Standard word

企业的标准字体包括中文、英文或其它文字字体，标准字体是根据企业名称、企业牌名和企业地址等来进行设计的。标准字体的选用要有明确的说明性，直接传达企业、品牌的名称并强化企业形象和品牌祈求力。可根据使用方面的不同，采用企业的全称或简称来确定，字体的设计，要求字形正确、富于美感并易于识读，在字体的线条粗细处理和笔划结构上要尽量清晰简化和富有装饰感。

The standard font of the enterprise includes Chinese, English or other text font, and the standard font is designed according to the enterprise name, business name and business address. The selection of the standard font should have a clear description, directly conveys the name of the enterprise and brand, and strengthens the enterprise image and brand praying. According to the different uses, we can use the full name or abbreviation of the enterprise to confirm that the design of the font requires the correct font, aesthetic sense and easy to read, and it should be as clear as possible and clear in the line size and texture of the font.

设计上是要考虑字体于标志在组合时的协调统一性，对字距和造型要作周密的规划，注意字体的系统性和延展性，以适应于各种媒体和不同材料的制作，适应于各种物品大小尺寸的应用。企业标准字体的笔划、结构和字型的设计也可体现企业精神、经营理念和产品特性，其标准制图方法是将标准字配置于适宜的方格或斜格之中，并表明字体的高、宽尺寸和角度等位置关系。

The design is to consider the font sign consistent when combined, make careful planning and attention to other kerning, system and scalability for the font, to adapt to various media and production of different materials, application suitable for various sizes of goods. The layout, structure and font design of enterprise standard font can also reflect the spirit of enterprise, business philosophy and product characteristics. The standard mapping method is to configure standard words in suitable squares or oblique lattices, and indicate the location relationship of font height, width, size and angle.

吉祥物

Mascot

企业吉祥物是以平易可爱的人物或拟人化形象来唤起社会大众的注意和好感。

The mascot of an enterprise is to arouse the public's attention and good feeling with a lovely character or personified image.

标准色彩

Standard color

企业的标准色彩是用来象征企业并应用在视觉识别设计中所有媒体上的制定色彩。透过色彩具有的知觉刺激于心理反应，可表现出企业的经营理念等产品内容的特质，体现出企业属性和情感，标准色在视觉识别符号中具有强烈的识别效应。企业标准色的确定要根据企业的行业属性，突出企业与同行的差别，并创造出与众不同的色彩效果，标准色的选用是以国际标准色为标准的，企业的标准色使用不宜过多，通常不超过三种颜色。

The standard color of an enterprise is used to symbolize the color of the enterprise and to apply it to all media in the visual identification design. Through color perception stimulation to psychological reaction, it can show the characteristics of product content, such as business philosophy and so on, which reflects enterprise attributes and emotions. Standard color has strong recognition effect in visual recognition symbols. To determine the enterprise standard color according to the attributes of the industry enterprises, outstanding enterprises and peer differences, and create out of the ordinary color effect, the standard color is international standard color standard, standard color enterprises use should not be too much, usually no more than three colors.

象征图案

Symbolic pattern

企业象征图案是为了配合基本要素在各种媒体上广泛应用而设计在内涵上要体现企业精神，引起衬托和强化企业形象的作用。

The symbol design of enterprises is designed to match the basic elements in various media. The connotation of design is to embody the spirit of enterprise, and cause the effect of setting up and strengthening the image of an enterprise.

通过象征图案的丰富造型，来补充标志符号建立的企业形象，使其意义更完整、更易识别、更具表现的幅度与深度。象征图案在表现形式上采用简单抽象并与标志图形既有对比又保持协调的关系，也可由标志或组成标志的造型内涵来进行设计。在于基本要素组合使用时，要有强弱变化的律动感和明确的主次关系，并根据不同媒体的需求作各种展开应用的规划组合设计，以保证企业识别的统一性和规范性，强化整个系统的视觉冲击力，产生出视觉的诱导效果。

Through the rich modeling of symbolic patterns, we can supplement the corporate image established by signs, and make them more complete, more identifiable and more expressive. The symbolic pattern is simple and abstract in expression form, and it has a contrast and coordination relationship with the logo graphics, and it can also be designed by the connotations of logo or logo. Is the basic elements used in combination, the relationship between primary and secondary to changes in the strength of the rhythm and clear, and planning the development of the application of various combination design according to the different demands of the media, to ensure the unity and standardization of corporate identity, strengthen the visual impact of the whole system, to produce the visual effect induced by.

标语口号

Slogan slogans

是企业理念的概括，是企业根据自身的营销活动或理念而研究出来的一种文字宣传标语。企业标语口号的确定要求文字简洁、朗朗上口。

It is the summary of the concept of the enterprise, and it is a kind of word propaganda slogan which is studied by the enterprise according to its own marketing activities or ideas. Enterprise slogan to determine requirements text concise, catchy.

准确而响亮的企业标语口号对企业内部能激发职员为企业目标而努力，对外则能表达出企业发展的目标和方向，提高企业在公众心理的印象，其主要作用是对企业形象和企业产品形象的补充，以达到使社会大众在瞬间的视听中了解企业思想，并留下对企业或产品难以忘却的印象

Accurate and loud slogans on the enterprise internal staff can stimulate and strive for the goal of enterprise, foreign can express the goal and direction of the development of enterprises, improve the enterprise impression in the public psychology, its main role is to supplement the corporate image and product image, to make the public understand the enterprise idea in an instant audio-visual, and left to the enterprise or product unforgettable impressions

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