VI is the most intuitive and external important part of CI design, which is equivalent to the "face" of the enterprise. VI system is divided into two parts: basic system and application system. The basic system is the core of VI recognition. The visual expression of the whole system is based on enterprise logo, standard word, standard color, symbolic figure and mascot. The system transforms abstract concepts such as enterprise concept, enterprise culture, service content and enterprise norms into concrete symbols to create a unique corporate image.

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　　VI design of Jinan hotel, VI design of Jinan catering, VI design of Jinan clothing, VI design of Jinan envelope, VI design of Jinan tea set, VI design of Jinan restaurant, VI design of Jinan decoration company, VI design of Jinan advertising company, VI design of Jinan clothing company

　　应用部分顾名思义，是基础系统的实际应用和延伸实施部分，也就是将基础系统应用在产品造型、企业环境、办公用品、包装系统、交通工具、公务礼品广告媒体、陈列展示、服装服饰、招牌以及印刷宣传册等上，形成企业统一的风格和形象，以便易于获得公众的识别和认可。

　　As the name implies, the application part is the practical application and extended implementation part of the basic system, that is, the application of the basic system in product modeling, enterprise environment, office supplies, packaging system, transportation, advertising media for official gifts, display, clothing, clothing, signboards and printed brochures, etc., to form enterprise system. One is the style and image so as to be easily recognized and recognized by the public.

　　VI设计的本质是视觉形式的创造，也就是合理的运用视觉因素来达到沟通、说服的目的。视觉的因素包括点、线、面、体以及明度、色相、彩度组合和研究，另外还应具备心理层面与文化知识层面的探讨。视觉艺术的空间结构关系和组织方式构成了视觉形式的两个方面，此外还要考虑空间结构的层面，可以归纳为和谐、均衡、对比、节奏、对称等组成方式，这两者凭借一定的空间、距离、机构、方向等要素形成“有意味的形式”。

　　The essence of VI design is the creation of visual form, that is, the rational use of visual factors to achieve the purpose of communication and persuasion. Visual factors include point, line, surface, body, brightness, hue, color combination and research, in addition to psychological level and cultural knowledge level. The spatial structure and organization of visual art constitute two aspects of visual form. In addition, the level of spatial structure should be considered, which can be summarized as harmony, balance, contrast, rhythm and symmetry. These two forms "meaningful form" by means of certain elements such as space, distance, organization and direction. "

　　视觉形式是视觉艺术的存在方式和生动的外在表现。小设计里含有大艺术，设计师终要用一个造型简洁、意义却鲜明的符号，直观、生动形象的艺术语言，给受众带来视觉的冲击和造成深刻的视觉印象。

　　Visual form is the way of existence and vivid external expression of visual art. Small design contains big art. Designers should ultimately use a concise, meaningful symbol, intuitive and vivid artistic language to bring visual impact and deep visual impression to the audience.

　　VI设计一定是在坚持客观事实的基础上，对企业“真实”的经营理念和宗旨，恰如其分的传达给受众，也就是说，漂亮的设计不一定是好的设计，好的设计是那些适合企业、适合产品的设计。

　　VI design must adhere to the objective facts, on the basis of the enterprise "real" business philosophy and purpose, properly convey to the audience, that is to say, beautiful design is not necessarily the best design, the best design is those suitable for enterprises, products.

　　艺术作品追求的是重现美感经验的过程，而设计除了捕捉美感，更注重实际的应用功能，所以VI设计与艺术作品一样，在实现美感体验的过程中，通常比起艺术品更加与生活密切结合，这也是VI设计中的“美学”越来越重要的原因。

　　Art works pursue the process of reproducing aesthetic experience, and design pays more attention to practical application function besides capturing aesthetic feeling. So VI design, like art works, usually combines with life more closely than art works in the process of realizing aesthetic experience, which is also the more and more important origin of "aesthetics" in VI design. Because.

　　人性化的设计也是依照客观规律而进行的审美设计，VI设计的审美内涵表现在严格的科学美和规范美。一套完整成熟的VI设计，是设计师本着严谨的科学态度构思的结晶。VI设计的本质应该是真与美的有机结合，任何一方面的忽视都会造成设计价值的打折。

　　Humanized design is also an aesthetic design based on objective laws. The aesthetic connotation of VI design is embodied in strict scientific beauty and normative beauty. A complete and mature VI design is the crystallization of the designer's rigorous scientific attitude. The essence of VI design should be the organic combination of truth and beauty. Any neglect of it will result in the discount of design value.