QIYEVISHEJIHEJINGQUVISHEJIDEYITONG

　　VI（SHIJUESHIBIEVisual Identity）SHIZHENGGESHIBIEXITONGZHONGZUIJUCHUANBOLIHEGANRANLIDECENGMIAN。SHIZHENGGECIZHONGXIANGMUZUIDUO、CENGMIANZUIGUANG、XIAOGUOZUIZHIJIEDEXIANGSHEHUICHUANDIXINXIDEBUFEN。QIYEDEVIYUJINGQUDEVIYOUZHEJIBENDEXIANGTONGDEGONGXING：

　　1、SHIBIEXING

　　SHIBIEXINGSHISUOYOUVIDEJIBENGONGNENG。JIEZHUDUJUGEXINGDEBIAOZHI，LAIQUBIEBENXINGXIANGJIQITAXINGXIANG。YINCITONGGUOZHENGTIGUIHUAHESHEJIDESHIJUEFUHAO，BIXUJUYOUDUTEDEGEXINGHEQIANGLIEDESHIJUECHONGJILI，ZAIVISHEJIZHONG，BIAOZHISHIZUIJUYOUQIYESHIJUERENZHI、SHIBIEHEXINXICHUANDAGONGNENGDESHEJIYAOSU。

　　2、ZAOXINGXING

　　VISHEJIBIAOXIANDETICAIHEXINGSHIFENGFUDUOCAI，YOUQIHEXINNEIRONGBIAOZHISHEJIDESHOUFA，RUZHONGWAIWENZITI、JUXIANGTUAN、CHOUXIANGFUHAO、JIHETUXINGDENG，YINCIBIAOZHIZAOXINGBIANHUAJIUXIANDEGEWAIHUOPOSHENGDONG。BIAOZHITUXINGDEYOULIE，BUJINJUEDINGLEVICHUANDAQINGKUANGDEXIAOLI，ERQIEHUIYINGXIANGDAOXIAOFEIZHEDUIPINPAIDEXINXINYUXINGXIANGDERENTONG。

　　3、YANZHANXING

　　VISHIYINGYONGZUIWEIGUANGFAN,NEIRONGZUIWEIFENGFUDESHIJUEXITONG,BIXUBAOHANGEZHONGCHUANBOMEITIDEYINGYONG。VITUXINGYAOZHENDUIYINSHUAFANGSHI，ZHIZUOGONGYIJISHU，CAILIAOZHIDIHEYINGYONGXIANGMUDEBUTONG，CAIYONGDUOZHONGDUIYINGXINGHEYANZHANXINGDOUYOUJUTIKEXINGDECAOZUOFANGFA，YICHANSHENGQIEHE、SHIYIDEXIAOGUOYUBIAOXIAN。

　　4、XITONGXING

　　VIJUYOUGAODUDEXITONGXING，QIZHONGHEXINDEBIAOZHIYIDANQUEDING，SUIZHIJIUYINGZHANKAIBIAOZHIDEJINGZHIHUAZUOYE，QIZHONGBAOKUOBIAOZHIYUQITAJIBENSHEJIYAOSUDEZUHEGUIDING。MUDESHIDUIWEILAIBIAOZHIDEYINGYONGJINXINGGUIHUA，DADAOXITONGHUA、GUIFANHUA、BIAOZHUNHUADEKEXUEGUANLI，CONGERTIGAOSHEJIZUOYEDEXIAOLV，BAOCHIYIDINGDESHEJISHUIPING。CIWAI，DANGSHIJUEJIEGOUZOUXIANGDUOYANGHUADESHIHOU，KEYIYONGQIANGYOULIDEBIAOZHILAITONGYIGEGUANXIDANWEI，CAIYONGTONGYIBIAOZHIBUTONGSECAI、TONGYIWAIXINGBUTONGTUANHUOTONGYIBIAOZHITUANBUTONGJIEGOUFANGSHI，LAIQIANGHUAGUANXIDANWEIDEXITONGHUAJINGSHEN。

