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The Value of Brand Emotional Texture — Visual Function of Auxiliary Graphics in VIS Corporate Identity

它不争抢注意力，但它占据心智。
用户没意识到，但已经被影响。

一、它有一个名字，但被叫错了

在VIS手册里，它通常被放在一个不起眼的位置，名字叫——辅助图形。

“辅助”。这个词本身就在告诉所有人：你不是主角，你是配角。

于是，Logo是主角，色彩是主角，字体是主角。辅助图形？有空再做，做完了随意用，用错了也没人发现。

但这是一个巨大的认知误区。

它不是“辅助”的，它是“隐性”的。
它不是“配角”，它是“氛围”。
它不是被注意到的，而是被感受到的。

它真正的价值，是品牌情绪的纹路。

二、辅助图形的视觉功能定位

在VIS体系中，辅助图形承担着四个核心视觉功能：

功能	说明	传统认知	实际价值
串联	连接不同应用场景的视觉一致性	“装饰”	品牌识别的隐形纽带
填充	丰富画面，避免大面积空白单调	“背景”	视觉节奏的调节器
强化	增强品牌识别，重复品牌记忆点	“重复”	记忆锚点的放大器
情绪	传递品牌调性，营造氛围	“风格”	品牌温度的感受器

其中，“情绪”是最被低估、但最有价值的功能。

三、什么是“品牌情绪的纹路”？

想象一下：

你走进一家店。灯光是暖的，音乐是慢的，墙上的纹理是自然的。你没注意任何具体的东西，但你觉得——“这里很舒服。”

你打开一个APP。界面是简洁的，动效是流畅的，图标是圆润的。你说不出哪里好，但你觉得——“这个品牌很专业。”

你收到一个快递。外盒是素色的，封口贴有一个小小的暗纹，打开后有一张薄薄的感谢卡。你说不上为什么，但你觉得——“这个品牌有心了。”

那些让你产生这些感受的，不是Logo，不是色彩，不是字体。是“纹路”。

显性元素	隐性元素
Logo（我是谁）	纹路（我是什么气质）
色彩（我长什么样）	纹理（我给人什么感觉）
字体（我怎么说）	情绪（你感受到什么）

品牌情绪的纹路，就是品牌的“皮下组织”。 你看不见它，但你摸得到它带来的温度。

四、辅助图形的八大设计方法

【辅助图形的设计表现形式灵活多样，以下是八大核心设计方法：】

序号	方法	核心逻辑	典型案例
1	直接运用完整标志	将品牌标志整体放大并“图案化”，用辅助色填充，延展受限场景的表现力	LV、GUCCI、FENDI
2	标志组合成连续图案	将标志重复、有序排列，从主体元素转化为装饰性背景，营造节奏感与美感	LV老花、GUCCI双G
3	截取标志局部元素	基于“完形心理”，只取标志最具识别性的核心局部，艺术放大	花旗银行（红色圆弧）、BP（太阳花局部）、Target（靶心局部）、思科（栅栏条形）
4	融合标志与个性化元素	将标志局部特征与另一个独特视觉元素结合，创造专属感图形	汇丰银行（红色方框+三角形缺口）
5	重新演绎标志关联图形	当标志直接作为图案美感不足时，在保留核心关联基础上进行艺术再创作	印度尼西亚航空公司
6	设计与品类相关的独立图形	针对只有文字标志的品牌，设计一个与行业/品类高度契合的独立图形	英国体操协会（运动轨迹飘带）、英特尔（芯片内部结构金色图案）
7	开发多功能辅助图形系统	针对不同传播目的和应用场景，设计一系列功能各异的辅助图形	百思买（标签图形、对话框、价格框、标题区）
8	融入高级编辑技巧	将辅助图形与独特的视觉技巧或风格深度绑定，形成专属视觉资产	3M公司（蒙太奇系统：透明形状、产品图像、色块组合叠加）

【方法解读：

• 方法1-2：以标志为核心的直接延展，最简单但最有效
• 方法3-5：对标志进行“二次创作”，在保留识别的基础上增加艺术性
• 方法6：为文字标志品牌“创造”一个视觉符号
• 方法7-8：高阶玩法，让辅助图形成为一套系统或一种专利手法】

