1. 易于识别
1. easy to identify
这不仅仅是因为用名称以及拼写不容易与其他标志雷同,还有一个重要原因在:企业的名称在很多情况下能够比图形传达更多、更准确的内容。企业在设计标志时往往有这样一个误区:它们总是一厢情愿地给名称和标志加载一些"深刻"的含义,自以为是地认为里面如何地体现了企业的精神,又如何地展示了企业的文化。但现实是,名称和标志的直接作用更多的是区分同类,其他价值的体现,以及来源于品牌资产的积累,而不是它的起源和含义。
This is not just because it is not easy to use names and spelling with other signs, and there is an important reason that the name of the enterprise can convey more and more accurate content than the graphics in many cases. Enterprises often have such a misunderstanding in designing signs: they always give names and symbols some "profound" meaning, self righteously think how the inner spirit of the enterprise is embodied, and how to show the culture of the enterprise. But the reality is that the direct role of name and sign is more to distinguish between the same kind, the embodiment of other values, and the accumulation of brand assets, not its origin and meaning.
2. 便于应用
2. easy to apply
简单的名称,特别是英文名称形式美观简洁,在具体应用到各种场合时很少会受到具体条件的限制。而且,这样可以同时通过发音来加强记忆,给国际化带来很大的好处,这点联想就是个例子。从旧标志到新标志,联想在品牌识别上前进了一大步。很多图形标志在设计时为了区别于其他标志,在小处花很多心思,在色彩的应用上有很多的要求,在运用上产生了很大的麻烦,而终的结果也就仅仅起到了装饰的效果,这可以说是种舍本逐末的行为。
Simple names, especially English names, are beautiful and concise. When applied to various situations, they are seldom limited by specific conditions. Moreover, it can also enhance memory by pronunciation, and bring great benefits to internationalization. This association is an example. From the old logo to the new logo, Lenovo has made a big step in brand recognition. Many graphic symbols in design in order to distinguish from other signs, in a small place to spend a lot of thought, in the application of color has a lot of requirements, in the use of a lot of trouble, and the final result is only played the effect of decoration, which can be said to be a kind of behavior.
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3. 便于培养客户忠诚度
3. to facilitate the training of customer loyalty
很多企业有很多的品牌,不要说是普通的消费者,就是长期与品牌打交道的人,也不一定能很快说出某品牌到底出自哪家企业。企业名称、品牌名称、标志统一的做法,能将企业信息、品牌信息很快传达给消费者,在减少消费者麻烦的同时,无疑更加能马上"抓住"消费者,取得商家与消费者的双赢。
Many enterprises have a lot of brands, not to say that the ordinary consumer, is the long-term and brand dealing with people, and can not be able to quickly say which brand is from which enterprise. The enterprise name, brand name, symbol unified method, the enterprise information and brand information can be quickly conveyed to consumers, while reducing consumer trouble, it is undoubtedly more able to immediately "seize" consumers, and achieve a win-win business with consumers.
品牌塑造的落后,在识别系统上的表达已经能清晰看出,每每看到惨不忍睹的品牌图标时,我们自然地感叹设计水平的落后、品牌理念的缺位,这不是一朝一夕能解决的。等到有一天,中华老字号在视觉传达上都开始向海尔,向国际强势品牌看齐时,世界百强品牌的排行榜上,可能已经有我们品牌的身影了。
The backwardness of the Chinese brand, the expression on the recognition system can clearly see that when we see the tragic brand icon, we naturally sigh that the design level of China is backward and the brand concept is out of place, which can not be solved overnight. When one day, the Chinese old words in the visual transmission began to Haier, to the strong international brand, the top 100 brands of the world list, may have our Chinese brand.
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