英语VI设计之统一与变化英文翻译.docx

1、英语VI设计之统一与变化英文翻译VI design of unity and changeZhou Lingyun(Changzhou Institute of Light Industry Technology, Jiangsu Changzhou 213164) Abstract the VI design is a visual representation of the CI strategy, and is spread throughout the enterprise recognition and appeal of the most detailed and direct s

2、tatic identification. Unity is a very important concept in the development of CI, but VI design must follow the principles. Both the basic elements and the application of elements of the system must be highly consistent with the design elements and design style. But there are also changes in unity i

3、n order not be too rigid and thus lack of vitality. The coexistence of unity and change make up the whole process of VI design.Key words VI design; unity; change; dialectical unityclassification F270.7 A documentcode article number 1008-1151 (2008) 04-0194-02 CI is the abbreviation of Corporation Id

4、entity. It consists of the concept of identification (MI), behavior identity (BI) and visual identity (VI). The distinctiveness of CI rather than BI and VI frequency have strong visual. VI visual effect is the main decisive factors. In the design of specific visual symbols, such as logo, color, name

5、 of enterprise, which itself contains meaning without understanding to go directly to the persons feeling, will have a strong impact on peoples visual form, visual impression, thus achieve the purpose of identification.Unity is a very important concept in the development of CI, but VI design must al

6、so follow the principle. The consistency of visual recognition can strengthen the communication frequency and intensity information will have double effect on diffusion. Design of unified form can also reduce a production cost, convenient management, and visual identification system. In order to ach

7、ieve the unity, in the design of the specific operation, some people even prepare a set of so-called CI template, the sign of condemnation, attached to the application of one of the elements. Unity is achieved with a fixed sign, but apparently lack of vividness. So there must be changes in unity so

8、that the design can not be too rigid thus lose vitality. (a) About VIVI is short for Visual Identity. CI is visual recognition of visual symbols in the form of a variety of applications and in the most extensive level the most direct communication. It is the most appealing has strong spreading power

9、 in CI system. Of course, the visual expression of VI is from MI and BI. In the complete CI system, MI is the core as well as the highest decision-making level. For the whole system it lays the theoretical basis and behavior criterion. BI is a dynamic form of activity, including the emphasis on proc

10、ess. VI design will be carried out around MI and BI, to ensure the unity between the three subsystems. The enterprise should establish the concept of recognition system to identify the basis. In other words, the content of visual recognition, must reflect the spirit of enterprise, operating principl

11、es, values and cultural characteristics, and widely spread in the unified business activities and social activities in the enterprise, complement each other with the behavior of enterprises. In this way, visual identification system of enterprise can spread out through corporate philosophy, corporat

12、e values, through the static, the visual system, communication, organization, planning and correct, accurate, which exists in the business activities of enterprises, enterprise spirit, ideology, management policy and business strategy of the main content. It enables the public to easily grasp enterp

13、rise information and creates a sense of identity so as to achieve the purpose of identification of enterprises.VI visual recognition system includes the basic elements of enterprise (enterprise or organization name, logo, standard word, color, shape, graphics and other auxiliary enterprises) and app

14、lication elements (products, office supplies, clothing, signs, transportation, advertising, packaging, display and exhibition planning, etc.) As the basic elements of information the source, the application of elements is the dissemination of information media. The information to maintain a consiste

15、nt image in the media can leave a deep impression in the minds of consumers.The design and development of VI visual recognition is a very difficult process, as well as a careful study of enterprise spirit, business philosophy, management policy, corporate mission, corporate philosophy, corporate cul

16、ture, operation mechanism, enterprise characteristics, future development direction, and the interpretation of visual symbols or symbol system. On the other hand it has abstract characteristics of visual symbols or symbol system, designed in the basic elements of visual communication, unified and co

17、ntrolled application in all aspects of the behavior of enterprises, and to establish a corporate image. It is necessary to maintain the spread of the unified corporate image systematically, normatively, clearly, and effectively. (b) The unity and change in VI designAs we have already mentioned above

18、, the unification must follow the principles in the design of VI. It can be said that the unity is reflected in all aspects of the VI system. For example, the unique use of color (virgin Airlines strictly control the application of red standard, and do not allow any local airport to change the red c

19、omponent, even a slightest change); graphic signs or auxiliary graphics expand the applied elements in shape; advertising space, package layout, Webpage layout etc. The application of unified arrangement style is a concrete manifestation of the unity. Without doubt many are often designed in order t

20、o pursue unity. Without change, you cannot produce effective stimulation to the people, therefore, people feel boring and lack of interest and vitality, like a pool of stagnant water and lifeless. While excessive unity makes people feel rigid and monotonous, too much change will cause disorder, make

21、 people have a sense of confusion and distraction. That means to seek unity in change and to seek changes in unity. It is illustrated here from the basic elements of specific design application system design.1 Basic elements of the systemCorporate logo is a visual symbol through simple shape, the me

22、aning of a clear standard, the management philosophy, corporate culture, management content, enterprise scale, product characteristics and other factors. It passes to the public to identify and recognize the patterns and characters of enterprise. The corporate logo is comprehensive, concise the whol

23、e enterprise. The corporate logo is a visual image of the core, which constitutes the basic characteristics of corporate image, reflecting the inherent quality of the enterprise. Logo is not only the leading force to mobilize all the visual elements, but also integrate all the visual elements of the

24、 center, and is the public representative of corporate brand identity. Therefore, the corporate logo design in visual identity system of the whole design is of great significance.The traditional logo design is a fixed pattern, so as to form a unified visual image.The logo for 06 years Germany World

25、Cup by Professor Claus Hessel from the German Offenbach School of Design is very unique. His sign is not immutable and frozen, but a series, its image of unity in ink technique soccer graphics, and different actions are vivid, wonderful. Another example is Ruhr 2010 logo, nor with a clear mark as a

26、visual image of the core, but with a combination of principles to replace a single sign. In order to achieve a unified, each symbol of the citys appearance is close to the abstraction of the Ruhr region map shape, and follow the same combination principle (with the same color to a word, and letter c

27、ombinations is change), but in addition, different colors, combination of words different, they formed a kind of change), realizing variety and unity.In addition, the corporate logo design is a kind of visual art, while people accept the information conveyed by the graphics, the symbol of beauty has

28、 effect on the people, and arouse peoples aesthetic impulse, so, the corporate logo design, as a graphic design itself, should also follow the aesthetic principle of unification and change: the sign of unity the graphics more simple, more concise, more beautiful. There will be a carefree feeling tha

29、t people watch the same graphics, and unity is a symbol of the most fundamental aesthetic principles of graphic design. At the same time it also follows the unity in change, and seek changes in the uniform principle. Seeking the unity in change means mainly to play their consistency in the form of g

30、raphics beauty pattern point, line, surface, body, color, texture, volume, seek internal connection. In order to change and unity, is in contact with organic differences in aesthetic factors, caused by conflict and change.Standard color design and single color standards are more likely to form a uni

31、fied visual image, but sometimes it is too monotonous, as different colors can be a rich and changeable form.The design of the standard words should be unified with the change of different occasions, and choose different fonts, but the overall style should be consistent.The design specification main

32、ly refers to the combination of specified markings and other basic design elements, and the purpose is to make plan for future application of marks, scientific management to achieve the systematization and standardization. In order to improve the efficiency of design work, it is necessary to maintai

33、n a certain level of design. To achieve the dialectical unity of unity and change with strong indications to unify the business relationship between the different color, a symbol of unity, with the appearance of a different pattern or the same logo of different structure, to strengthen the system of spirit of enterprise.2 Ap