CI planning CI system

The CI system consists of three parts, namely the Mind Identity System--MIS for short), the Visual Identity System--VIS for short) and the Behavior Identity System-- referred to as BIS).

(1) Corporate Thought------ Concept Identification System (MIS)

The business philosophy (MI) is determined by the enterprise based on the market and its own situation. values, spirit, ideals and beliefs. MI is represented by basic contents such as corporate management creed, corporate spirit and corporate culture theme, corporate slogan, motto, corporate character, business strategy, corporate slogan, etc. Corporate business philosophy is the core content of the corporate image identification system. Its establishment and improvement are the foundation and basis of the corporate identification system and the starting point of the entire CI strategy.

The establishment of corporate business philosophy is the basis of corporate CI strategic plan. Different companies have different emphases in their business philosophy. Some companies focus on the construction of the company's internal culture, while others focus on the shaping of the company's external image, such as: customer first, serving the society, etc. IBM has been winning the trust of its customers for decades with its high sense of responsibility in service; McDonald's is also famous for its service tenet of "superior quality, excellent service, cleanliness, and genuine products at reasonable prices." The establishment of the business philosophy is based on a comprehensive analysis of the internal and external aspects of the enterprise. Through investigation and analysis, the company's position and value in the market and society can be clarified, and the company's development direction and future mission can be clarified.

The establishment of a business philosophy can clarify the company's positioning in society and the market, and can inject new values ??into the company, thereby formulating an effective business strategy and shaping an advanced corporate culture. Establishing business philosophy is the core of CI strategy and the basic guarantee for developing a successful corporate image.

(2) Corporate impression------Visual Identification System (VIS)

The most effective content of corporate image identification is visual identification. Advanced business concepts are in the visual image Expressions can be spread quickly and effectively. According to scientific statistics, visual information accounts for more than 80% of the external information received by humans. Therefore, the visual recognition system is the highlight of CI and an indispensable part in shaping the corporate image (the CI of early European and American companies The system only refers to the VI part).

1. Introduction to VI

VI is the expression of corporate philosophy in visual media. In English, it is Visual Identity, referred to as VI, that is, through logos, standard colors, standard fonts and the corporate environment. , construction, clothing, transportation, products, packaging, advertising, office supplies, etc. to form a visual corporate image. VI is a static identification symbol system of CI, which includes a basic element system (enterprise logo, standard fonts, standard colors and the standards and specifications for their mutual combination and arrangement) and an application element system (enterprise internal application elements generally include products, packaging, environment, Construction, clothing, transportation, office supplies, etc.; external application elements of the enterprise generally include corporate external publicity, advertising, marketing, etc.).

In terms of visual perception, VI is specific, accurate, vivid, and distinctive. Its design content covers all tools and media that come into contact with people inside and outside the enterprise.

2. Corporate logo

Corporate logos are generally called logos. The corporate logo collectively represents the corporate philosophy and is the visual expression of the corporate philosophy. The creativity of the corporate logo is based on the corporate MI and is discovered and developed from the positioning of the corporate image. The requirements for corporate logo design are accurate positioning, novel ideas, and new forms. The corporate logo is not only an information symbol for the public to remember, but also bears the mission of conveying corporate philosophy, corporate culture, and establishing corporate image. The form of a corporate logo should not only fully consider the scientific nature of visual physiology and psychological association, but also fully take into account its broad adaptability in application.

Therefore, a successful corporate logo design is not just a design that stays on the draft paper, but a design that should withstand the test of society and the market.

3. Enterprise standard fonts

Enterprise standard fonts are generally the font of the company name or company name abbreviation that has been designed to become the company's own proprietary symbolic font. Functionally, it is no longer simply a text symbol of the company name, but like a corporate logo, it is one of the basic visual elements of the corporate image. Its form and style characteristics are directly affected by the corporate logo, and it is also a media symbol that conveys the corporate philosophy. Corporate standard characters generally use concise fonts. The fonts should have the style and personality required by the corporate image. At the same time, they must comply with the character requirements announced by the National Language Working Committee and the National Bureau of Standards. Standard simplified characters should be used in the country. Due to the different corporate content and corporate image positioning, the font styles also vary. In order to pursue a personalized style, the standard characters of enterprises need combinations such as juxtaposition, connection, overlap, and compatibility between characters to fully reflect the media role of these enterprises in conveying visual information with the help of standard characters when shaping their image. .

4. Enterprise-specified fonts

Enterprise-specified fonts are the main component of enterprise-specific fonts and are the fonts specified by the enterprise in all activities of communicating information with the society.

5. Enterprise standard colors

Enterprise standard colors are based on the requirements of the enterprise's MI, using specific colors as the company's exclusive colors. The designated special color can be one or a combination of several colors, and becomes the standard color used by the company in all VIs. It is one of the most basic and important elements of the company's visual image. The use of color enables the shaping of corporate image and enhancement of appeal beyond the reach of other visual symbols. When applying corporate standard colors, strict color matching specifications should be made. In addition, the color coordination of paints and inks, and the use of colors on different materials should also have their own regulations.

