Visual identification is the most intuitive and specific in CI design. It has the closest connection with the public and is close to it, and thus has the most extensive influence. It is based on the establishment of business philosophy and strategic objectives, the use of visual communication design methods, according to the media requirements with all operations, design system identification symbols, to characterize the company's personality, highlighting the spirit of the enterprise, Make the public and employees have a consistent sense of identity and values ​​for the company.

VI basic design system, the main constituent elements are signs, standard words, standard colors, symbol patterns, corporate shapes and other visual symbols. The fundamental purpose of the VI is to form a most direct visual image through the design of these elements. In combination with the extensive application of these basic designs in the application system, a unified and full expression of the company's philosophy and internal qualities is required in order to gain public recognition.

(I) The principle of "MI"

The logo design elements in VI are different from general trademarks. The most important difference is that design elements in VI are an important carrier for conveying corporate philosophy and enterprise spirit. Symbols that are separated from corporate philosophy and corporate spirit can only be called ordinary trademarks. Only. Excellent VI design is not a success in expressing corporate philosophy. The key to logo design is to design the logo that most effectively and directly conveys the corporate philosophy based on the establishment of corporate philosophy. The "sun god" logo is based on the geometric shape of circles and triangles. Circularity is the symbol of the sun, representing the business purpose of throwing light, warmth, vitality and hope, as well as the function of representing healthy and progressive commodities; the triangle's upward trend is not only APOLLO (the ancient Greek mythology endowed with vitality, dominates the light The first letter of the protector of God symbolizes the creation of the word "human", which shows the rising mood of the enterprise and the service and business philosophy centered on the "human". It is composed of three representative colors: red, black, and white. The strong contrast of colors reflects the overall state of mind of the company's unwillingness to innovate and strive to innovate. The “Sunshine” font style is based on the “⊙” of the 篆 body as the main feature. It combines English APOLLO's black lettering to form a unique “synthetic text”. This particular artistic image is printed on packing boxes, posters, desks, and outdoor advertisements. It is simple, clear, and expressive in terms of corporate spirit, business awareness, and product attributes. The overall effect of the "trinity" of trademarks, products, and companies has left a deep impression on the public mind.

(B) Humanized design principles

Modern industrial design needs to be accepted by consumers with works that are full of human nature, which makes people feel concerned about the affinity. This is the basic point of modern industrial design. For example, the famous APPLE logo is designed to show a dynamic picture full of human nature: a soft-colored apple that is eaten by one person shows its appearance.

YOUCAN OWN YOURCOMPUTER's intimacy. In the operation of COMPUTER, accompanied by music, can communicate, conversation, showing a good human-computer compatibility relationship. This kind of humanized design is one of the key factors for the success of APPLE computers.

(C) Nationalized Design Principles Because of the different modes of thinking of various ethnic groups, there are also differences in aesthetics, material, and language communication. Therefore, designs with ethnic characteristics should be considered. Only when bears are accepted by the people can they win the world. Identity.

(4) Design Principles for Simplification, Specificity for Abstraction and Seismicity Modern design has a variety of changes, ranging from complications to simplicity, from specific symbols to abstract symbols, from GRAPHY DESIGN to communication design COMMUNI- CATION, from static to dynamic and other rich changes.

(five) habitual design principles

The design process should take into account the customary principles of visual identification symbols in the development process. There are different patterns and color taboos in different cultural regions. Due to differences in social systems, ethnic cultures, religious beliefs, and customs, all countries have special trademark management agencies and regulations, which have different interpretations of trademarks and images. Special attention should be paid when designing logos and trademarks. For example, the image of a pig is not affected by These countries or ethnic groups welcome, and individual countries or peoples are also disgusted with the image of pandas because their images are similar to those of pigs.

(6) Legal principles

Since visual identification symbols are mostly used for commercial activities, all visual symbol designs must comply with commercial laws and regulations, such as the Paris Convention for the Protection of Industrial Property and the China Trademark Law.