Research On Visual Identification System (VI) Design Of Chongqing Zongheng Engineering Design Co.,LTD

Chongqing Zongheng Engineering Design Co.,Ltd.,mainly takes urban roads,highways,bridges,water supply and drainage,construction,overline bridge and tunnel,engineering survey,etc.as the business direction.Most of the company’s design projects are civic design of urban fundamental infrastructures.Since the end of 2011,Chongqing Zongheng has completed hundreds of design projects nationwide with professionalism.However,the logo of Chongqing Zongheng was found to be similar with other companies recently.The logo becomes valueless,and it causes public misunderstanding at the same time.The reputation of the company may even be influenced by casting doubt on plagiarism.For fear of serious damage to the company’s image,the logo must be changed immediately.To this end,the leaders of Chongqing Zongheng entrusted the author of this article with a new visual identification system(VI)design.Firstly,the author of this article analyzed the case of logo design both at home and abroad.At the same time,through the analysis of VI design cases,summed up the relevant rules.Meanwhile,combining the evolutionary history of several famous brand,the author came up with the present megatrends of flat and simplified logo design.Then the author did research into 9 domestic peer companies,from logo to VI design in application,including the image,logotype,color and applied part,etc.Hence,the author came up with the general trends of logo design in engineering design industry,and some misunderstanding about "creation" namely "design","VI application" namely "a large number of image processing","unified regulations of VI application part" namely "cookie-cutter jumpers",etc.The result of research guided the author’s research topic,relating to the "specificity" and the "innovation" of VI design application part.It’s worth for the author to think more deeply about that.The author did research and analyzed Chongqing Zongheng Engineering Design Co.,Ltd.in depth.Meanwhile,doing comparative analysis in leading brand of peer industry and the company’s competitors in Chongqing.To find out the unique market positioning of Chongqing Zongheng with a new perspective.Finally,the author put forward the core concept of "leading all alliances,providing full service".Also,the author put forward the new thought relative to the style of logo design,based on the popular style of logo design.Focusing on thefour hitting-point of "Zongheng","all alliances","service" and "whole process" to think about the logo design,the author came up with 14 groups of rough draft which contains two design style of flat and 2.5D.Taking "the expression of core concepts" and "the performance of characteristics" as the principle of screening,a set of logo with 2.5D style was finally selected.The 2.5D logo not only highlights the core characteristics of Chongqing Zongheng,but also to be clearly different from peer companies.After the author communicated with the leaders of Chongqing Zongheng,taking actual demand as the starting point to design systematic VI.The author designed “semi-intelligent” spatial route guiding mode in application environment,expect the common projects in VI application part.It’s an initial attempt for the effectiveness of the company’s visual identification system in environment recognition.The result of design in this article will be adopted into practical application and the innovation of logo.Meanwhile,becoming highly recognizable due to the integration of industrial attributes and company characteristics.The completed visual identification(VI)system echoes the feature of the company’s logo.It not only standardizes the uniformity of Chongqing Zongheng visually,but also raising the staffs’ identification of the company philosophy and core cohesion.Moreover,the professionalism of the company’s function,accompanying with the active and dedicated spirit of service are highlighted.Because there are still some companies do not pay enough attention to VI design in engineering design industry,the promotion of the overall image in Chongqing Zongheng is greatly beneficial to the company’s publicity.