，济南vi设计是塑造品牌的手段，这就决定了VI设计的视觉表现必须有品牌内涵的强大支持。很多人往往都只看到了VI设计的表象，因此得出VI设计就是形象工程，面子工程，没有任何实质性作用。其实这完全没有理解VI设计的真正意义，VI设计是品牌内涵的形象外显，每一个设计的细节都是为品牌量身定做的，就像麦当劳的视觉系统，全球统一，任何一家店视觉形象都传达一个相同的品牌内涵：快乐，年轻，活力。

　　First, VI design is the way to mold the brand. This determines that the visual performance of VI design must have strong support from brand connotation. Many people often see the appearance of VI design. Therefore, it is concluded that VI design is image engineering, face engineering, and has no substantive effect. In fact, it does not understand the real meaning of VI design, VI design is the image of brand connotation, every design details are tailored for the brand, like the McDonald's visual system, global unification, any store visual image conveys the same brand connotation: happiness, youth, vitality.

　　第二，每一套VI设计都是独一无二的，远不是一个LOGO，一套模版可以解决的。VI设计中文为视觉形象识别系统，核心的作用就是识别功能，不能表现行业属性品牌特征的VI设计没有任何意义。每一个品牌都有自己个性，每一家企业都自己特色，因此在标志和VI设计项目上都有完全不同的表现，比方说一家服务性企业予一家实业公司，两者的VI设计就完全是两个不同的概念，如果照着模版生搬硬套的话，此VI设计必死无疑。

　　Second, each set of VI design is unique, far from being a LOGO, a template can be solved. VI design Chinese is a visual image recognition system, the most important role is to identify the function, and the VI design that can not show the brand characteristics of the industry has no meaning. Each brand has its own personality, each enterprise has its own characteristics, so there are completely different manifestations on the logo and the VI design project. For example, a service enterprise gives an industrial company, and the VI design of the two is completely two different concepts. If the template is inflexible, the VI design will die. No doubt.

　　第三，我们用济南操作VI设计的方式，切身体会一下真正的VI设计应该怎样做。

　　Third, we use the way of Ji'nan operation VI design to understand how the real VI design should be done.

　　我们接到VI设计项目时，时间不是创作，而是安排专人整理相关资料，与客户作深层次的沟通，大部分时候都需要到客户公司进行一个包含公司领导层，部门代表的座谈会，从他们口中掌握企业和品牌的手资料。

　　When we receive the VI design project, the first time is not the creation, but the arrangement of the person to organize the relevant information and communicate with the customers deeply. Most of the time, we need to go to the customer company to carry out a forum containing the leadership of the company, the representative of the Department, and master the first hand information of the enterprise and the brand from their mouth.

　　资料收集回来后，项目小组成员和市场、设计、策略三部门总监召开创意会，分析品牌的调性和核心卖点，确定VI设计的整体风格，然后才进入创作阶段。创作标志的时候，我们坚持双重内审的核定模式，设计总监审定和总监委员会双重把关，我们必须保证每个客户看的都是精品，后才进行具体应用的设计程序。

　　After the data collection, the project team members and the marketing, design and strategy three department director convened the creative meeting to analyze the brand's tonal and core selling points, determine the overall style of VI design, and then enter the creative stage. When we create the logo, we insist on the verification model of the dual internal audit, the design of the design director and the Committee of the director. We must ensure that each customer looks at the best quality, and the design procedure of the concrete application will be carried out at the end.

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