The definition and role of CI

CI design was first proposed by the United States in the 1960s and widely promoted and applied in Japan in the 1970s. It is a brand-new concept for modern enterprises to move towards integration, visualization and systematic management. Its definition is: integrating the corporate business philosophy into spiritual culture, using the overall communication system (especially the visual communication system), to convey it to the inside of the company and the public, and to create a consistent sense of identity or values ??for the company's production, so as to achieve the formation of a good enterprise. Design system for image and promotional products.

CI system (Corporate Identity System) is the corporate image identification system, which is the embodiment of the company's internal and external management behavior caused by large-scale operations. In today's international market, competition is becoming increasingly fierce. The competition between enterprises is no longer a competition in terms of products, quality, technology, etc., but has developed into a diversified overall competition. In order to survive, enterprises must adjust and update management, concepts, phenomena, etc., and formulate long-term development plans and strategies to adapt to changes in the market environment. Today's market competition is first of all the competition of phenomena, the promotion of corporate image design, the implementation of corporate image competition, the promotion of corporate image design and the implementation of corporate image strategy. In order to unify and enhance the corporate image and make the corporate image show a side that meets the requirements of social values, the company must carry out its image management and image design.

CI design system is based on corporate positioning or corporate business philosophy, and covers all aspects including corporate internal management, external relations activities, advertising and other publicity activities using visual and audio means. , carry out organized, systematic and unified comprehensive design, and strive to make all aspects of the enterprise appear in front of the public in a unified form and create a good corporate image.

CI, as an integrated design system for corporate image, is a complete and ideal method to establish and convey corporate image. Enterprises can form standardized design and standardized management of their office systems, production systems, management systems, as well as operations, packaging, advertising and other systems through CI design, thereby mobilizing the enthusiasm of each employee of the enterprise and participating in the enterprise's development strategy. Through integrated symbolic forms, the responsibilities and obligations of the enterprise are divided, so that the enterprise can operate effectively in various functional departments, establish a unique personality image of the enterprise, and differentiate the enterprise's products from other similar products, and stand out among the peers. Stand out from the crowd, quickly and effectively help enterprises create brand effects and occupy the market.

The implementation of the CI system can make the business management of the enterprise more scientific, organized and symbolic. It can purposely formulate business philosophy and formulate a set of business philosophy based on the development of the market and the enterprise. The management principles and management norms that can be implemented can be implemented in the form of symbols to streamline the production process and market circulation of the enterprise, so as to reduce costs and losses and effectively improve product quality. The form of external communication is to use various media as a unified launch, so that the public can receive a large amount of corporate communication information, establish a good corporate image, improve the visibility of the company and products, and enhance the public's memory and understanding of the corporate image. The subscription rate of the company's products makes the company's products more popular and brings better social and operating benefits to the company.

The composition of the CI system

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The CI system is composed of Mind Identity (MI) and Behavior Identity

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It is composed of three aspects: BI (abbreviated as BI) and visual identity (Visual Identity (abbreviated as VI)).

1. Concept Identification (MI)

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It is to establish the unique business philosophy of the enterprise and is the key to the enterprise's production and operation process. An identification system for business concepts such as design, scientific research, production, marketing, service, and management.

It is the overall plan and definition of the company's current and future business goals, business ideas, marketing methods and marketing forms. It mainly includes: corporate spirit, corporate values, corporate creed, business purpose, business policy, market positioning, and industry composition. , organizational structure, social responsibility and development planning, etc. Belongs to the ideological category of corporate culture.

2. Behavior Identification (BI)

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It is the actual business philosophy of an enterprise and the criteria for creating corporate culture, and it affects the way the enterprise operates. A dynamic identification form formed by unified planning. It is based on the business philosophy as the basic starting point. Internally, it is to establish a complete organizational system, management standards, staff education, behavioral norms and welfare systems; externally, it is to explore market surveys, conduct product development, and through social welfare cultural activities, public * ** relationships, marketing activities and other methods to convey corporate philosophy in order to obtain public recognition of the company.

