摘 要：好利来是国内蛋糕业的知名企业，可是企业的不断壮大、发展，它的店面形象、logo等这一块却被他们长久地忽视下去，现在的市场竞争力很大，如果企业的品牌形象等不深入人心，那么他们在行业的竞争力度就会大打折扣。为了更好的加强好利来蛋糕店的传播和销售力度，我决心在它原有的基础上进行改进，创立出新的好利来识别系统（VIS）。我的设计会从根据好利来的企业文化、企业价值观等方面着手，在不破坏品牌核心灵魂的情况下，结合市场需求进行设计，力图更好地将好利来推介到每个消费者的面前。
关键词：品牌形象；竞争；企业文化；结合；市场需求
HolIland cake shops VIS Design
Abstract: Holiyland is the cake industry leading companies, but business has grown,
development, and it stores the image, logo, etc. This is a long neglected by their situation now and
the market competitiveness of large, if the company's standard real image is not accepted by the
people then the intensity of competition in the industry will be greatly reduced. In order to better
enhance the dissemination and marketing of holiland cake strength, I determined it to improve on
the original basis, the creation of a new holiland Identification System (VIS). I design according to
holiland from the corporate culture, corporate values and other aspects, the core of the soul
without destroying the case of the brand, combined with market demand, design, trying to better
holiland referral to each consumer before.
Key words: The brand image, Competition, Enterprise culture, Combined, The market demand
目 录 6200字
摘要…………………………………………………………………………………………1
关键词………………………………………………………………………………………1
一、VI设计的重要性 ……………………………………………………………………2
（一）什么是VI设计…………………………………………………………………2
（二）VI设计的迫切性…………………………………………………………………2
二、设计的基本思路………………………………………………………………………2
（一）企业文化理念…………………………………………………………………3
（二）选题研究意义…………………………………………………………………3
（三）市场现状………………………………………………………………………3
（四）构思……………………………………………………………………………4
1图形………………………………………………………………………………4
2广告词…………………………………………………………………………4
三、具体设计……………………………………………………………………………5
（一）基础设计系统………………………………………………………………5
1企业标志………………………………………………………………………5
2企业色彩…………………………………………………………………………6
3辅助图形…………………………………………………………………………6
4吉祥物…………………………………………………………………………7
（二）应用设计系统………………………………………………………………7
1办公事务类……………………………………………………………………8
2公关用品类 ……………………………………………………………………8
3交通运输类………………………………………………………………………9
4户外广告类 ……………………………………………………………………9
5店面形象………………………………………………………………………10
四、预期效果………………………………………………………………………………11
五、结束语…………………………………………………………………………………11
参考文献 …………………………………………………………………………………11
致谢…………………………………………………………………………………………12
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