The visual recognition center of a corporate image is the logo, while the central element of a brand image's visual recognition system is the brand symbol. This is the difference in design expression between brand VI (Visual Identity) and corporate VI.
For those sensitive to the market, logos are often highly figurative and condensed, frequently combining multiple meanings that can be richly interpreted. Without an interpreter, they may seem abstruse and incomprehensible. This responsibility does not fall on the designer of the logo, as a logo is merely a point-like visual symbol inherently characterized by high condensation or high singularity.
Most human information is primarily input through vision, and "Let the visual speak!" is the shared effort of branding agencies and design companies globally. If the visual aspect of an advertisement does not express any essential information, the investment in the visual component is wasted without anyone noticing. In fact, for decades, visual marketing has been popular internationally, though some countries, some enterprises, and some industry professionals have yet to realize the role of visuals in brand marketing.
In addition to logos, brand promotion requires another symbol—one with clearer meaning and stronger individuality that can be interpreted without explanation (if ambiguous, it’s strategically so, aiming for distinct brand recall or powerful brand association).
The core issue in VI design is the establishment of "clue-based elements." The main clue in corporate VI is the corporate logo and supporting graphics, whereas the primary clue in brand VI is the aforementioned brand symbol. As for specific methods of expression, different industries and brands follow different paths.
Some brands use personalized symbols as clues, such as Haiwang Yindefi, which uses a blue arrow as its visual clue. Others use design style as a clue, like Jiuyue Forest, which employs a fan-shaped design style as its primary clue; some use color tones, such as Ke Cai, which operates its brand visually around a purple tone; others directly use the main picture as a clue, like Baisha, which uses flying hands as its clue.
Some brands unify all impressions around a concept, such as Yili's four circles—whether in packaging, video, print, or even the name, there’s always a hint of this circle concept, albeit expressed differently across media.
Actually, using the same concept and maintaining as consistent a symbol as possible throughout, while keeping the essence unchanged for five or ten years, is the way to cultivate a long-lasting brand. Of course, "product quality" and "management mechanisms" must not lag behind!
Regarding brand VI design, there are three important principles I recommend everyone adhere to during brand operations: 1. Systematic principle; 2. Standardization principle; 3. Stylistic principle.
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