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VIdesignofunityandchangeZhouLingyun(ChangzhouInstituteofLightIndustryTechnology,JiangsuChangzhou213164)[Abstract]theVIdesignisavisualrepresentationoftheCIstrategy,andisspreadthroughouttheenterpriserecognitionandappealofthemostdetailedanddirectstaticidentification.UnityisaveryimportantconceptinthedevelopmentofCI,butVIdesignmustfollowtheprinciples.Boththebasicelementsandtheapplicationofelementsofthesystemmustbehighlyconsistentwiththedesignelementsanddesignstyle.Buttherearealsochangesinunityinordernotbetoorigidandthuslackofvitality.ThecoexistenceofunityandchangemakeupthewholeprocessofVIdesign.[Keywords]VIdesign;unity;change;dialecticalunity[classification][F270.7][Adocumentcode]articlenumber1008-1151(2008)04-0194-02CIistheabbreviationofCorporationIdentity.Itconsistsoftheconceptofidentification(MI),behavioridentity(BI)andvisualidentity(VI).ThedistinctivenessofCIratherthanBIandVIfrequencyhavestrongvisual.VIvisualeffectisthemaindecisivefactors.Inthedesignofspecificvisualsymbols,suchaslogo,color,nameofenterprise,whichitselfcontainsmeaningwithoutunderstandingtogodirectlytotheperson'sfeeling,willhaveastrongimpactonpeople'svisualform,visualimpression,thusachievethepurposeofidentification.UnityisaveryimportantconceptinthedevelopmentofCI,butVIdesignmustalsofollowtheprinciple.Theconsistencyofvisualrecognitioncanstrengthenthecommunicationfrequencyandintensityinformationwillhavedoubleeffectondiffusion.Designofunifiedformcanalsoreduceaproductioncost,convenientmanagement,andvisualidentificationsystem.Inordertoachievetheunity,inthedesignofthespecificoperation,somepeopleevenprepareasetofso-calledCItemplate,thesignofcondemnation,attachedtotheapplicationofoneoftheelements.Unityisachievedwithafixedsign,butapparentlylackofvividness.Sotheremustbechangesinunitysothatthedesigncannotbetoorigidthuslosevitality.(a)AboutVIVIisshortforVisualIdentity.CIisvisualrecognitionofvisualsymbolsintheformofavarietyofapplicationsandinthemostextensivelevelthemostdirectcommunication.ItisthemostappealinghasstrongspreadingpowerinCIsystem.Ofcourse,thevisualexpressionofVIisfromMIandBI.InthecompleteCIsystem,MIisthecoreaswellasthehighestdecision-makinglevel.Forthewholesystemitlaysthetheoreticalbasisandbehaviorcriterion.BIisadynamicformofactivity,includingtheemphasisonprocess.VIdesignwillbecarriedoutaroundMIandBI,toensuretheunitybetweenthethreesubsystems.Theenterpriseshouldestablishtheconceptofrecognitionsystemtoidentifythebasis.Inotherwords,thecontentofvisualrecognition,mustreflectthespiritofenterprise,operatingprinciples,valuesandculturalcharacteristics,andwidelyspreadintheunifiedbusinessactivitiesandsocialactivitiesintheenterprise,complementeachotherwiththebehaviorofenterprises.Inthisway,visualidentificationsystemofenterprisecanspreadoutthroughcorporatephilosophy,corporatevalues,throughthestatic,thevisualsystem,communication,organization,planningandcorrect,accurate,whichexistsinthebusinessactivitiesofenterprises,enterprisespirit,ideology,managementpolicyandbusinessstrategyofthemaincontent.Itenablesthepublictoeasilygraspenterpriseinformationandcreatesasenseofidentitysoastoachievethepurposeofidentificationofenterprises.VIvisualrecognitionsystemincludesthebasicelementsofenterprise(enterpriseororganizationname,logo,standardword,color,shape,graphicsandotherauxiliaryenterprises)andapplicationelements(products,officesupplies,clothing,signs,transportation,advertising,packaging,displayandexhibitionplanning,etc.)Asthebasicelementsofinformationthesource,theapplicationofelementsisthedisseminationofinformationmedia.Theinformationtomaintainaconsistentimageinthemediacanleaveadeepimpressioninthemindsofconsumers.ThedesignanddevelopmentofVIvisualrecognitionisaverydifficultprocess,aswellasacarefulstudyofenterprisespirit,businessphilosophy,managementpolicy,corporatemission,corporatephilosophy,corporateculture,operationmechanism,enterprisecharacteristics,futuredevelopmentdirection,andtheinterpretationofvisualsymbolsorsymbolsystem.Ontheotherhandithasabstractcharacteristicsofvisualsymbolsorsymbolsystem,designedinthebasicelementsofvisualcommunication,unifiedandcontrolledapplicationinallaspectsofthebehaviorofenterprises,andtoestablishacorporateimage.Itisnecessarytomaintainthespreadoftheunifiedcorporateimagesystematically,normatively,clearly,andeffectively.(b)TheunityandchangeinVIdesignAswehavealreadymentionedabove,theunificationmustfollowtheprinciplesinthedesignofVI.ItcanbesaidthattheunityisreflectedinallaspectsoftheVIsystem.Forexample,theuniqueuseofcolor(virginAirlinesstrictlycontroltheapplicationofredstandard,anddonotallowanylocalairporttochangetheredcomponent,evenaslightestchange);graphicsignsorauxiliarygraphicsexpandtheappliedelementsinshape;advertisingspace,packagelayout,Webpagelayoutetc.Theapplicationofunifiedarrangementstyleisaconcretemanifestationoftheunity.Withoutdoubtmanyareoftendesignedinordertopursueunity.Withoutchange,youcannotproduceeffectivestimulationtothepeople,therefore,peoplefeelboringandlackofinterestandvitality,likeapoolofstagnantwaterandlifeless.Whileexcessi