英语VI设计之统一与变化英文翻译.docx

英语VI设计之统一与变化英文翻译.docx

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英语VI设计之统一与变化英文翻译

VIdesignofunityandchange

ZhouLingyun

（ChangzhouInstituteofLightIndustryTechnology,JiangsuChangzhou213164）

[Abstract]theVIdesignisavisualrepresentationoftheCIstrategy,andisspreadthroughouttheenterpriserecognitionandappealofthemostdetailedanddirectstaticidentification."Unity"isaveryimportantconceptinthedevelopmentofCI,butVIdesignmustfollowtheprinciples.Boththebasicelementsandtheapplicationofelementsofthesystemmustbehighlyconsistentwiththedesignelementsanddesignstyle.Buttherearealsochangesinunityinordernotbetoorigidandthuslackofvitality.ThecoexistenceofunityandchangemakeupthewholeprocessofVIdesign.

[Keywords]VIdesign;unity;change;dialecticalunity

[classification][F270.7][Adocumentcode]articlenumber1008-1151（2008）04-0194-02

CIistheabbreviationofCorporationIdentity.Itconsistsoftheconceptofidentification（MI）,behavioridentity（BI）andvisualidentity（VI）.ThedistinctivenessofCIratherthanBIandVIfrequencyhavestrongvisual.VIvisualeffectisthemaindecisivefactors.Inthedesignofspecificvisualsymbols,suchaslogo,color,nameofenterprise,whichitselfcontainsmeaningwithoutunderstandingtogodirectlytotheperson'sfeeling,willhaveastrongimpactonpeople'svisualform,visualimpression,thusachievethepurposeofidentification.

"Unity"isaveryimportantconceptinthedevelopmentofCI,butVIdesignmustalsofollowtheprinciple.Theconsistencyofvisualrecognitioncanstrengthenthecommunicationfrequencyandintensityinformationwillhavedoubleeffectondiffusion.Designofunifiedformcanalsoreduceaproductioncost,convenientmanagement,andvisualidentificationsystem.Inordertoachievetheunity,inthedesignofthespecificoperation,somepeopleevenprepareasetofso-called"CI"template,thesignofcondemnation,attachedtotheapplicationofoneoftheelements.Unityisachievedwithafixedsign,butapparentlylackofvividness.Sotheremustbechangesinunitysothatthedesigncannotbetoorigidthuslosevitality.

（a）AboutVI

VIisshortforVisualIdentity.CIisvisualrecognitionofvisualsymbolsintheformofavarietyofapplicationsandinthemostextensivelevelthemostdirectcommunication.ItisthemostappealinghasstrongspreadingpowerinCIsystem.Ofcourse,thevisualexpressionofVIisfromMIandBI.InthecompleteCIsystem,MIisthecoreaswellasthehighestdecision-makinglevel.Forthewholesystemitlaysthetheoreticalbasisandbehaviorcriterion.BIisadynamicformofactivity,includingtheemphasisonprocess.VIdesignwillbecarriedoutaroundMIandBI,toensuretheunitybetweenthethreesubsystems.Theenterpriseshouldestablishtheconceptofrecognitionsystemtoidentifythebasis.Inotherwords,thecontentofvisualrecognition,mustreflectthespiritofenterprise,operatingprinciples,valuesandculturalcharacteristics,andwidelyspreadintheunifiedbusinessactivitiesandsocialactivitiesintheenterprise,complementeachotherwiththebehaviorofenterprises.Inthisway,visualidentificationsystemofenterprisecanspreadoutthroughcorporatephilosophy,corporatevalues,throughthestatic,thevisualsystem,communication,organization,planningandcorrect,accurate,whichexistsinthebusinessactivitiesofenterprises,enterprisespirit,ideology,managementpolicyandbusinessstrategyofthemaincontent.Itenablesthepublictoeasilygraspenterpriseinformationandcreatesasenseofidentitysoastoachievethepurposeofidentificationofenterprises.

VIvisualrecognitionsystemincludesthebasicelementsofenterprise（enterpriseororganizationname,logo,standardword,color,shape,graphicsandotherauxiliaryenterprises）andapplicationelements（products,officesupplies,clothing,signs,transportation,advertising,packaging,displayandexhibitionplanning,etc.）Asthebasicelementsofinformationthesource,theapplicationofelementsisthedisseminationofinformationmedia.Theinformationtomaintainaconsistentimageinthemediacanleaveadeepimpressioninthemindsofconsumers.

ThedesignanddevelopmentofVIvisualrecognitionisaverydifficultprocess,aswellasacarefulstudyofenterprisespirit,businessphilosophy,managementpolicy,corporatemission,corporatephilosophy,corporateculture,operationmechanism,enterprisecharacteristics,futuredevelopmentdirection,andtheinterpretationofvisualsymbolsorsymbolsystem.Ontheotherhandithasabstractcharacteristicsofvisualsymbolsorsymbolsystem,designedinthebasicelementsofvisualcommunication,unifiedandcontrolledapplicationinallaspectsofthebehaviorofenterprises,andtoestablishacorporateimage.Itisnecessarytomaintainthespreadoftheunifiedcorporateimagesystematically,normatively,clearly,andeffectively.

