这是一本系统性较强的VI设计教材，编写的过程，就如同实际设计一套VI系统，比较完整全面。综合多年教学经验和设计实务，作者认为VI即以标志、标准字、标准色为核心展开的完整的、系统的视觉表达体系。将企业理念、企业文化、服务内容、企业规范等抽象概念转换为具体的视觉语言和符号，塑造出独特的企业形象。VI设计在经济全球化的今天有着重要的意义，对内，企业可通过CI设计对其办公系统、管理系统以及营销、包装、广告等宣传形象形成规范设计和统一管理，由此调动企业每个职员的积极性和归属感、认同感，使各职能部门能各行其职、有效合作。对外，通过一体化的符号形式来形成企业的独特形象，便于公众辨别、认同企业形象，促进企业产品或服务的推广。通过上文我们可以知道VI在日新月异的市场经济中，起到越来越重要的作用，所以有必要出版这样一本教材，更加系统和规范地阐述VI的一些理论。作为本教材的作者，我无法力挽狂澜，在根本上改变传统，我只是寄希望于读者能借助本教材，在实践的基础上有一个独到的见解，对于今后的设计生涯有所帮助。本教材力求深入浅出地阐明VI系统的专业理论并结合实例分析，努力做到图文并茂，使文字和图片相互补充，互为映衬，便于读者研究和参考，但是，由于作者才力有限，加之成书仓促，书中难免会有不少疏漏和错误，也望同行和读者批评指正，作者将不胜感激。在编写过程中有幸得到中国轻工业出版社的大力支持，在此表示衷心的感谢。(It's a systematic textbook of VI design, whose compiling process is a very comprehensive one like the design of a real VI system.Based on years of teaching experience and practices in design, the author holds that VI is a complete, systematic system of visual expression with a focus on symbol, logotype and standard color.It transforms corporate philosophy, corporate culture, service contents and corporate norms, etc. into concrete visual language and symbols, shaping the unique image of an enterprise.VI design is of great importance in the economic globalization today. Internally an enterprise can realize standardization of design and unified management of publicity images like office system, management system and marketing, packaging and advertising, etc. through VI design, so as to inspire each employee's initiatives and the sense of belonging and identification, and make each department perform its own functions and collaborate effectively.Externally it's easy for the public to recognize and identify the enterprise image and is effective on promoting products and services of the enterprise through the unique enterprise image shaped through a series of symbols in same style.From the introduction above we can realize that VI plays an increasingly important role in a rapidly-changing market economy, so it's necessary to publish such a textbook to systematically and normatively explain some of VI theories.As the author, I can't turn the situation with my efforts, or, can't make a radical change in tradition. I just hope that it can help readers to develop a unique insight into VI design based on practices and help readers with their future VI career.It explains profound theories on VI system in simple language with analysis on real-life cases, trying to have both excellent pictures and accompanying essay that supplement and set off each other and to make it easy for readers to study and refer to. However, due to the limited knowledge of the author and a hasty schedule, some omissions and errors in the book are unavoidable. Thus all peers and readers are welcome to offer your kind criticism and corrections for which the author will be deeply grateful.In the compilation process, the author had the honor to receive strong support from China Light Industry Press and here he'd like to express his gratitude for it)