五、辅助图形开发的核心原则

【在设计辅助图形时，需从品牌特性和实际应用出发，遵循以下关键原则：】

序号	原则	核心逻辑	注意事项
1	从属地位	辅助图形的意义和独立性不能超越主标志，始终是辅助与衬托的角色	不喧宾夺主，不干扰Logo识别
2	内涵至上	辅助图形不应是纯装饰，应具有一定的意念内涵，提升文化底蕴与美学价值	避免“为了有图形而做图形”
3	适配验证	不能孤立设计，必须在与标志、标准字等基本要素的组合中测试和调整	确保在真实场景中“好用”
4	非必需原则	并非所有VI系统都必须开发辅助图形。如果标志本身已具备极强表现力，优先用标准色丰富形象	辅助图形不是“标配”
5	弹性设计	辅助图形应设计为富有弹性的符号，能根据不同媒介、不同版面灵活调整	非一成不变的固定图案，需有密度/复杂度/色彩的可变规则

【原则解读：

• 从属地位：它是“辅助”的，但它不是“次要”的——不抢戏，但撑起整台戏
• 弹性设计：纹路不是死的图案，是活的规则——可大可小、可密可疏、可变可不变
• 非必需原则：没有合适的纹路，不如不要。宁缺毋滥】

六、纹路的视觉功能：从“装饰”到“情绪载体”

功能一：串联——隐形的视觉纽带

传统做法	纹路的串联功能
每个物料独立设计	同一纹路贯穿所有触点，用户无意识地建立关联
Logo反复出现（生硬）	纹路自然延展，不打扰但持续存在
渠道之间视觉断层	纹路作为共同语言，拉平渠道差异

价值：用户说不出哪里一样，但感觉“是一家的”。

功能二：填充——视觉节奏的调节器

传统做法	纹路的填充功能
空白就是空白	纹路让留白有内容，但不喧宾夺主
信息堆砌，视觉疲劳	纹路创造呼吸感，调节阅读节奏
画面单调，缺乏层次	纹路增加细节密度，提升精致度

价值：用户没注意到纹路，但觉得“版面很舒服”。

功能三：强化——记忆锚点的放大器

传统做法	纹路的强化功能
Logo反复出现（用户免疫）	纹路以不同形态重复，用户无意识记忆
核心识别元素单一	纹路增加识别维度，形成记忆组合
容易被模仿	纹路是独特的视觉签名，增加模仿难度

价值：用户不记得看过，但下次看到会“觉得熟悉”。

功能四：情绪——品牌温度的感受器

这是纹路最核心、最不可替代的功能。

品牌情绪	纹路表现方式	用户感受
温暖、手作	自然纹理、手绘感、暖色渐变	亲切、放松、被接纳
科技、理性	几何线条、冷色、精确网格	可靠、严谨、值得信任
高端、克制	暗纹、留白、单一材质	高级、安静、有距离感
活力、年轻	撞色、动态图形、不规则排列	兴奋、有趣、有动力

价值：用户不说“这个纹路好看”，但会说“这个品牌很有感觉”。

七、隐性说服：为什么纹路比Logo更易走进内心？

心理学里有一个概念叫“潜意识线索”——你以为自己没注意到的东西，其实已经被大脑记录了。

品牌情绪的纹路，就是这样的线索。

场景	显性信号	隐性线索（纹路）
咖啡店	Logo、店名	纸杯上的细条纹、墙上的手绘涂鸦
奢侈品	品牌字母	包装盒上的暗纹、丝带的编织方式
科技产品	产品标志	包装膜的阻尼感、充电线的理线器
餐厅	菜单、招牌	餐巾纸的折法、酱油瓶的标签字体

用户不会记得这些细节。但他们会记得“那个品牌很用心”。

纹路的隐性说服优势

维度	说明
无防备	用户不会对纹路产生抵触，因为它不是“广告”
低消耗	用户不需要调动注意力去“理解”，它直接作用于感受
高留存	感受比信息更难忘记。用户忘了你说了什么，但记得你给他的感觉
可积累	每一次接触都是一次微弱的情绪叠加，最终形成品牌印象

