品牌和标识无时不刻的出现在我们身边
Branding and identity are all
网站上、产品包装上
around us—on websites and product packaging… on different
或者不同类型的广告上 甚至是一些个人物品上 比如文件或者名片
types of advertising… even on personal items, like documents and business cards.
简而言之 品牌就是别人对于你、
Simply put, branding is what other people think—about you,
你的公司
your company, your product,
你的产品或者你所提供的服务的看法
or your service.
视觉识别就是对于品牌的展现
Visual identity is what that brand looks like,
从标识
from your logo to your color choices and so
到颜色选择等等 强烈的视觉效果
much more.
本身具有极强的说服力
Strong visuals can be very persuasive.
回想一下你作为消费者
Think of your own experiences as a consumer.
你是否曾单纯因被产品的外观吸引而选择了购买？
Have you ever chosen a product simply because you liked the way it looked?
了解视觉识别可以帮助您做出更加深思熟虑的设计决策
Understanding visual identity can help you make more thoughtful design decisions,
无论
regardless
你现在所处的位置如何 技能水平如何
of your role, medium, or skill level.
视觉识别就像是一个品牌的预览
Visual identity is kind of like a previewof your brand.
设计中的每一个部分都是一条线索
Each part of your design is a clue
呈现给观者他们所期待和需要的信息
that tells the viewer what they can expect.
你设计的风格可以是经典的、精炼的… 或者…稍微夸张一点
Your tone can be classic and refined… or a little more out there.
不管怎样 品牌识别系统
No matter what,
中的每一个元素 都在传达着你的品牌理念和信息当然
every element works together to show exactly what your brand is about.
不一定全是商业用途
Of course, it’s not all business.
你可以将标识的概念应用到几乎所有类型的项目中
You can apply the concept of identity to almost any type
或大或小
of project, big or small.
无论是你想要更新简历
Whether you’re updating your resume… or looking
还是想要提升网站体验
for ways to enhance your website…
保持一致的视觉风格都会带来很多好处
there are lots of benefits to having a consistentvisual style.
一些公司会使用实际的设计规范指南 来保持其品牌的一致性
Some companies use an actual style guide to keep their brand looking consistent.
如果你刚刚开始设计
If you’re just getting started with design,
随便些也没关系
it’s OK to take a more casual approach.
视觉识别的主要组成部分有：Logo 颜色
The main components of visual identity are: Logo,
字体排版和图片
color, typography, and images.
Logo就是用来识别你的品牌的 特定商标图案、
A logo is what identifies your brand using a particular mark,
及字体
type design, or both.
最有效的logo往往比较简单
The most effective logos tend to
让人更加容易认出并记住
be fairly simple—something viewers will recognize
商标
and remember.
的每一个元素都有助于提升你的品牌形象
Every element of your logo contributes to your brand identity,
包括你的字体选择
including your font choice, colors,
、颜色以及图形
and other imagery.
即使只改变其中的一个元素
Change even one of these elements… and it
都会对你的品牌感知
can have a big impact on the way your brand
产生很大的影响实际上
is perceived.
Logo无处不在
In practice, logos are everywhere.
从身边看 你可以从工作环境中找到
Look closely, and you’ll find them
又或是在他处
in corporate settings… as well as out and about, representing
Logo代表着小型企业 自由职业者或者其他企业家
small businesses, freelancers, and other entrepreneurs.
一个商标
A logo is a lot
就像一个文字品牌： 它使得人们可以认出你的
like a literal brand—it’s how people come to recognize you and identify
产品或服务
your product or service.
所以如何正确的使用它极其重要
That’s why it’s important to use it wisely.
一个模糊、
A logo that’s pixelated, distorted,
扭曲、或太小的Logo 都会给观者留下错误的印象
or too small to read could give viewers the wrong
所以
impression.
你需要一份 清晰、高质量并足够
Keep a master copy that’s sharp, high quality,
大的商标从而适用于任何场景
and big enough for any project.
这样你就足以应对任何可能需要用到它的情况
That way, you’re prepared for anything that might come along,
无论是简单的印刷
whether it’s a simple print
还是其他截然不同的情况
job… or something else entirely.
颜色能非常有力的帮你定义品牌
Color helps define your brand in a very powerfulway.