　　5、SHIDAIXING

　　XIANDAIQIYEMIANDUIFAZHANXUNSUDESHEHUI，RIXINYUEYIDESHENGHUOHEYISHIXINGTAI,BUDUANBIANHUADESHICHANGJINGZHENGXINGSHI,QIVIBIXUJUYOUXIANMINGDESHIDAITEZHENG。TEBIESHIXUDUOLAOQIYE,YOUBIYAODUIXIANYOUBIAOZHIXINGXIANGJINXINGJIANTAOHEGAIJIN，ZAIBAOLIUJIUYOUXINGXIANGDEJICHUSHANG，CAIQUQINGXINJIANJIE,MINGXIYIJIDESHEJIXINGSHI，ZHEIYANGBUJINSHIQIYEDEBIAOZHI,JUYOUXIANMINGDESHIDAITEZHENG。TONGCHANG，VIDEGENGXINYUEYI10NIANWEI1QI。TADAIBIAOZHEQIYEQIUXINQIUBIAN、YONGYUCHUANGZAO、ZHUIQIUZHUOYUEDEJINGSHEN，BIMIANQIYEDERIYIJIANGHUA，CHENFUGUOSHIDEXINGXIANG。

　　ZAIQIANGHUAQIGONGXINGDEJICHUZHISHANG，ZHENDUIJINGQUVIHAIYOUQIYUQIYEVIBUYIYANGDETEXING。

　　1、WENMAIDECHUANCHENG

　　QIYEDESHIJUESHIBIEXITONGJIUSHIYAOJIANGQIYELINIAN、QIYEJIAZHIGUAN，TONGGUOJINGTAIDE、JUTIHUADE、SHIJUEHUADECHUANBOXITONG，YOUZUZHI、YOUJIHUAHEZHENGQUE、ZHUNQUE、KUAIJIEDICHUANDACHULAI，BINGGUANCHUANZAIQIYEDEJINGYINGXINGWEIZHIZHONG，YEJIUSHISHIQIYEDEJINGSHEN、SIXIANG、JINGYINGFANGZHEN、JINGYINGCELVEDENGZHUTIXINGNEIRONGTONGGUOSHIJUEBIAODADEFANGSHIDEDAOWAIXIANHUA。SHISHEHUIGONGZHONGNENGYIMULERANDIZHANGWOQIYEDEXINXI，CHANSHENGRENTONGGAN，JINERDADAOQIYESHIBIEDEMUDE。

　　景区视觉识别系统是景区文化、景区管理文化等综合表现的符号识别。很多景区是具有悠久的历史传统的，当地的民风民俗、宗教传统等都是构成景区文化的重要部分，在景区视觉识别的概念设计时该考虑的问题，一是要把这种本体的文化要融入进VI设计之中，这样才不会觉得突兀，就这点来讲景区的VI设计素材更为丰富，但要求也相对较高；另一点是景区的本体文化传承时间很长，同时又被社会广泛的认同，所以景区的VI，特别是有着悠久文化积淀的景区，新的规范的形象系统一定是附属于景区原来的文化的，是融合在原有景区所一直传承的文脉之中的，是和景区文化给人的感觉相协调一致的。景区视觉识别系统在兼顾了景区本体文脉的传承的同时，要继续考虑结合景区的管理文化的体现。一个不断向前发展的景区，在每个时代都会有新鲜的内容不断的补充融合，景区的管理文化同时相当程度的体现的一个系统的景区形象上。
　　 2、应用的侧重

　　ZAIQIYEDEVILI，GEYINGYONGXITONGZHIJIANSHIXIANGDUIPINGXINGDE，JIBENZHELIXIANGDUIPINGJUN。SUIRANGEQIYEKENENGGENJUZISHENDEZHUANGKUANGDUIZIJIDEYINGYONGXIANGMUHUIYOUHUODUOHUOSHAODEYAOQIU，DANJIBENGEXITONGZHIJIANCHUYUYIGEPINGHENGDEZHUANGTAI。

