论图形设计在企业形象塑造中的运用

On the Application of Graphic Design in CI Design

企业形象设计系统并非是一种简单的视觉表现手段,它是将企业的信息进行概括、提炼、抽象并顺利转换成企业的视觉符号的过程。良好企业形象的塑造必须准确的运用图形视觉设计。图形设计主要具有三个方面的特征,即图形设计的信息特征、商业特征和艺术特征。图形设计是在特定思想意识支配下的对某一个或多个元素组合的一种蓄意的刻画。它具有强烈识别功能,是企业理念传播、企业形象塑造的主要表现形式。设计师应用图形设计来塑造有独特个性的企业形象应遵守以下原则:单纯明确,主题突出;创意独特,形象生动;情理交融,真实可信和追求情趣,手法多样。

The CI design system is not just a simple visual expressing measure, but a process of generalizing, abstracting and visualizing the corporate information into visual codes as well. So, a good corporate design must be based on accurate visual graphic design. Graphic design has three features: information feature, commercial feature and artistic feature. It is an intentional description of one element or the combination of several elements directed by a given notion. It has a strong recognition function, and is the main expression of corporate ideal and image. To create the unique corporate image by means of graphic design, the designer should follow the following four principles: brief and articulate; unique with a striking theme; vivid, credible, with emotion combined with taste; various in means.