（b）TheunityandchangeinVIdesign

Aswehavealreadymentionedabove,theunificationmustfollowtheprinciplesinthedesignofVI.ItcanbesaidthattheunityisreflectedinallaspectsoftheVIsystem.Forexample,theuniqueuseofcolor（virginAirlinesstrictlycontroltheapplicationofredstandard,anddonotallowanylocalairporttochangetheredcomponent,evenaslightestchange）;graphicsignsorauxiliarygraphicsexpandtheappliedelementsinshape;advertisingspace,packagelayout,Webpagelayoutetc.Theapplicationofunifiedarrangementstyleisaconcretemanifestationoftheunity.Withoutdoubtmanyareoftendesignedinordertopursueunity.Withoutchange,youcannotproduceeffectivestimulationtothepeople,therefore,peoplefeelboringandlackofinterestandvitality,likeapoolofstagnantwaterandlifeless.Whileexcessiveunitymakespeoplefeelrigidandmonotonous,toomuchchangewillcausedisorder,makepeoplehaveasenseofconfusionanddistraction.Thatmeanstoseekunityinchangeandtoseekchangesinunity.Itisillustratedherefromthebasicelementsofspecificdesignapplicationsystemdesign.

1Basicelementsofthesystem

Corporatelogoisavisualsymbolthroughsimpleshape,themeaningofaclearstandard,themanagementphilosophy,corporateculture,managementcontent,enterprisescale,productcharacteristicsandotherfactors.Itpassestothepublictoidentifyandrecognizethepatternsandcharactersofenterprise.Thecorporatelogoiscomprehensive,concisethewholeenterprise.Thecorporatelogoisavisualimageofthecore,whichconstitutesthebasiccharacteristicsofcorporateimage,reflectingtheinherentqualityoftheenterprise.Logoisnotonlytheleadingforcetomobilizeallthevisualelements,butalsointegrateallthevisualelementsofthecenter,andisthepublicrepresentativeofcorporatebrandidentity.Therefore,thecorporatelogodesigninvisualidentitysystemofthewholedesignisofgreatsignificance.

Thetraditionallogodesignisafixedpattern,soastoformaunifiedvisualimage.

Thelogofor06yearsGermanyWorldCupbyProfessorClausHesselfromtheGermanOffenbachSchoolofDesignisveryunique.Hissignisnotimmutableandfrozen,butaseries,itsimageofunityininktechniquesoccergraphics,anddifferentactionsarevivid,wonderful.Anotherexampleis"Ruhr2010"logo,norwithaclearmarkasavisualimageofthecore,butwithacombinationofprinciplestoreplaceasinglesign.Inordertoachieveaunified,eachsymbolofthecity'sappearanceisclosetotheabstractionoftheRuhrregionmapshape,andfollowthesamecombinationprinciple（withthesamecolortoaword,andlettercombinationsischange）,butinaddition,differentcolors,combinationofwordsdifferent,theyformedakindofchange）,realizingvarietyandunity.

Inaddition,thecorporatelogodesignisakindofvisualart,whilepeopleaccepttheinformationconveyedbythegraphics,thesymbolofbeautyhaseffectonthepeople,andarousepeople'saestheticimpulse,so,thecorporatelogodesign,asagraphicdesignitself,shouldalsofollowtheaestheticprincipleofunificationandchange:

thesignofunitythegraphicsmoresimple,moreconcise,morebeautiful.Therewillbeacarefreefeelingthatpeoplewatchthesamegraphics,andunityisasymbolofthemostfundamentalaestheticprinciplesofgraphicdesign.Atthesametimeitalsofollowstheunityinchange,andseekchangesintheuniformprinciple.Seekingtheunityinchangemeansmainlytoplaytheirconsistencyintheformofgraphicsbeautypatternpoint,line,surface,body,color,texture,volume,seekinternalconnection.Inordertochangeandunity,isincontactwithorganicdifferencesinaestheticfactors,causedbyconflictandchange.

Standardcolordesignandsinglecolorstandardsaremorelikelytoformaunifiedvisualimage,butsometimesitistoomonotonous,asdifferentcolorscanbearichandchangeableform.

Thedesignofthestandardwordsshouldbeunifiedwiththechangeofdifferentoccasions,andchoosedifferentfonts,buttheoverallstyleshouldbeconsistent.

Thedesignspecificationmainlyreferstothecombinationofspecifiedmarkingsandotherbasicdesignelements,andthepurposeistomakeplanforfutureapplicationofmarks,scientificmanagementtoachievethesystematizationandstandardization.Inordertoimprovetheefficiencyofdesignwork,itisnecessarytomaintainacertainlevelofdesign.Toachievethedialecticalunityofunityandchangewithstrongindicationstounifythebusinessrelationshipbetweenthedifferentcolor,asymbolofunity,withtheappearanceofadifferentpatternorthesamelogoofdifferentstructure,tostrengthenthesystemofspiritofenterprise.

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