A brand VI design process has six steps: brand diagnosis and positioning, naming and verbal system, visual concept and core symbol, basic system standards, application extension, and guidelines with rollout support. It does not start with a logo. It starts with a clear answer to what position the company wants to own in customers' minds.
Why VI is not logo design
Many clients start with: “We want a VI. Show us a few logo options first.” This confuses VI with logo design. A logo is the smallest unit of a visual identity system. VI is about being consistently recognized across every touchpoint: business cards, packaging, storefronts, websites, trade booths, uniforms, social media headers, recruitment posters. Each item is easy on its own. The hard part is making them feel like the same brand.
So the first step is not drawing. It is asking: what position should this company occupy in people's minds? If that answer is unclear, even the most refined design only magnifies the confusion.
The VI process as a causal chain
Treating the VI process as a checklist—research, sketches, proposal, final artwork, delivery—misses the key point: each step's output constrains the next. In practice, it is a chain that converges step by step.
Step 1: Brand diagnosis and positioning
Examine the industry, competitors, customer perceptions, and the company's own resources. Find a position that is unoccupied and defensible. The output is one sentence and a set of keywords, such as “professional but not aloof” or “a contemporary face for traditional craft.” These words become the criteria for all visual decisions.
Step 2: Naming and verbal system
If needed, define the name, slogan, and brand story here. Language comes before graphics because graphics can easily become self-indulgent, while language must be understood by the audience.
Step 3: Visual concept and core symbol
Only now do we move to graphics. Based on the positioning sentence, we derive color direction, typographic character, and graphic language. The logo is simply the first symbol to be solidified in this language.
Step 4: Basic system standards
Standard colors, secondary colors, typography, lockup rules, clear space, and incorrect usage. The value of this step is restriction: it prevents anyone executing the brand later from drifting off course.
Step 5: Application system extension
Office materials, packaging, spatial environments, digital interfaces, and communication materials. This step tests whether the rules defined earlier are sufficient and practical on real materials. See our packaging design and spatial design services for examples.
Step 6: Guidelines and rollout support
Deliver a usable guidelines document and provide necessary corrections during production—printing, proofing, and construction. Many VI projects fail here: the manual looks beautiful, but the final output is something else.
When to run the full process
Not every company needs all six steps.
If you are opening a new store and need a storefront and basic materials, you can start from Step 4 with a light version. If you are launching a new sub-brand, entering a new category, or have moved beyond product-led competition and need brand premium, it is worth starting from Step 1.
The test is simple: is the visual problem “it doesn't look good” or “we can't articulate who we are”? The former is an execution problem; the latter is a strategy problem. The process length is completely different.
At Xingkong Dahai, we put diagnosis, positioning, and naming before visual design. We confirm the strategy first, then move to graphic derivation. Our core team has 4A agency backgrounds and over 15 years of brand consulting and design experience. We have served clients such as Yantang Dairy, Guicha Group, Pien Tze Huang, Bloomage Biotech, Poly Developments, Midea Group, and BYD, covering food and beverage, tea and baijiu, cosmetics, pharmaceuticals and health, maternal and infant, and hospitality. We have served 200+ brands, with 60% converting to annual partnerships. Offices in Panyu, Guangzhou and Futian, Shenzhen.
A final honest note: the value of a VI process is not the number of steps, but that each step has clear judgment criteria. For a company that hasn't clarified its positioning, even the most standard process will only produce a set of good-looking graphics.
Frequently asked questions
How many steps are in a brand VI design process?
A complete VI process typically has six steps: brand diagnosis and positioning, naming and verbal system, visual concept and core symbol, basic system standards, application extension, and guidelines with rollout support. The process is a causal chain where each step constrains the next, not a simple checklist.
Do we need the full VI process or can we start with just a logo?
It depends on the problem you are solving. If you only need a storefront and basic materials, a light version starting from Step 4 may suffice. If you are launching a new sub-brand or need brand premium, start from Step 1. The key question: is your visual problem about aesthetics or about not being able to articulate who you are?
How can I contact Xingkong Dahai to evaluate a brand project?
You can submit your requirements through the online consultation page at www.xingkongdahai.com/en/consult.html to get a brand diagnosis and quote. You can also call +86-159-8908-1846.
VI is not a decorative layer added at the end. It is the translation of a clear position into a reusable system of symbols. Get the position right, and every visual decision becomes easier and more consistent.
If you are unsure whether you need the full process or a lighter version, start with a conversation. Our brand consulting team can help you assess what your brand really needs.
To discuss your project, visit our service page or call +86-159-8908-1846.