3. Visual Identity (VI)

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○About VI

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It is a complete and systematic visual communication system centered on corporate logos, standard fonts, and standard colors. It is a concept that converts abstract semantics such as corporate philosophy, cultural characteristics, service content, and corporate specifications into concrete symbols. Create a unique corporate image. The visual recognition system is divided into two aspects: basic element system and application element system. The basic element system mainly includes: corporate name, corporate logo, standard characters, standard colors, symbolic patterns, promotional spoken language, marketing reports, etc. Application systems mainly include: office supplies, production equipment, architectural environment, product packaging, advertising media, transportation, clothing and uniforms, flags, signs, signs, windows, displays, etc. Visual identification (VI) has the most communicative power and appeal in the CI system, is the most easily accepted by the public, and occupies a dominant position.

In the CI design system, visual identity design (VI) is the most external, direct, communicable and infectious part. VI design is to effectively develop the basic elements of a corporate logo with strong policies and management systems to form an inherent visual image of the company. It conveys the spirit and business philosophy through the unification of the design of visual symbols, and effectively promotes the company and its products. visibility and image. Therefore, the corporate identification system is based on the visual identification system and fully embodies the basic spirit of corporate identification, making the company's products famous and playing a direct role in promoting products to enter the market. VI design visually expresses the business philosophy and spiritual culture of the company, thereby forming a unique corporate image, which itself has image value.

The combination system of various visual elements of VI design has different combination forms depending on the size of the enterprise and product content. Usually the most basic one is the standard characters of the enterprise name and logo and other elements. Units to cooperate with various application projects. Once the combination relationship of various visual design elements in each application project is determined, it should be strictly fixed in order to achieve the effect of strengthening the visual power through uniformity and systematization.

○Basic element system design

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The basic element system of VI design strictly stipulates logo graphics, Chinese and English font shapes, standards Color, corporate symbolic patterns and their combination form fundamentally standardize the basic visual elements of the enterprise. The basic element system is the core part of the corporate image and is the basic element system of the enterprise, including: corporate name, corporate logo, corporate standard words, standard colors , symbolic patterns, groups and applications and corporate slogans, etc.

1. Company name

The company name is closely related to the corporate image. It is a prerequisite for CI design and uses text to express identification elements. The determination of the company name must reflect the company's business philosophy and embody the corporate philosophy; it must be unique, have a loud pronunciation, and be easy to recognize and read. Pay attention to the meaning of homophonic sounds to avoid causing undesirable ideals. The text of the name should be concise and clear, and at the same time pay attention to the international character and adapt to the pronunciation of foreigners to avoid wrong associations in foreign languages.

The corporate name that expresses or implies the corporate image and products should be consistent with the trademark, especially the brand it represents. Products that are relatively well-known in the market can also be used as the corporate name. The determination of the company name must not only consider tradition, but also have the characteristics of the times.

2. Corporate logo

Corporate logo is the symbol and identification symbol of a specific enterprise. It is the core foundation of the CI design system. The corporate logo is conveyed through concise shapes and vivid images. The company's philosophy, content, product features and other information. The design of the logo must not only have a strong visual impact, but also express a unique personality and a sense of the times. It must express a unique personality and a sense of the times, and must be widely adaptable to various media, various materials and various supplies. Production, its expression forms can be divided into: 1. Graphic expression (including reproduced graphics, symbolic figures, geometric figures); 2. Text expression (including the combination of Chinese and foreign characters and Arabic numerals); 3. Comprehensive expression (including the combination of graphics and text) Combined with application) three aspects. The corporate logo must be used in the CI design form as a fixed standard prototype. When creating, a standard proportion diagram must be drawn and precise values ??such as the outline, lines, and distance of the logo must be expressed. The drawing can use grid marking method, proportion marking and arc angle marking, so that the logo can be accurately depicted and copied accurately when enlarging or reducing.

3. The company’s standard fonts

Including Chinese, English or other text fonts. The standard fonts are designed according to the company name, company brand name and company address. The selection of standard fonts must be clear and descriptive, directly convey the name of the company and brand, and strengthen the corporate image and brand appeal. It can be determined by the full name or abbreviation of the company according to the use. The design of the font requires that the font shape is correct, aesthetic and easy to read. The line thickness and stroke structure of the font should be as clear, simple and decorative as possible. . When designing, we must consider the coordination and unity of the fonts and the logo when combining them. The spacing and shape of the fonts must be carefully planned, and attention must be paid to the systematicness and ductility of the fonts to adapt to the production of various media and different materials. Application of various item sizes. The strokes, structure and font design of the company's standard font can also reflect the corporate spirit, business philosophy and product characteristics. The standard drawing method is to arrange the standard words in an appropriate square or diagonal grid, and indicate the height of the font. , width size and angle and other positional relationships.