　　JINGQUDEVISHISHIZHONG，HUIYOUQIPIANZHONGYUDAOXIANGXITONGHEHUANJINGXITONG，DAOXIANGXITONGZUOWEICHENGZAIJINGQUYOULANDAOXIANGGONGNENG，ERXIANDEYOUQIZHONGYAO。ZAIZHENGGEJINGQUDEVISHEJIZHONG，ZHEIBUFENDENEIRONGDEBIZHONGSHIZUIDADE，YESHIXUYAOKAOLVZUIDUODEBUFEN。ERQIEDUIDAOXIANGXITONGDESHEJISIKAOZAIZHENGGEVISHEJIZHONGJUEBUJIANDANDESHIDUIHEXINBIAOZHIDEYINGYONG,TAXUYAOKAOLVDUOFANGMIANDEYINSU，CAIZHIDEXUANZE、QIHOUDEZHUANGKUANG、YOUDAODEZHUANGKUANG、YOUKEDEPOHUAILI、WENHUADERONGHE、JINGGUANDERONGHEDENGZHUDUOYINSUDOUSHIZAIJINXINGDAOXIANGXITONGSHEJISHIYINGGAIDULIKAOLVDE，ERBUJINJINSHIDUIBIAOZHIDEJIANDANYINGYONG。HUANJINGXITONGZUOWEIJINGQUNEIFUWUSHESHIDEYIGEBUCHONG，ZAIMANZUQIJIBENDESHIYONGGONGNENGZHIWAI，BIXUTONGYANGCHENGZAIZHEJINGGUANZUOYONG。

　　一套优秀的导向系统、环境系统应该能够在满足和整体形象系统协调一致的情况下，依然能和景区的自然风貌、文化特征相吻合，并能做到“显眼不碍眼，指景不抢景。

　　3、LITIDEJIEGOU

　　DABUFENDEQIYEVIYIZHIDOUZAIQIANGDIAOYIGEHEXINBIAOZHIDEWEIYIXING，BINGBUYIYULIDEXIANGWAIJIETUIGUANGZHEIYIGEHEXINBIAOZHI，QIMUDEZAIYUQIANGDIAOZHEIYIXINGXIANG，ZHEIYANGNENGGOUDACHENGYIGETONGYIDEDUIWAIKOUJING，XINGCHENGYIGEXIANMINGDEQIYEXINGXIANG。

　　JINGQUDEVI，YOUYUQIBENSHENTEDINGDEYUANYIN，SHOUXIANJINGQUDEMIANJIXIANGDUIJIAODA，BINGYOUDUOGEFENSANDEQUYUZUCHENG，ZHEIYANGZAIGUANCHUANYIGEHEXINBIAOZHIDETONGSHI，KENENGXUYAOERJIDEBIAOZHIZUOWEIHEXINBIAOZHIDEBUCHONG，LAIWANSHANZHEIGEXINGXIANGXITONG，ZHEIYANGZUOKEYIZAIYIGEZHENGTIXINGXIANGDEJICHUSHANG，TUCHUDANTIXIANGMUDETEXING，TONGSHIBUYINHEXINBIAOZHIDEXINGZHILAIYINGXIANGGEBIEJINGDIANDETEZHIXING。ZHEIYANGGOUCHENGYIGEHEXINBIAOZHIWEIZHONGDIAN，DUOGEDUOZHONGBIAOZHIWEIBUCHONGDELITIDEXINGXIANGJIEGOU，LAIHEZUOFENGFUZHENGGEJINGQUDEXINGXIANG。

　　DANGWOMENZHENZHENGZHUYIDAOJINGQUVIYUQIYEVIZHIJIANCUNZAIZHEGONGXINGDETONGSHIHAIYOUHENDUODEGEXINGDESHIHOU，WOMENCAINENGGENGHAODEQUSHEJIHEXUANZESHIHEZISHENJINGQUTESEDEXINGXIANGXITONG。YEZHIYOUDANGWOMENGENGJIAZHUZHONGJINGQUDEXINGXIANGSHEJIDEZHONGYAOXINGDESHIHOU，WOMENDUIJINGQUXINGXIANGDERENSHICAIHUIGENGSHENRUDEXIANGQIANFAZHAN。

 

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