(1) popularity. Popularity refers to the degree of cognition of the brand in the mind of the consumer. It can be established from outdoor advertising, public welfare activities, media exposure, brand value ranking, and also can be listed on the stock exchange and enhance corporate social responsibility. All these factors, whether positive or negative, affect the reputation.
The basic elements of VI visual recognition are applied to buildings, vehicles and some visual media. It increases the recognition degree of enterprises, and improves the visibility of the company. It not only represents the existence of an enterprise, but also symbolizes the position and reputation of the enterprise in the industry.
(2) uniqueness. Uniqueness refers to the special position of the enterprise in the eyes of the public. Its unique characteristics can attract public attention through the strategic policy, emotional appeal, event marketing and so on.
(3) authenticity. In the design of VI, authenticity is the extent to which the real situation of the enterprise is reflected. It means that the behavior of the enterprise is consistent with the impression of the public.
The development of VI design is based on the actual situation of the enterprise. Designers should have a clear view and position on the root of the enterprise, highlight its characteristics, and show its true visual image. First of all, the internal research of enterprises can be achieved through a comprehensive understanding of archives analysis, interviews, staff discussions and questionnaires, which is the first step of VI design.
(4) transparency. The results show that the higher the transparency of an enterprise, the higher the credibility of the information it releases. Transparency can enhance the credibility and identity of the enterprise. Transparency includes products and services, business purposes, organizational structure, financial situation, social responsibility and working environment.
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