3 The Characters of Design Semantics of CI
3.1 Cognition of VIS of CI
Each enterprise all has itsdifferent characteristic,in the enterprise vision recognition system the unique mark-modelling, the color semantics can display the enterprise own enterprise culture,the management strategy,lets the consumer and the enterprise staff cognition and has the sympathetic chord,achieves the photographic memory the goal. The cognition strong and the weak is decided by to the symbolic language understanding accuracy. If cannot understand thoroughly the enterprise the objective and the product contain the cultural connotation, its visual recognition design cannot the manner cognition,let the human be unintelligible,that design on has lost the significance completely.
3.2 The self -identity of VIS of CI
The enterprise image design is in the populace the widespread dissemination. The design symbolic language only then has the universality,the approval, can accept for the populace. The designer only then discovers lets the design language which oneself,the enterprise, the consumers all can understand, can complete the design task well. The mark universality, approval this characteristic, manifest especially inmany enterprise image design fully. If food enterprise selects the color by the bright warm color series primarily , this color semantics has conforms to the people psychology b sensation universality,the approval.
3.3 The ininutable of VIS of CI
The mark emphasized generally " asks with" ,like this only then is easy to understand. But, "strives for differently" in the design is frequently the key. Because of the comparison form and the content,the former is absolutely is worth going into seriously. Similar ly aims at a subject,we must discover with it correlation as far as possible many manifestation,can create the out of the ordinary work. Discovered the enterprisethe characteristic, the enterprise has put on the personalized coat , can Zhang Xianqi the unique enterprise culture , be helpful in establishes own to have the competitive power brand image.
4 Exertion of Design Semantics in CI
Visual shapes and so on modelling meaning,color connotation and so on enterprise status, meaning are cc scale, idea external concentrated expressions, is the visual image designs in ( VI ) the core, constituted enterprise's first characteristic and the basic makings, simultaneously also is the widespread dissemination, obtains symbol standardization which the populace approve.
4.1 The figure meaning
The figure meaning is the figure mark which the figure sign,is combines ingeniously several elements, then its simplification,obtains the similar mark graph.Forms in the graph meaning in the unique visual language and the enterprise idea seeks them to suit the spot,is helpful in the performance bright profession characteristic and the unique enterprise culture. The different graph meaning transmits behind the graph symbolic significance is different. Kangting Si Ji said that,The isolation line and the isolation surface is containing the special vitality similarly,although they also are in one kind of latent condition. The different shape graph is containing the different emotion content, they can affect Yu Ren the vision, makes one have the different psychological effect. If the symmetrical right angle geometry shape demonstrated structure rigorous, is advantageous dignified in building, tranquil,elegant,the sprightly atmosphere; The rigorous lively circular demonstration and,Datong,the coritaining concept,is advantageous perfectly to building, the atmospheric atmosphere;The curve can create the dynamic modelling, causes the human easily to feel the life the strength,is advantageous warmly in building, free, the kind atmosphere. The free curve close natural form,has the life breath,is advantageous sim ply in building, the nature, the environmental protection atmosphere. The smooth curve had puts has receives,a relax moderately, the supple belt just, suitsthythm and brief effect which pursued in the modemdesign;A kind of asymmetrical shape belongs to incomplete America in addition,can produce the mysterious results, for human by enormous visual impulse and prior art feeling , Using the variation, asymmetrical and so on the modelling methods may build the cutting edge,vanguard's atmosphere.ln the visual recognition system symbol design,to the symbol graph is semantic and enterprise's management idea, the cultural characteristic, the value orientation which transmits whether tallies symbolizes the design key. For example: The German Daimler - coursing car company after the CIS design, the huge achievement which brings to the enterprise. Its visual recognition: system symbol already sink deep into the hearts of the people. Looked from the graph meaning recognition angle that,the coursing symbol design is extremely complete,a ring,three forks the star,symbolized the constitution is extremely succinct powerfully,has filled the thythm feeling. As a result of is simple and is unique,therefore has the recognition very much,is disseminated extremely easily. The circular is the inbom beautiful form,it causes the people to be glad accepts on own initiative;The triangle is the best stable form, it security stable feeling which brings to the people,is other graphs is unable the when. Therefore said, the succinct sprightly coursing symbolized, has the extremely rich cultural connotation actually. The ring, transmitted the enterprise to the people forever to pursue the complete cultural attribute;Three forks the star also to tell the people,the product security,the quality stability, can cause each riding coursing automobile the human comfortable, felt relieved. Simultaneously very will be also easy to cause the people to have theassociation-coursing in any space, the pursue is complete,also will be able to cause to expend it each person,will obtain most satisfied enjoyment in the omni - directional space. This is one kind of deep level culture connotation manifesting,but actually in a small symbol design, obtained extremely to making widely known. The Mercedes - Benz Company the coursing symbol graph meaning explanation for - the triangle diamond is one kind of great ambition,is one kind of determination,is symbolized:The land route (automobile), the waterway ( steamboat), airborne ( airplane) all is the coursing success,all has the coursing masterpiece. 设计语义学英文文献和中文翻译(2):http://www.751com.cn/fanyi/lunwen_54656.html