摘 要
VI是从广告学里延伸出来的概念，VI全称visual Identity.即视觉形象识别，是企业形象系统的重要组成部分。它由两大部分组成一个是基本设计系统，另一个是应用设计系统。基本设计是VI设计的基本元素，应用设计则是整个企业形象的传播媒体。本文阐述了VI设计的基本要素，并对VI设计中的变化与统一性进行了研究，最后对如何做VI设计做出了总结。提出了在做VI设计是整个CI战略中的视觉表现形式，是整个企业识别中传播力和感染力最具体，最直接的静态识别符号的观点。“统一性”是CI开发中非常重要的概念，也是VI设计中必须遵循的原则，其基本要素系统和应用要素系统在设计元素和设计风格上都必须保持高度一致。但统一中也要做到变化，才能不至于太死板，失去生动性，统一与变化相互依存，辩证统一于VI设计的全过程。
关键词：VI设计；咖啡馆；标识系统；识别性
ABSTRACT
VI is the concept of extending out from the advertising, and VI of the full name of the Identity Visual visual image recognition is an important part of the corporate image system. It consists of two parts, one is the basic design of the system, and the other is the application of design systems. The basic design of the basic elements of the VI design, application design is the whole corporate image media. This paper describes the basic elements of the VI design, change and unity, and VI design study, and finally made a summary on how to do the VI design. Do VI design is the visual manifestation of the CI strategy, the entire enterprise to identify the spread of power and appeal of the most specific, the most direct view of the static identifier. “Unity” is a very important concept in the development of CI, VI design must follow the principle of the basic elements of system and application elements of system design elements and design style have to be highly consistent. Unity must do the changes can not be too rigid, loss of vitality, unity and change in the interdependence of the dialectical unity of the whole process of the VI design.
Key words：VI design; cafe; identification system; identifiable
目 录
第一章 绪论………………………………………………………………1
1.1 课题背景……………………………………………………………………1
1.2 研究意义…………………………………………………………………1
第二章 VI变化与统一性………………………………………………………………2
2.1 基础要素系统……………………………………………………………………2
2.2 应用要素系统……………………………………………………………………2
第三章 咖啡馆VI设计综合概述……………………………………………………………3
3.1 VI的定义……………………………………………………………………3
3.2 标志设计………………………………………………………………………3
3.3 标准色设计……………………………………………………………………4
3.4 标准字设计……………………………………………………………………4
3.5 办公事务用品设计……………………………………………………………………5
3.6 导示系统用品设计……………………………………………………………………5
第四章如何做好咖啡馆VI设计分析………………………………………………………6
致谢………………………………………………………………7
参考文献……………………………………………………8
附录………………………………………………………………9
