企业VI视觉设计--死水年华公司VI设计 毕业论文.doc

企业VI视觉设计 --死水年华公司VI设计 Enterprise VI Visual Design --Years of Stagnant Water Company VI Design 摘 要 每个企业VI设计都有着不同的内涵，发挥着不同的作用,但最终目标是一致的，即体现着企业的主体性和同一性。 使企业形象如同一个完整人。聪明头脑，漂亮的脸蛋，得体的穿着。 一个新成立的公司要开创一个新的品牌，或许品牌存在已久，看起来有些过时，无法跟上消费者瞬息万变的需求，一个老品牌受到了新品牌的冲击，或许不想割舍原有品牌已经占有的市场份额，但为了保持竞争优势必须为品牌注入新的活力并予以新的定位，这都是企业VI设计所能提供解决的，所以不难看出，企业VI设计的地位与作用。 VI设计在企业发展中的战略地位是不容忽视的。它绝非可有可无或仅是为企业涂脂抹粉、装点门面；企业VI意义在于将文本格式的企业理念，最准确有效的转化成易于被人们识别、记忆并接受的一种视觉符号系统；与文本格式的系统中存在有语法、修辞等规则一样，在视觉格式系统里也有着自己独立的法则和规范。 关键词：企业VI设计 完整 企业形象 地位与作用 Abstract Designed VI each enterprise has different connotations, play a different role, but the ultimate goal is the same, that is, embodies the main enterprise and identity. So that corporate image as a complete person. Smart-minded, beautiful face, dressed in a seemly fashion. A new company set up to create a new brand, the brand may have been in existence for a long time, seem somewhat dated, can not keep pace with the changing needs of consumers, an old brand has been the impact of the new brand, perhaps do not want to give up possession of the original brand has market share, but in order to maintain a competitive advantage need to inject new vitality into the brand and new positioning, which are enterprise VI design can provide solutions, and so is not difficult to see, enterprise VI design of the status and role. VI design in enterprise development in a strategic position can not be ignored. It is not optional or just a whitewash for the enterprise, cosmetic; enterprises VI text format is that the concept of the enterprise, the most accurate and effective people into easy identification, memory and receive a visual symbol system; and text format in the system there are grammar, rhetoric, such as rules, the format in the visual system also has its own rules and norms. Key words: Enterprise VI design Complet Corporate image Status and role of  目 录 摘要I Abstract…………………………………………………………………………………II 绪论1 1企业发展中VI设计的基本原则……………………………………………………3 1