纹路不攻击用户的大脑，它走进用户的心。

八、变量式VI时代，纹路的视觉功能被放大

传统VI的问题是：把Logo当成唯一的主角。

但变量式VI的逻辑是：品牌核心不变，应用形态可变。

在数字时代，品牌触达用户的场景太多了。当Logo被压缩到极限，什么还在起作用？

纹路。

场景	Logo的作用	纹路的作用
小尺寸头像	几乎看不清	色彩倾向+图形记忆还在
深色模式	反白版可能刺眼	低对比度的纹理依然舒适
视频背景	一闪而过	持续的视觉调性在渗透
包装一角	被折叠或遮挡	展开后的整体纹理仍然统一

纹路类型	在变量式VI中的视觉功能
核心纹路	品牌最高识别度，始终不变，是“视觉基因”
场景纹路	按渠道/媒介调整密度和复杂度，保证多端一致性
情绪纹路	按营销主题/季节更换，让品牌“有呼吸感”
禁忌纹路	明确什么情况下不能用，避免品牌稀释

纹路，是品牌在“极限场景”下的最后一道防线。 当所有显性元素都失效时，纹路仍在默默传递品牌情绪。

九、如何让辅助图形真正发挥“纹路价值”？

第一步：明确品牌的核心情绪

在17Brand OS的Brand Vision模块中，首先定义品牌情绪关键词：

品牌调性	情绪关键词	纹路方向
温暖、手作	亲切、真诚、放松	自然纹理、手绘感、暖色渐变
科技、理性	专业、可靠、精准	几何线条、冷色、精确网格
高端、克制	高级、安静、自信	暗纹、留白、单一材质
活力、年轻	兴奋、有趣、有动力	撞色、动态图形、不规则排列

第二步：选择设计方法

根据品牌情况，从八大设计方法中选择1-3种：

品牌类型	推荐方法	理由
有图形标志	方法1-3（直接运用/连续图案/截取局部）	最大化利用已有资产
只有文字标志	方法6（设计与品类相关的独立图形）	为品牌“创造”视觉符号
成熟品牌	方法7-8（多功能系统/高级技巧）	建立更深层的视觉资产

第三步：建立“纹路使用规则”

在17Brand OS的Images和Brand Vision模块中，建立规则：

规则类型	说明	在系统中的呈现
核心纹路	始终不变，品牌最高识别度	作为“核心资产”存储
场景纹路	按渠道/媒介调整密度和复杂度	按场景分类存储（印刷/数字/空间）
情绪纹路	按营销主题/季节更换	作为“变量资产”，可替换
禁忌纹路	明确什么情况下不能用	作为“使用边界”明确标注

第四步：将纹路嵌入17Brand OS

系统模块	纹路相关资产
Brand Vision	纹路的调性定义、情绪方向、使用规则
Images	纹路的源文件、场景变体、使用示例
DEP	纹路的工程文件（印刷规范、刀模图）

十、检测你的纹路是否有效

问自己三个问题：

问题	健康的答案
去掉Logo后，用户还能认出这是你的品牌吗？	是
不同渠道的物料放一起，用户会觉得“是一家的”吗？	是
你的团队做新物料时，知道“该用什么纹路”吗？	是（有规则可循）

如果三个答案都是“是”，你的品牌情绪的纹路，已经成功发挥了它的视觉功能。

十一、结语

品牌，不是用户记住了什么。是用户感受到了什么。

Logo让用户“认出”你——显性识别。
色彩让用户“看到”你——显性记忆。
字体让用户“阅读”你——显性信息。

而辅助图形——品牌情绪的纹路，让用户“感知”你——隐性说服。

没有防备，不知不觉，走进内心。

视觉功能	作用方式	用户状态
串联	隐形纽带	无意识关联
填充	节奏调节	舒适但不自知
强化	记忆放大	熟悉但不记得
情绪	温度传递	感受但不分析

它不是辅助。它是潜意识。
它不是配角。它是氛围。
它不是被注意的。它是被感受的。

这就是品牌情绪的纹路价值——辅助图形在VIS企业形象中的视觉功能。

17vis全球首发 17Brand OS V3.2.0 品牌资产智能交付系统 / 再提升品牌变量VIS效能

English Version

The Value of Brand Emotional Texture — Visual Function of Auxiliary Graphics in VIS Corporate Identity

It doesn’t compete for attention. But it occupies the mind.
Users don’t realize it. But they are already influenced.

I. It Has a Name. But It’s Misunderstood.

In VIS manuals, it usually sits in an inconspicuous corner. Its name is — Auxiliary Graphics.

