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 ) 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 static 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 in 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 Identity. 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 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 also 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 achieve 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 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 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 process. 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 principles, 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, corporate 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 enterprise 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 application 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 consistent 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 culture, 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 controlled 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, 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 component, 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 to 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 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 meaning 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 whole 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 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 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 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 combinations 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 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 that 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 graphics 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 unified 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 mainly 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 maintain 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 Application systemVI in the design of the basic elements of the system and the application elements of the system must be closely integrated, complement each other. In the design and application of the elements of the system also requires both change and unity. In a good logo design, logo, affixed to one application elements even if done, should also take into account the specific environment, and can be unified under the principle of change, for example, the logo graphic combination or deformation in the same principle, apply to the application of elements in a system without distortion, not only achieve the unity of purpose, but also get change. For example, Leipzigs bid for the 2012 Olympic Games in the VI system, the symbol consists of five concentric rings from the color of the Olympic rings, from inside to outside, from shallow to deep. The corporate logo based extension into pattern recognition, different objects in different. The five ring logo unified each ring as a color, namely: red yellow blue green black five colors of the rings logo, then the ring marks the five different colors of the slightly different degree of dislocation, dislocation, effect, the formation of dislocation patterns or local application, so as to achieve the purpose of unity for change.In addition to a variety of information transmission media the application of the design have on the enterprise, such as office supplies, signs, flags, clothing, transport and other enterprises and for the promotion of goods and advertising media, such as product design and packaging design, exhibition design, promotional items, advertising design, design application outside, also it may use the media to respond to future expected