Jing Wei

Abstract：My major is art and design，and I have learned a lot of theoretical knowledge during school，but I have fewer opportunities for professional and practical learning. I am glad to have an internship at Shandong Century Kaiyuan Electronic Commerce Co.，Ltd. After a lot of knowledge that I could not learn in school，I was exposed to the practical topic Yingxike brand VI design. In a few weeks，I have greatly improved my professional and interpersonal communication.

Keywords：brand design;practical learning;abstract

1.Practice content

After learning about the various departments of Century Kaiyuan Electronic Commerce Co.，Ltd.，I chose the business design department. During the internship，we learned that the company's business orders come from online，and fewer orders are received offline. Through the designated official website and e-commerce The platform acquires，after receiving the order，it is distributed to the company's designers through the company's developed ERP management system，and the designer then makes the production. The company's salary is comprehensively settled according to the number and type of completed drawings，so that it can be mobilized The enthusiasm of the designer can complete the corresponding design with quality and quantity. During the internship，the company assigned us a social practice topic-the design of the Yingxike brand VI. First of all，it gave it a certain brand positioning. It mainly sells tableware. It also faces the customer as well as the catering industry. The catering industry focuses on health. Green. Therefore，in the process of making a corporate logo，the color is biased towards green. Combining green and natural positioning，it has designed some elements of nature in line with the corporate brand concept. In the process of this practice，I got a lot of Improve，truly contact customers，and get the guidance of teachers and colleagues，so that their professionalism has also taken it to the next level.

2.Project completion

When designing，the first is positioning the Yingxiike brand. From the scope of the company's business services and the ideas that customers want to embody，it is mainly environmental protection，nature and health. Therefore，it was conceived around this theme. Middle school teachers teach them to have an accurate positioning when making a brand. The concept of the brand is very important. After the positioning is completed，the logo is conceived. The concept is conceived on the manuscript paper，and several hand-drawn solutions are drawn. Under the guidance of the teacher，a manuscript map was determined，and then in-depth drawing and coloring.

The Yingxiike brand name literally means Xiaoyingying welcomes customers. This brand name is full of joy and fully reflects the purpose of the service industry brand. Since the Yingxiike brand is mainly engaged in tableware，it is important to emphasize health，Environmental protection and nature.

When designing the Yingxiike logo，the color tone is green，giving people a feeling close to nature，making customers feel that the company operates healthy and green products. Because the literal meaning of the logo name gives people a festive feeling，therefore The overall shape is selected from the Chinese knot. The form has a strong aesthetic sense，mainly highlighting the concepts of environmental protection，health，and nature. The middle graphic is a combination of a spoon and a plate. The inverse part of the mark forms the "H" letter，which is exactly Happy and Health. The initials are also in line with the corporate philosophy.

3.Project summary

The design of the Yingxike brand VI is a practical topic assigned by the company to us during the internship of Shandong Century Kaiyuan E-commerce Co.，Ltd. The basic knowledge we have in school is theoretical knowledge，so the company wants us to learn from the school through practice. The combination of theoretical knowledge allows us to practice through practice. Due to the limitations of the school，there are fewer opportunities to contact actual topics. This time the company assigned us to actual topic projects. We were all excited about it because of the first time. Contacting actual projects is relatively unfamiliar. I do n’t know how to get started. Will customers like the designed solution？ Does it fit the corporate philosophy？ All of us have also made a lot of efforts in brand positioning. The company mainly deals in tableware. Health，environmental protection，and nature are the concepts that the company must embody. In the design，the color first considers green and blue，which reflect environmental protection and naturalness. Feeling，and then determining the complete set of styles，in the process of designing a series of posters，the idea was vague. After drawing a lot of sketches，I felt that the information to be conveyed was still vague，and finally I thought that the company mainly engaged in paper products. It is conceivable that paper products can be recycled，so a series of paper products were drawn using AI software as auxiliary graphics，and a poster was designed. The main message conveyed by the poster is that Yingxiike's products are more environmentally friendly. The entire brand design of Yingxiike was successfully completed under the careful guidance of the teacher. The actual project made me feel the authenticity of the subject. I can experience it step by step from the brand research to the design. The information you have collected is consistent with The content you need to design is closely related. Before I did design，I just felt good. I didn't really understand the needs of the company. I really designed from the perspective of customers，so I learned a lot in the process.

（Qilu University of Technology（Shandong Academy of Sciences））