Study On Old Brand Vision Design Of Yi-yuan-qing

Ning-hua-fu "Yi-yuan-qing",the old-brand vinegar in Taiyuan, has going through difficulties during past 600 years; But it takes less possession of market under the background of new time. I investigated the market, visited Yi-yuan-qing and consulted plenty of books, in order to research the operation and corporate plan of Ning-hua-fu "Yi-yuan-qing" Vinegar Factory in Taiyuan. I found that there are these problems in this old brand: First, compared with other new brands, the identity character of "Yi-yuan-qing" is not evident. Second, the VI of package is messy and has too many sorts, which reduces the brand communication effects. Third, the shop appearance of "Yi-yuan-qing" can't adapt well to requirement of city glorification. Fourth, the mould of corporate appearance is short of traditional culture characteristic of old brand. The reason is that it lacks the application of VI vision design.Corporate identity(CI) contains Mind identity (MI),behavior identity(BI) and vision identity(VI). VI, belonging to visible part and static state pattern, converts operation mind to concrete and direct form by vision communication. Because vision is a main sort of receiving outside information, it's an efficient sort to found a brand by vision system design.Based on basic factors and applying factors of vision communication system ,this article makes suggestions on VI vision design for "Yi-yuan-qing":Brand, Corporate typical color, package, surroundings,and so on factors of vision design of Yi-yuan-qing should have Based on inheritance and development of traditional factors, reflect ethnic characters ,individual characteristic,and current characteristic,and emphasize brand culture building of Yi-yuan-qing and reflect the long history of vinegar brand and deep culture reality beneath the surface of "Yi-yuan-qing".This paper aims to study the old brands how to use VI design to reinforce the market competitiveness, create famous and prosperous brands .