“Auxiliary.” The word itself tells everyone: You are not the protagonist. You are the supporting role.

So the logo is the protagonist. Color is the protagonist. Typography is the protagonist. Auxiliary graphics? We’ll do it when we have time. Use it casually. No one will notice if it’s wrong.

But this is a huge misconception.

It is not “auxiliary.” It is “implicit.”
It is not the “supporting role.” It is the “atmosphere.”
It is not what is noticed. It is what is felt.

Its true value is the brand’s emotional texture.

II. Visual Function Positioning of Auxiliary Graphics

In the VIS system, auxiliary graphics serve four core visual functions:

Function	Description	Traditional View	Actual Value
Unification	Connect visual consistency across different application scenarios	“Decoration”	Invisible bond of brand identity
Filling	Enrich the frame, avoid large empty spaces	“Background”	Regulator of visual rhythm
Reinforcement	Strengthen brand recognition, repeat brand memory points	“Repetition”	Amplifier of memory anchors
Emotion	Convey brand tone, create atmosphere	“Style”	Sensor of brand temperature

Among these, “Emotion” is the most underestimated but most valuable function.

III. What Is “Brand Emotional Texture”?

Imagine this:

You walk into a store. The lighting is warm. The music is slow. The texture on the wall is natural. You don’t notice anything specific. But you feel — “This place feels comfortable.”

You open an app. The interface is clean. The animation is smooth. The icons are rounded. You can’t say exactly why. But you feel — “This brand feels professional.”

You receive a package. The outer box is plain. The sealing sticker has a subtle pattern. Inside, there’s a thin thank-you card. You can’t explain it. But you feel — “This brand is thoughtful.”

What made you feel these things? Not the logo. Not the color. Not the typography. It’s the “texture.”

Explicit Elements	Implicit Elements
Logo (Who I am)	Texture (What temperament I have)
Color (What I look like)	Pattern (What feeling I give)
Typography (How I speak)	Emotion (What you feel)

Brand emotional texture is the brand’s “subcutaneous tissue.” You can’t see it. But you can feel the warmth it brings.

IV. Eight Design Methods for Auxiliary Graphics

[Auxiliary graphics can be designed and applied in various flexible ways. Below are eight core design methods:]

#	Method	Core Logic	典型案例
1	Direct Use of Full Logo	Enlarge the logo and turn it into a “pattern” by filling with auxiliary colors	LV, GUCCI, FENDI
2	Logo as Continuous Pattern	Arrange the logo repeatedly to transform it from a primary element into a decorative background	LV Monogram, GUCCI Double G
3	Extracting Logo Elements	Based on “Gestalt psychology,” extract only the most recognizable part of the logo and magnify it artistically	Citibank (red arc), BP (sunflower detail), Target (bullseye), Cisco (bar code)
4	Fusing Logo with Custom Elements	Combine a logo element with another unique visual element to create an exclusive graphic	HSBC (red square with triangular notch)
5	Reinterpreting Logo-Related Graphics	When the logo itself lacks aesthetic appeal, creatively reinterpret it while maintaining core relevance	Garuda Indonesia
6	Creating Category-Relevant Independent Graphics	For wordmark-only brands, design an independent graphic closely tied to the industry or product category	British Gymnastics (ribbon from movement trails), Intel (gold chip pattern)
7	Developing Multi-Functional Auxiliary Graphics	Design a range of graphics with different functions for different purposes and scenarios	Best Buy (tags, speech bubbles, price boxes, title areas)
8	Incorporating Advanced Visual Techniques	Bind the auxiliary graphic to a unique visual technique or style, creating a proprietary visual asset	3M (montage system: transparent shapes, product images, color blocks)

Method Insights:

• Methods 1-2: Direct logo extension — simplest but most effective
• Methods 3-5: “Re-creating” the logo — adding artistry while retaining recognition
• Method 6: “Creating” a visual symbol for wordmark-only brands
• Methods 7-8: Advanced approach — turning auxiliary graphics into a system or proprietary technique

V. Core Principles for Developing Auxiliary Graphics

[When developing auxiliary graphics, the following key principles should be followed based on brand characteristics and practical application:]

