VI设计毕业论文

学号08075120密级………..大学本科生毕业论文黑龙江省林海市威虎山食品有限公司VI开发设计院（系）名称：XX学院专业名称：工业设计（艺术类）学生姓名：XX指导教师：XXXX2012年6月黑龙江省威虎山食品有限公司VI设计陈美艳哈尔滨工程大学哈尔滨工程大学本科生毕业论文黑龙江省林海市威虎山食品有限公司VI开发设计院（系）：机电工程学院专业：工业设计（艺术类）学号：08075120学生姓名：XXX指导教师：XXXX2012年6月哈尔滨工程大学本科生毕业论文摘要本课题运用所学视觉识别的基础理论与方法，针对威虎山食品有限公司进行VI设计。通过设计将企业文化、理念以视觉传达的方式，更有效、更直接的传达给消费大众。通过对威虎山食品有限公司的设计调研分析，在企业的文化、经营理念的基础上，以企业的产品特性和地域特色为创意的切入点进行设计，以中国草书图形化的表现方式来表现威虎山地域特性的优点。对企业名称、标志、标准字、标准色、象征图形、吉祥物等视觉识别的基础要素进行设计,完成基本要素各部分的组合规范设计。然后，将基础要素的设计应用到办公文化用品、环境、车体、服装、包装等方面。通过这些媒介，有效的将企业文化、理念融入到产品信息里，展示企业形象，与公众进行视觉形象上的沟通，达到记忆的目的。从而让消费者了解企业、了解威虎山。将威虎山食品有限公司独特的企业文化、理念以一种完美、规范的、统一的识别表现形式表现在大众面前。进而达到企业形象宣传、品牌推广和产品销售的目的。关键词：VI设计；威虎山；企业形象哈尔滨工程大学本科生毕业论文ABSTRACTThispaperusesthebasictheoryandmethodstodesigntheVIoftheWeihushanfoodlimitedcompany.Thedesignusesthevisualcommunicationwaytoexpresstheenterpriseinformationtothepublicmoredirectlyandmoreeffectively.ThroughtheresearchandanalysisoftheWeihushanlimitedcompany,thepaperdesignthevisualidentityonthebaseofthecompany'sbusinessphilosophyandcultureaccordingtothetwocreativeentrypoint-productcharacteristicsandgeographicalcharacteristics.Ontheonehand,thedesignusetheChinesegraphicalcursivetoperformancetheadvantagesoftheWeihushangeographicalfeatures.Ontheotherhand,inordertofinishthespecificationdesignofeachbasicelements,thethesiscompletethedesignofthebasicelementsofvisualidentityforcompanynames,logos,standardword,standardcolor,symbolgraphics,mascots,etc.Then,thedesignofthesebasicelementscanbeappliedtoofficestationery,environment,body,clothing,packagingandotheraspects.Thesemediacantransfertheproductinformationeffectively,displaycorporateimage,communicationwiththepublic,achievingthepurposeofmemoryandcognition.SothatconsumerscanunderstandthecorporationofWeihushan.ThedesignexpressestheuniquecorporatecultureandphilosophyoftheWeihushanfoodcompanytothepublicinaunifiedidentificationmanifestationwhichisperfectandspecification.Finally,achievethepurposesofadvertisingthecorporateimage,promotingandmarketingtheproduct.Keywords:VIdesign;Weihushan;corporateimage哈尔滨工程大学本科生毕业论文目录第1章绪论············································································11.1VI设计的历史发展及趋势···················································11.2威虎山食品有限公司VI设计的背景和诉求·····························21.3威虎山食品有限公司产品概述··············································31.4威虎山食品有限公司VI设计的内容······································3第2章威虎山食品有限公司的市场调研··········错误!未定义书签。2.1现代白酒行业的市场分析····················································52.2威虎山酒业的内部调研·······················································52.2.1企业的发展概况及主要产品········································52.2.2企业的企业文化及经营理念········································62.3威虎山酒业的外部调研·······················································62.3.1与竞争企业相比较所存在的优势··································62.3.2与同行业相比较所存在的优势与不足··························72.4设计调研·········································································82.4.1其它酒业的VI设计················································82.5本章小结·········································································9第3章威虎山食品有限公司VI基础系统设计·······················103.1企业名称·······································································103.2威虎山酒业的标志设计······················································113.2.1标志图形的设计定位··············································123.2.2标志草图分析与推敲··············································123.2.3标志方案的深化和确立···········································153.3威虎山酒业的标准字设计··················································173.3.1企业简称中文标准字··············································173.3.2企业英文简称标准字··············································19哈尔滨工程大学本科生毕业论文3.4威虎山酒业的标准色设计··················································203.5威虎山酒业的辅助图形设计···············································213.5.1辅助图形的草图方案···············································223.5.2辅助图形的方案确立··············································233.6威虎山酒业的吉祥物设计····························································243.6.1吉祥物的设计思路·················································243.6.2吉祥物的方案分析·················································253.6.3吉祥物的方案确立、释义········································263.6.4吉祥物的动态延展·················································273.7本章小结·······································································28第4章威虎山食品有限公司VI应用系统设计·······················304.1威虎山酒业的办公系统设计···············································304.2威虎山酒业的环境系统设计···············································324.3威虎山酒业的制服系统设计···············································344.4威虎山酒业的交通系统设计···············································354.5威虎山酒业的包装系统设计···············································354.6本章小结·······································································36第5章威虎山食品有限公司VI手册设计······························375.1VI手册制作的注意事项····················································375.2VI手册的设计内容··························································375.3本章小结·······································································3