The Research Of Evergrande City Plaza’s Visual Identify System

With the rapid development of social economy, the people’s standard of living has been significantly improved. Real estate industry has experienced from disorderly to orderly, not standardized development. As national macroeconomic regulation and control policies about real estate industry made in recent years, fast development stage of the real estate industry has past, the competition is escalating. When people face a lot of multifarious real estate information, the real estate enterprise’s brand image and identity recognition is particularly important in the fierce market competition. Some excellent real estate enterprises committed to establishing a complete, systematic and comprehensive, scientific, unified enterprise visual identification system(VI).Corporate visual identity design(VI) is an enterprise,in the information age, must choose the strategy content in the process of growth, development and expansion and so on each link. A successful visual identification system can form a strong visual impact, help to strengthen the memory, set up the unique enterprise image, cultivate customer loyalty outside, encourage morale and enhance the cohesive force internal.This paper is based on the Evergrande City plaza as the example. Firstly in the introduction part, based on the domestic real estate development background and significance of enterprise visual recognition system design(VI), explores the effect of the Evergrande City plaza VI to establish Evergrande brand image. The second part is through the analysis of some well-known real estate enterprise VI design at home and abroad and discussing some deficiencies in the current domestic real estate VI design. The third part expounds analysis of the Evergrande City plaza VI positioning. The fourth part introduces process of the VI design, import and application. Finally combining with the research and design of real estate enterprise image, emphasized the important role and significance of the VI design to real estate brand image.The aim of this article is based on the analysis of the process of the Evergrande City plaza VI design. Combining with market survey results, for the existence of the problems in building the brand image, proposes the solution and the design scheme. In order to makes the classic image of Evergrande real estate group and put into the market. The objective analyses the deficiencies about the current Evergrande real estate group on the visual identify system. Grasping the pulse of the Times and complying with the trend of the development of the real estate visual recognition system design, the Evergrande real estate group will get better and have a more long-term development.