#	Principle	Core Logic	Key Considerations
1	Subordinate Position	The auxiliary graphic must not surpass the primary logo in meaning or independence. It always plays a supporting role	Don’t overshadow the logo
2	Meaning First	Auxiliary graphics should not be purely decorative. They should carry conceptual meaning that enhances cultural depth and aesthetic value	Avoid “creating graphics just to have them”
3	Context Testing	Cannot be designed in isolation. Must be tested and adjusted in combination with the logo, typography, and other basic elements	Ensure it actually works in real scenarios
4	Not Mandatory	Not every VI system needs auxiliary graphics. If the logo itself is visually strong, prioritize using the brand color system	Auxiliary graphics are not a “standard feature”
5	Elastic Design	Auxiliary graphics should be elastic symbols that adapt to different media and layouts	Not a fixed pattern — must have variable rules for density, complexity, and color

Principle Insights:

• Subordinate Position: It is “auxiliary,” but not “secondary” — it doesn’t steal the show, but it holds up the entire performance
• Elastic Design: Texture is not a dead pattern. It is a living system — scalable, adaptable, variable
• Not Mandatory: No suitable texture? Better to have none at all. Quality over quantity

VI. From “Decoration” to “Emotional Carrier”: The Visual Functions of Texture

Function 1: Unification — The Invisible Visual Bond

Traditional Approach	How Texture Unifies
Each asset designed independently	Same texture runs through all touchpoints — users unconsciously build associations
Logo repeated everywhere (forceful)	Texture extends naturally — unobtrusive but ever-present
Visual disconnect across channels	Texture as a common language — levels channel differences

Value: Users can’t say what’s the same, but they feel it’s “from one family.”

Function 2: Filling — The Regulator of Visual Rhythm

Traditional Approach	How Texture Fills
Empty space is just empty	Texture gives blank space content without overwhelming
Information overload, visual fatigue	Texture creates breathing room, regulates reading rhythm
Monotonous frames, lack of depth	Texture adds detail density, elevates refinement

Value: Users don’t notice the texture. But they feel “the layout is very comfortable.”

Function 3: Reinforcement — The Amplifier of Memory Anchors

Traditional Approach	How Texture Reinforces
Logo repeated (users become immune)	Texture repeats in different forms — users remember unconsciously
Single core recognition element	Texture adds recognition dimensions — forms memory combinations
Easy to copy	Texture is a unique visual signature — increases imitation difficulty

Value: Users don’t remember seeing it. But next time, they feel it’s “familiar.”

Function 4: Emotion — The Sensor of Brand Temperature

This is texture’s most core and irreplaceable function.

Brand Emotion	Texture Expression	User Feeling
Warm, Handcrafted	Natural textures, hand-drawn feel, warm gradients	Familiar, relaxed, accepted
Tech, Rational	Geometric lines, cool colors, precise grids	Reliable, rigorous, trustworthy
Premium, Restrained	Subtle patterns, whitespace, single material	High-end, quiet, respected
Vibrant, Young	Color contrast, dynamic graphics, irregular arrangements	Excited, interested, energized

Value: Users don’t say “this texture looks good.” They say “this brand feels great.”

VII. Implicit Persuasion: Why Texture Reaches the Heart More Easily Than a Logo

In psychology, there’s a concept called “subliminal cues” — things you think you didn’t notice, but your brain has already recorded them.

Brand emotional texture is exactly such a cue.

Scenario	Explicit Signal	Implicit Cue (Texture)
Coffee Shop	Logo, store name	Fine stripes on the cup, hand-drawn graffiti on the wall
Luxury Brand	Brand initials	Subtle patterns on the box, the weave of the ribbon
Tech Product	Product logo	The texture of the packaging film, the cable organizer
Restaurant	Menu, signage	The fold of the napkin, the font on the soy sauce bottle

Users won’t remember these details. But they will remember that “this brand is thoughtful.”

Advantages of Texture’s Implicit Persuasion

Dimension	Explanation
No Guard	Users don’t resist texture because it’s not “advertising”
Low Effort	Users don’t need to focus their attention to “understand” — it works directly on feeling
High Retention	Feelings are harder to forget than information. Users forget what you said, but remember how you made them feel
Accumulative	Every interaction is a subtle emotional overlay, eventually forming a brand impression

Texture doesn’t attack the user’s brain. It enters the user’s heart.

