Design Theory: Corporate Brand visual design

What is the brand's visual communication

Brand, this familiar and unfamiliar noun, sometimes it always makes people misunderstand. The brand is very wide, broad to a deep sense of strategic development concept; The brand is small, small to a clearly visible graphical symbol. About the brand, here is not a detailed description. To mention is a set of services to the brand promotion of the CI system (Corporate Identity System), that is, the enterprise image recognition systems emerged. CI system is composed of three aspects, i.e., concept identification (Mind identify abbreviation mi), behavioral recognition (Behavior identify abbreviation BI) and visual recognition (visual identify abbreviation VI).

And today I want to talk about the familiar brand of visual recognition (VI), it is also a visual carrier of generalized brand, that is, a set of visual recognition system which is contacted by visual perception to differentiate from other competitors, its basic elements include enterprise name, Enterprise logo, Enterprise standard font, standard color, symbolic pattern , Enterprise's slogan, corporate mascot, special font. There is also a part of the application elements, mainly including office supplies, internal and external building environment, transportation, apparel, advertising media, product packaging, gifts, display display, printing publications.

The importance of visual recognition

Brand image design is crucial in the brand, and visual identity design is the most external, most direct, the most powerful and contagious part. The most relationship with consumers is not the product, but the image of visual design, you may not use its products, but must not avoid not to see it, visual design of good or bad directly affect the image of the entire brand. COCA Cola's glass jar silhouette, streamers, Nike Hook Apple's Gap, these popular signs, graphics is the role of brand image, so that you know "it", recognized "it."

Speaking of Coca-Cola, people have to sigh the red and white myth of the brand, perhaps many people do not know, the well-known red and white Santa Claus is the creation of Coca-Cola for propaganda, in the the 1930s and 40 's, this image has been used as the company's advertising campaign. Over time, people think that Santa Claus is wearing a life of red and white old man. Before that, Santa Claus was dressed in colourful colours. The effects of visual recognition are generally visible.

Coca-Cola is often threatened by Pepsi before it imports Ci. At that time the graphic has a round, well, color red, also have yellow, very easy to lead to image confusion. So the company decided to give up the old target of 80 years. On the basis of retaining the brand fonts, the redevelopment of the visual system has finally succeeded in unifying its image. Its classic recognition system and the huge amount of money spent on the system each year are a deep impression of Coca-Cola in people's minds. At present, almost all consumers around the world get the overall impression of Coca-Cola through four core elements: (1) The Coca-coia of the Binsee Body, (2) The red standard color with a strong contrast to the white font, and (3) the flowing waterline. (4) Unique Cola bottle shape

In fact, Coca-Cola in the world almost every few years will be trademarks and packaging, such as the content of a series of VI identification system to modify and update to adapt to the changing market taste. But always firmly hold a style and styles to implement them. This change maintains a gradual scale, that is, innovation and prudent retention of previously accumulated brand assets, so that the evolution of the visual identity system path to show a graceful transition, no break and jump.