它不仅可以给观者留下深刻的印象
Not only does it make a strong impression on the viewer;
它还能让用户在使用多个
it also creates a sense of
平台和项目时 感到协调和统一
unity when used across multiple projects orplatforms.
大多数品牌会直接从公司的Logo中提取主色
Most brands derive their main colors directlyfrom the company logo.
更多的颜色可以帮助
Additional colors can help you expand
你扩展色盘 并进一步定义
the main palette and further define your brand’s
品牌的个性和风格
personality and style.
使用品牌颜色的方法有很多
There are lots of ways to use brand colors.
只是小心不要过分的在意或忽略基本的设计准则
Just be careful not to go overboard or ignore basic design standards.
避免常见的错误 如过于强烈的颜色 或者颜色过多喧宾夺主
Avoid common pitfalls like colors that vibrate… or threaten to overwhelm your design.
确保在你的色盘中融入一些中性色 比如黑色、灰色、
Make sure to include neutrals in your color palette,
白色或者米白色
like black, grey, white, or off-white.
文字的设计是视觉中相对简单的部分
Text is one of the simpler aspects of identity,
但它可以发挥出惊人的表现力
but it can be surprisingly expressive.
通过选择不同的字体 你可以巧妙地（或并不那么精妙地）改变整个
All it takes is a different font… and youcan subtly (or not so subtly) change the entire
品牌的视觉外观
look of your brand.
大多数品牌都会选择两到三种字体 通常从Logo中
Most brands choose 2 to 3 fonts—often inspired
获取灵感 来满足基本和日常的使用
by the logo—for basic, everyday use.
创意字体的使用也应小心的选择
Creative fonts should also be chosen
并应尽可能反映出品牌
with care and should be a reflection of your unique
独特的视觉形象
visual identity.
专业的设计人员
There are certain fonts
应当避免使用一些字体— 那些曾经流行
that professionals know to avoid—fonts that were once popular,
但是现在已过时或被过度使用的
but are now considered outdated and overused.
当你难以抉择时
When in doubt, a more timeless,
一套更经典保守的字体比较不容易让人分心
understated font is less likely detract from your message.
字体的选择应该服务于你的品牌 但同时也应当与时俱进和专业
Your font choice should complement your brand, but still be current and professional.
图像是构成品牌统一性的重要组成部分
Images are a huge part of building a uniqueidentity.
每张照片、
Every photo, graphic, icon,
图片、图标和按钮 都是一个展示品牌的机会
and button is a chance to showcase your brand and shape
并引导人们认知它
the way that it’s perceived.
在专业的情景中 图片通常是专门为品牌创建的
In professional settings, images are usually created specifically for the brand;
例如
for instance,
分类目录中的图片 或应用程序中的图形
pictures in a catalog… or graphics in anapp.
新手可以通过几个小技巧达到类似
Beginners can get similar results by choosing images
的效果
with a subtle through-line, like a
比如标志色、 共有的物件、 或者统一的绘画风格
signature color… a shared subject… ora consistent graphic style.
最重要的是 要避免一些太宽泛
Most importantly, avoid images that feel genericor obviously staged.
或明显摆拍的图片 如果你依赖于第三方图库 那么想要营造独特性
This is difficult if you’re relying on third party stock,
是比较困难的 但是有办法可以
but there are ways to set your
让你的品牌与众不同
brand apart.
避免那些突兀 或者其他品牌中频繁出现的图片
Avoid images that lack context or appear frequently in other brands’ designs. Instead,
相反 选择那些看起来真实 并有着真实的人物、地点和事物的图片
choose images that seem genuine and feature authentic people, places,
视觉识别
and things.
不仅仅是一种营销手段
Visual identity isn’t just a marketing tool.
还是一种看待
It’s a way
设计的方法 让人清楚地了解你的品牌
of looking at design that removes a lot of the guesswork.
消除猜疑对你的品牌有清晰的愿景
With a clear vision of your brand,
能让你能清楚地知道使用哪种色彩
you know exactly what colors, fonts, and images to
、
use.
字体和图片并创造出一致的视觉体验 让观者能够记住
You can create consistent works that viewerswill remember.
谢谢观看品牌设计与标识基础的课程
Thanks for joining us for the basics of brandingand identity.
请查看我们与设计相关的其他视频 色彩、
Check out the rest of our design topics,
文字版式及其他…
including color, typography, and more.