VIII. In the Era of Variable VI, Texture’s Visual Functions Are Amplified

The problem with traditional VI is: treating the logo as the sole protagonist.

But the logic of Variable VI is: Brand core remains unchanged. Application forms adapt.

In the digital age, brands reach users through countless scenarios. When the logo is compressed to its limit, what still works?

Texture.

Scenario	Role of Logo	Role of Texture
Small avatar	Almost invisible	Color tendency + graphic memory still there
Dark mode	Reversed version may be harsh	Low-contrast texture still comfortable
Video background	Flashes by	Continuous visual tone still permeates
Corner of packaging	Folded or hidden	Overall texture when unfolded still unified

Texture Type	Visual Function in Variable VI
Core Texture	Highest brand recognition, unchanged — the “visual gene”
Contextual Texture	Adjusts density and complexity by channel/medium — ensures multi-touchpoint consistency
Emotional Texture	Changes by campaign/season — gives the brand “breathing room”
Restricted Texture	Clearly defines when not to use — avoids brand dilution

Texture is the brand’s last line of defense in “extreme scenarios.” When all explicit elements fail, texture still silently conveys brand emotion.

IX. How to Let Auxiliary Graphics Truly Realize Their “Texture Value”

Step 1: Define the Brand’s Core Emotion

In the Brand Vision module of 17Brand OS, first define brand emotion keywords:

Brand Tone	Emotion Keywords	Texture Direction
Warm, Handcrafted	Familiar, sincere, relaxed	Natural textures, hand-drawn feel, warm gradients
Tech, Rational	Professional, reliable, precise	Geometric lines, cool colors, precise grids
Premium, Restrained	High-end, quiet, confident	Subtle patterns, whitespace, single material
Vibrant, Young	Excited, interesting, energetic	Color contrast, dynamic graphics, irregular arrangements

Step 2: Select Design Methods

Based on the brand’s situation, choose 1-3 methods from the eight design approaches:

Brand Type	Recommended Methods	Reason
Has graphic logo	Methods 1-3 (direct use/continuous pattern/extraction)	Maximize existing assets
Wordmark-only	Method 6 (category-relevant independent graphics)	“Create” a visual symbol for the brand
Mature brand	Methods 7-8 (multi-functional system/advanced techniques)	Build deeper visual assets

Step 3: Establish “Texture Usage Rules”

In the Images and Brand Vision modules of 17Brand OS, establish rules:

Rule Type	Explanation	Storage in System
Core Texture	Unchanged, highest brand recognition	Stored as “core asset”
Contextual Texture	Adjusts density/complexity by channel/medium	Stored by scenario (print/digital/space)
Emotional Texture	Changes by campaign/season	Stored as “variable asset,” replaceable
Restricted Texture	Clearly defines when not to use	Clearly marked as “usage boundary”

Step 4: Embed Texture into 17Brand OS

System Module	Texture-Related Assets
Brand Vision	Texture tone definition, emotion direction, usage rules
Images	Texture source files, scenario variations, usage examples
DEP (Dynamic Execution Package)	Texture engineering files (print specifications, die-cut templates)

X. How to Test If Your Texture Is Effective

Ask yourself three questions:

Question	Healthy Answer
Without the logo, can users still recognize this as your brand?	Yes
When assets from different channels are placed together, do users feel “they are from the same family”?	Yes
When your team creates a new asset, do they know “which texture to use”?	Yes (there are rules to follow)

If all three answers are “yes,” your brand emotional texture has successfully fulfilled its visual function.

XI. Conclusion

A brand is not what users remember. It’s what users feel.

The logo makes users “recognize” you — explicit recognition.
Color makes users “see” you — explicit memory.
Typography makes users “read” you — explicit information.

And auxiliary graphics — brand emotional texture — makes users “perceive” you — implicit persuasion.

No guard. No awareness. Straight to the heart.

Visual Function	Mode of Action	User State
Unification	Invisible bond	Unconscious association
Filling	Rhythm regulation	Comfort without knowing why
Reinforcement	Memory amplification	Familiar without remembering
Emotion	Temperature transmission	Feeling without analyzing

It is not auxiliary. It is subconscious.
It is not the supporting role. It is the atmosphere.
It is not what is noticed. It is what is felt.

This is The Value of Brand Emotional Texture — Visual Function of Auxiliary Graphics in VIS Corporate Identity.

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