6. Corporate symbolic graphics

Corporate symbolic graphics are special graphics with corporate symbolic meaning. They are used in corporate logos, fonts and space compositions, and in corporate application elements. , graphics designed to enhance visual effects and enrich visual expression. First of all, it greatly makes up for the shortcomings of the basic elements in the corporate VI caused by the limitations of its own form. Especially in the spatial composition of special proportions, the corporate symbolic graphics adapt to the various needs of the composition with its flexible processing.

7. Corporate identity system

The corporate identity system is an information identification system set up on corporate buildings and in indoor and outdoor environments, including corporate image and name recognition, corporate buildings and departments Identification, identification of relevant enterprise regulations, etc. This part of the recognition system functions as a public graphic symbol. Corporate logos, corporate names or abbreviations placed on the roofs, walls and entrances of buildings can clearly indicate the presence of the company in urban space and continuously convey corporate image information. Set up signs on the company's buildings and facilities, such as entrances, exits, house numbers, building numbers, floors, units, etc. The function of these signs is visual symbols for information transmission. They are bright and eye-catching, and the style should be coordinated with the characteristics of the corporate VI. In addition, the corporate identity system also includes a schematic diagram of the corporate environment and various public graphic symbols, which has a unique corporate style. The design of the entire corporate identity system not only considers the visual effect during the day, but also ensures the function and image needs at night.

8. Corporate office supplies identification

Corporate office supplies identification is an important part of corporate VI application elements, from business cards, letters, tickets, manuscript paper to postcards, briefcases, and clips , certificates, certificates and other office supplies are serialized and standardized designs. Such supplies are of various types, large quantities, and used for a long time in enterprises, so they are not only daily media, but also can see the image and management level of the enterprise from this side. If you have a set of well-designed office supplies, it will give people a sense of beauty and trust.

9. Enterprise product and packaging identification

The product and packaging series in the CI strategy are the main body of corporate image identification and the basis of the entire CI strategy of the enterprise.

Product series accessories such as product manuals, certificates, anti-counterfeiting labels, warranty cards and packaging are not only used to protect and introduce products in the market, but are important tools for corporate image recognition and media for information communication between companies and the public. In the CI strategy, it has become an important application element for the unification and identification of corporate image. The shape and composition should be the standard use of the company's logo, standard words and standard colors.

10. Corporate clothing identification

Corporate clothing identification is the "corporate coat" worn by corporate employees in the CI strategy. It can fully display the image of the company externally, and can stimulate the sense of honor and centripetal force of corporate employees internally. Through the application of corporate clothing, it can not only strengthen the participation awareness of corporate employees, but also greatly expand the corporate influence through the daily activities of employees in contact with the outside world.

11. Corporate vehicle identification

As a means of transportation and transportation, corporate vehicles are visual media that people often come into contact with and use. Therefore, it is necessary to incorporate the identification design of corporate vehicles into the VI system. They are not only a means of transportation, but also a tool for enterprises to convey image information.

(3) Corporate Actions - Behavior Identification System (BIS)

1. Corporate Behavior Identification

Corporate Behavior Identification is also called Corporate Activity Identification, in English It is Behavior Identity-referred to as BI. It is the dynamic identification system of CI, the code of conduct and norms for all employees and cadres of the enterprise, and the full reflection of the corporate philosophy in the corporate behavior. Corporate code of conduct is an important part of corporate management. It emphasizes the purpose, systematicness and unity of corporate management and corporate image. Under the guidance of a clear business philosophy, through the implementation of behavioral recognition, the enterprise can effectively ensure the systematization and unity of the enterprise's production management and marketing publicity, and ensure that the enterprise displays a good corporate image in front of the world at all times and everywhere.

In the enterprise, it focuses on the work standards and coordination between various departments, the norms and procedures in the company's discussion, research, and decision-making processes, the plans and requirements for employee education, and the formulation and development of various rules and regulations. Implementation etc. Outside the enterprise, we focus on the rules and methods in marketing activities, etiquette in public relations activities, service standards and attitudes, etc.

2. Activities within the enterprise

The identification of activities within the enterprise is to enable all employees of the enterprise to achieve a complete understanding of the corporate philosophy through the constraints of rules and regulations, codes of conduct and employee education. , enhance cohesion and fundamentally improve the corporate mechanism. The shaping of corporate image requires the participation and assistance of all employees of the enterprise. From this point of view, the success of the enterprise requires the guarantee of the employees of the enterprise. If BI is not implemented well in the enterprise, it will bring great harm to the enterprise. . Employee training is not only limited to education in knowledge, technology, courtesy, manners, and attitude, but also focuses on employees' understanding of corporate philosophy. By continuously teaching employees modern corporate concepts, competition concepts, quality concepts, efficiency concepts, and innovation concepts that adapt to the market economy, we can enhance their recognition of corporate concepts and development strategies. All activities start from "people", which is crucial to the formulation and implementation of corporate systems.

3. Activities outside the enterprise

Identification of activities outside the enterprise, through product development strategies, marketing strategies, public relations strategies and advertising strategies, pay attention to the emotion of contributing to society and giving back to society The demand is not only to carefully plan influential activities and advertisements, but also to pay attention to the company's own social responsibility and regular work. Only on the basis of ideals, group concepts, professionalism, cultural quality, and strict management can BI implementation be guaranteed.