The Visual Identity Design Of Commonweal Organizations

In recent years, Chinese commonweal organizations develop rapidly. However, there are many defects in brand construction. In today’s fiercely competitive brand, no visual identity for a modern commonweal organizations, like the soulless life. In order to realize stable development and help welfare organization to grow stronger and larger, the term of brand shall be introduced. The brand image can be established based on the brand development, while the most effective approach in establishing brand image is to employ VI design and to propagandize and promote the organization. Welfare organization is a one type of social organizations and it is organized and operated to promote social welfare and abide by principle of valuing social justice. Public welfare is essential attributes and inherent regularity of public welfares and it is the fundamental feature which differentiates welfare organization from other social organization. It runs through the entire process of activities of welfare organizations and determines basic features and developmental orientation of welfare organization. Creators are supposed to understand the brand concept of welfare organization and act up to certain designing principles and help welfare organization to establish a series of visually broadcasting elements like brand name, logo, badges and flags, website and printed materials and so on, which is the most effective and direct approaches in terms of brand development and brand communication. In this way, a good image of commonweal organization will be constructed to expand its popularity and influence, effectively expand the spirit and idea of commonweal organization, and fully express the role of brand in commonweal organization.The author focuses EXiDEA volunteers center’s visual identity design, to design a complete set of public organization’s visual identity design. According to charity organization’s name-"EXiDEA", combined with the characteristics of the organization, I designed a simple but full of meaning VI system, includes basic and applied two parts. My design is different from "VI belongs only to CI". My main research designed to shape public brand image as the leading VI design, including brand positioning, brand personality and establish VI recognition system. As a visual art with specific functions of communication, Visual Identity design, together with its broadcasting, is able to fortify internal cohesion of welfare organization, enhance their popularities in the society and attract more attention from the public on welfare organization, which further facilitate development of Chinese welfare establishments. For welfare organization visual Identity design have a positive reference.