How to Grasp Aesthetic Elements in VI Design

In VI (Visual Identity) design, aesthetic elements play a crucial role. The core elements of a VI system include logos, standard typography, standard colors, symbolic patterns, and corporate shapes—visual symbols that collectively form a company’s direct visual representation. The fundamental goal of VI design is to express the company’s philosophy and internal characteristics through these visual elements, ensuring consistency across various applications and gaining public recognition.

For packaging brands, visual identity should continue across custom labels, cigar bands, wine labels, stickers, paper bags, tags and boxes. Consistent materials, colors, logo use and finishing choices make the brand easier to recognize in retail and online search results.

Visual identity is the most direct and tangible part of CI (Corporate Identity) design, closely tied to the general public, which gives it a broad impact. Based on the company’s business philosophy and strategic goals, visual identity design uses communication design methods to create a system of recognizable symbols that reflect the company’s personality and spirit, fostering a sense of shared values and recognition among both the public and employees.

Aesthetic Principles of Visual Identity Design

1. MI-Centered Principle The design elements in VI are different from regular trademarks because they serve as crucial carriers of the company’s philosophy and spirit. A symbol that does not convey these corporate values is merely a common trademark. Successful VI design always excels at expressing the company’s ideology. The key to logo design lies in creating a logo that effectively and directly communicates the company’s core values. For example, the logo of “Apollo” uses circular and triangular geometric shapes. The circle symbolizes the sun, representing light, warmth, vitality, and hope, aligning with the company’s mission. The upward-facing triangle suggests growth and human-centric values. The red, black, and white color scheme emphasizes the company’s forward-thinking and innovative spirit. The distinctive design of the Apollo logo combines traditional Chinese seal script with English, creating a unique fusion printed across packaging, posters, and advertisements, effectively communicating the company’s spirit and product attributes.
2. Cultural Localization Principle Given the differences in aesthetic perception, materials, and communication styles between different cultures, it’s important to incorporate local cultural elements into the design. Only when a design resonates with local consumers can it also win global recognition.
3. Human-Centered Design Principle Modern industrial design needs to be approachable and human-centric, creating designs that resonate with consumers and evoke feelings of care. For instance, Apple’s iconic logo features a gently colored apple with a bite taken out of it, symbolizing friendliness and accessibility with the slogan “You Can Own Your Computer.” This humanized design, combined with Apple’s user-friendly interface, exemplifies the successful integration of technology and emotional connection, contributing to Apple’s success.
4. Cultural Habit Principle Design should take into account the cultural habits that have shaped visual recognition over time. Different regions have different symbols and color taboos. Due to differences in social systems, cultures, religions, and traditions, every country has specific regulations on trademarks and logos. Designers must be cautious about these sensitivities. For example, pig imagery is not well-received in certain cultures, and some nations or ethnic groups may dislike panda imagery due to its resemblance to pigs.
5. Simplification and Abstraction Principle Modern design trends often favor simplification, abstraction, and dynamism. This involves transforming complex symbols into simpler forms, making abstract representations of ideas, and transitioning from static to dynamic visuals. These changes align with the evolving needs of communication design.
6. Legal Principle Since visual identity symbols are widely used in commercial activities, all designs must comply with relevant commercial laws, such as the Paris Convention for the Protection of Industrial Property and China’s Trademark Law.

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