(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.

VI视觉识别的基本要素应用到建筑物、车辆和一些视觉媒体上等，增加了企业的识别度，同时也能提升该企业的知名度。它不仅代表一个企业的存在，而且也象征了该企业在业界的地位和声誉。

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)独特性。独特性是指企业在大众心目中特殊的地位。其独特性可以通过企业的战略方针、情感诉求、事件营销等吸引大众的关注。

(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)真实性。在VI设计中，真实性是反映企业真实情况的程度，是指企业行为与大众对企业的印象相一致。

(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.

VI设计的开发也是基于企业真实现状的基础之上。设计师们要对该企业的根源具有明确的观点和立场，突出其特色，表现其真实的视觉形象。首先要对企业的内部调研，可以通过档案分析、访谈、员工座谈和问卷调查等达到全面的了解，这是VI设计的步。

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)透明度。研究结果表明，一个企业透明度越高，它发布的信息可信度就越高。透明度能够提升企业的公信度和认同感。透明度包括产品和服务、经营宗旨、组织结构、财务状况、社会责任和工作环境等。

(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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