英语VI设计之统一与变化英文翻译

VI design of unity and change

Zhou Lingyun

(Changzhou Institute of Light Industry Technology, Jiangsu Changzhou 213164)

[Abstract] the VI design is a visual representation of the CI strategy, and is spread throughout the

enterprise recognition and appeal of the most detailed and direct static identification.

very important concept in the development of CI, but VI design must follow the principles. Both

the basic elements and the application of elements of the system must be highly consistent with

the design elements and design style. But there are also changes in unity in order not be too rigid

and thus lack of vitality. The coexistence of unity and change make up the whole process of VI

design.

[Key words] VI design; unity; change; dialectical unity

[classification] [F270.7] [A documentcode] article number 1008-1151 (2008) 04-0194-02

CI

is

the

abbreviation

of

Corporation

Identity.

It

consists

of

the

concept

of

(a) About VI

identification (MI), behavior identity (BI) and

VI

is

short

for

Visual

Identity.

CI

is

visual identity (VI). The distinctiveness of CI

visual

recognition

of

visual

symbols

in

the

rather

than

BI

and

VI

frequency

have

strong

form

of

a

variety

of

applications

and

in

the

visual.

VI

visual

effect

is

the

main

decisive

most

extensive

level

the

most

direct

factors.

In

the

design

of

specific

visual

communication.

It

is

the

most

appealing

has

symbols,

such

as

logo,

color,

name

of

strong

spreading

power

in

CI

system.

Of

enterprise,

which

itself

contains

meaning

course, the visual expression of VI is from MI

without

understanding

to

go

directly

to

the

and BI. In the complete CI system, MI is the

person's feeling, will have a strong impact on

core

as

well

as

the

highest

decision-making

people's

visual

form,

visual

impression,

thus

level.

For

the

whole

system

it

lays

the

achieve the purpose of identification.

theoretical basis and behavior criterion. BI is a

dynamic

form

of

activity,

including

the

development

of

CI,

but

VI

design

must

also

emphasis on process. VI design will be carried

follow the principle. The consistency of visual

out

around

MI

and

BI,

to

ensure

the

unity

recognition can strengthen the communication

between

the

three

subsystems.

The

enterprise

frequency and intensity information will have

should

establish

the

concept

of

recognition

double

effect

on

diffusion.

Design

of

unified

system

to

identify

the

basis.

In

other

words,

form

can

also

reduce

a

production

cost,

the content of visual recognition, must reflect

convenient

management,

and

visual

the

spirit

of

enterprise,

operating

principles,

identification

system.

In

order

to

achieve

the

values and cultural characteristics, and widely

unity,

in

the

design

of

the

specific

operation,

spread

in

the

unified

business

activities

and

some

people

even

prepare

a

set

of

so-called

social activities in the enterprise, complement

template,

the

sign

of

condemnation,

each other with the behavior of enterprises. In

attached

to

the

application

of

one

of

the

this

way,

visual

identification

system

of

elements. Unity is achieved with a fixed sign,

enterprise

can

spread

out

through

corporate

but

apparently

lack

of

vividness.

So

there

philosophy,

corporate

values,

through

the

must

be

changes

in

unity

so

that

the

design

static,

the

visual

system,

communication,

can not be too rigid thus lose vitality.

organization,

planning

and

correct,

accurate,

which

exists

in

the

business

activities

of

enterprises,

enterprise

spirit,

ideology,

management

policy

and

business

strategy

of

the

main

content.

It

enables

the

public

to

easily grasp enterprise information and creates

a sense of identity so as to achieve the purpose

of identification of enterprises.

VI visual recognition system includes the

basic

elements

of

enterprise

(enterprise

or

organization name, logo, standard word, color,

shape, graphics and other auxiliary enterprises)

and

application

elements

(products,

office

supplies,

clothing,

signs,

transportation,

advertising, packaging, display and exhibition

planning,

etc.)

As

the

basic

elements

of

information

the

source,

the

application

of

elements

is

the

dissemination

of

information

media.

The

information

to

maintain

a

consistent image in the media can leave a deep

impression in the minds of consumers.

The design and development of VI visual

recognition is a very difficult process, as well

as a careful study of enterprise spirit, business

philosophy,

management

policy,

corporate

mission,

corporate

philosophy,

corporate

culture,

operation

mechanism,

enterprise

characteristics,

future

development

direction,

and

the

interpretation

of

visual

symbols

or

symbol

system.

On

the

other

hand

it

has

abstract

characteristics

of

visual

symbols

or

symbol system, designed in the basic elements

of

visual

communication,

unified

and

controlled

application

in

all

aspects

of

the

behavior

of

enterprises,

and

to

establish

a

corporate

image.

It

is

necessary

to

maintain

the

spread

of

the

unified

corporate

image

systematically,

normatively,

clearly,

and

effectively.

(b)

The

unity

and

change

in

VI

design

As we have already mentioned above, the

unification

must

follow

the

principles

in

the

design

of

VI.

It

can

be

said

that

the

unity

is

reflected

in

all

aspects

of

the

VI

system.

For

example,

the

unique

use

of

color

(virgin

Airlines strictly control the application of red

standard, and do not allow any local airport to

change

the

red

component,

even

a

slightest

change);

graphic

signs

or

auxiliary

graphics

expand

the

applied

elements

in

shape;

advertising

space,

package

layout,

Webpage

layout

etc.

The

application

of

unified

arrangement

style

is

a

concrete

manifestation

of

the

unity.

Without

doubt

many

are

often

designed

in

order

to

pursue

unity.

Without

change,

you

cannot

produce

effective

stimulation

to

the

people,

therefore,

people

feel

boring

and

lack

of

interest

and

vitality,

like

a

pool

of

stagnant

water

and

lifeless.

While excessive unity makes people feel rigid

and monotonous, too much change will cause

disorder,

make

people

have

a

sense

of

confusion and distraction. That means to seek

unity in change and to seek changes in unity.

It is illustrated here from the basic elements of

specific design application system design.

1 Basic elements of the system

Corporate

logo

is

a

visual

symbol

through simple shape, the meaning of a clear

standard,

the

management

philosophy,

corporate

culture,

management

content,

enterprise

scale,

product

characteristics

and

other factors. It passes to the public to identify

and

recognize

the

patterns

and

characters

of

enterprise.

The

corporate

logo

is

comprehensive,

concise

the

whole

enterprise.

The

corporate

logo

is

a

visual

image

of

the

core,

which

constitutes

the

basic

characteristics

of

corporate

image,

reflecting

the inherent quality of the enterprise. Logo is

not

only

the

leading

force

to

mobilize

all

the

visual

elements,

but

also

integrate

all

the

visual elements of the center, and is the public

representative

of

corporate

brand

identity.

Therefore, the corporate logo design in visual

identity system of the whole design is of great

significance.

The

traditional

logo

design

is

a

fixed