdoor straight, horizontal, site signboard;
3, building roof, floor sign;
4, under Arcade, arcade sign;
5, hanging sign;
6, The counter sign;
7, Enterprise location panel ( road signs );
8, gate, site, fence, street trees, gateway.
Indication:
Indoor or outdoor indication system;
1, Symbol indicating system (including prohibition instructions, public environmental indication );
2, Organization, Department sign;
3, total area panel;
4, Sub regional panel;
5, Identification building murals, sculpture.
The environmental style
Detailed items:
1, The main facade style;
2, Building interior decoration style;
3, Entrance design style;
4, Interior image wall;
5, The appearance of the factory ribbon;
6, Glass door ribbon style;
7, The counter wall design;
8, Bulletin boards, interior slogan wall;
9, Environment color mark;
10, Pedal pad;
11, The ashtray, trash;
12, Staff lockers;
13, Indoor decorative plant style.
Transportation tools
1, Business tools, such as service cars, jeeps, vans, fair car, mobile store, steamer etc.
2, Transport tools, such as buses, minibuses, large and small truck, van truck, tool cart, flatbed, bicycle, cargo ships, passenger ship, boat, plane etc.
3, Working tools, such as crane, bulldozer, lift, drag truck, trailer, public cleaning vehicles, garbage trucks, ambulances, fire trucks, TV OB van etc.
Main design elements:
Company sign
Brand sign
Standard font
Enterprise modeling
Symbols and combination mode, size, location, production process etc.
Showing style
Detailed items:
1, Exhibition hall design;
2, Window design;
3, Display model;
4, Commodity display rack, display rack, display stand;
5, Exhibition visit instructions;
6, Stage design;
7, Lighting planning;
8, Color planning;
9, Trademark, trademark name present styles;
10, Chair, table, sofa style.
Main design elements:
Company logo
Standard font
Standard color
Text
Graphic
Company model
Spatial structure
Lighting
Material
Exhibit
Video etc.
Store recognition
Stores identification system planning:
First, preparation stage.
Put forward the recognition design schedule, and a list out relevant matters, creative design and simple description, collect the data, make the desired plan etc.
Second, design stage.
According to the information of preparation stage, make layout diagram and part of the elevation, transparent drawing; set furniture style, color and material planning schedule.
Third, prepare specification manual.
Make a detailed plan map, three-dimensional map, cutaway view and local details;
Lighting planning and description;
Furniture configuration drawing;
Construction specification drawing;
Construction specification description.
Project regulation:
1, plane, solid diagram and shop drawing of various space region;
2, various materials plan;
3, various space region color style;
4, functional facilities plan (such as hydroelectric power, lighting etc.);
5, environment facilities plan (such as sales counter, furniture such as desks and chairs etc. , potted plant, garbage can, ashtray , all kinds of cabinet cupboard);
6, the dress style of salesclerk, indoor and outdoor shop advertising signs design;
7, indoor and outdoor shop sign;
8, Commodity display (such as stall, promotional counter, price card, classification card, store card, catalogue rack, brand frame light boxes etc.).
四, Preparation of VI Visual Identification Manual
Structural system for Design Manual
First, Interpretation of the concept.
Such as the CI concept, design concept, structure and content description of design system.
Second, Basic design project regulations.
Mainly includes concept description and usage specification of all kinds of design project. Such as
Company logo significance, positioning, monochrome or color representation rules, instructions and notes, development purpose and usage scope of the sign change, specifically prohibit examples.
Third, application design project regulations.
Mainly includes design standard, usage regulations and format, Construction requirements and specification drawings of all kinds of design project. Such as fonts, color and Production process of Office supplies.
Design manual preparation form
First, Use the basic design project and application design project regulations project application of design projects, to make a book according to certain rules, mainly with the loose-leaf form, in order to supplement.
Second, Use the basic design project and application design project regulations project application of design projects, separate compilation and bound, mainly with loose sheet and catalogue form.
Separate compilation, bound by a respective, and catalog.
Third, according to different institutions of enterprise (such as branch) or different classes of media, separate prepare the application design project.
Design manual details
First, index.
Such as the leader speech, business concept system description and image concept explanation, introduction of the CI object and background, the use methods and requirements of manual.
Second, Basic design project and its combination system.
Such as The basic elements of the representation, variant design.
Third, application design project
Fourth, main design elements sample
Such as Logo printing samples or dry glue, standard color tickets
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