4. Standard colors

The standard colors of an enterprise are the designated colors used to symbolize the enterprise and used in all media in visual identity design. Through the perceptual stimulation and psychological reaction of color, it can express the characteristics of the company's business philosophy and product content, and reflect the company's attributes and emotions. Standard colors have a strong recognition effect in visual identification symbols. The determination of enterprise standard colors should be based on the attributes of the enterprise's industry, highlighting the differences between the enterprise and its peers, and creating distinctive color effects. The selection of standard colors is based on international standard colors. Enterprise standard colors should not be used excessively. Many, usually no more than three colors.

5. Symbolic patterns

Corporate symbolic patterns are designed to match the basic elements and are widely used in various media. In connotation, they should reflect the corporate spirit and arouse feelings that set off and strengthen the corporate image. effect. Through the rich shapes of symbolic patterns, the corporate image established by logo symbols is supplemented, making the meaning more complete, easier to identify, and more expressive and deep. The symbolic pattern adopts a simple and abstract form of expression, which contrasts with and maintains a harmonious relationship with the logo graphic. It can also be designed based on the logo or the modeling connotation that makes up the logo. When the basic elements are used in combination, there must be a rhythm of strong and weak changes and a clear primary and secondary relationship, and various application planning and combination designs should be made according to the needs of different media to ensure the unity and standardization of corporate identification and strengthen The visual impact of the entire system produces a visual induction effect.

7. Slogan proposed by the enterprise

The slogan is a summary of the corporate philosophy. It is a written promotional slogan developed by the enterprise based on its own marketing activities or concepts. The determination of corporate slogans requires concise and catchy text.

Accurate and loud corporate slogans can inspire employees to work hard for corporate goals internally, express corporate development goals and directions externally, and improve the company's impression on the public mind. Its main role is to improve the corporate image and corporate products. Supplement the image to enable the public to understand the company's thoughts in an instant audio-visual, and leave an unforgettable impression of the company or product.

8. Corporate mascot

Corporate mascots are cute characters or anthropomorphic images to arouse the attention and favor of the public.

9. Special fonts

Special fonts are the unified design of the main words, numbers, product names newly used by the enterprise, combined with external promotional text, etc. It mainly includes logos designed for corporate products and logos designed for corporate internal and external activities, as well as masthead and title fonts designed for newspaper advertisements, poster advertisements, film and television advertisements, etc.

○CI application element system design

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Application element system design is the application of basic element systems in various media Make specific and clear provisions.

When the most basic elements of corporate visual identity, such as logos, standard words, and standard colors, are determined, it is necessary to engage in the refinement of these elements and develop various application projects. The combination system of each VI visual design element has different combination forms depending on the size of the enterprise and product content. The most basic thing is to combine the standard characters and logos of the company name into different units to match various application projects. When the combination relationship of various visual design elements in each application project is determined, it should be strictly fixed in order to achieve the effect of strengthening the visual appeal through uniformity and systematization. The application element system roughly has the following contents.

1. Office supplies

The design and production of office supplies should fully reflect strong unity and standardization, and reflect the spirit of the enterprise. The design plan should strictly stipulate the order of form arrangement of office supplies, based on the arrangement of logos and graphics, text format, color sets and all sizes, so as to form a serious, complete, precise and unified format of office supplies, giving people a brand new look. Feel and show the style of the company, while also showing the high concentration of modern offices and the penetration and spread of modern corporate culture into various fields. Including envelopes, stationery, notes, business cards, badges, work ID cards, invitations, folders, letters of introduction, accounts, memos, information bags, official documents and forms, etc.

2. Enterprise external architectural environment

Enterprise external architectural environment design is the visual representation of the corporate image in public places. It is an open and distinctive group design and A system that marks the company’s face and characteristics. In the design and design, we use the environment around the enterprise to highlight and emphasize the corporate identification mark, and implement it in the surrounding environment, fully reflecting the unified standardization, formalization and firmness of the corporate image, so as to make the viewer stand out in the dazzling city. Gain favor. Mainly include: architectural shapes, flags, facades, signs, public identification signs, road signs, advertising towers, etc.

3. The internal architectural environment of the enterprise

The internal architectural environment of the enterprise refers to the internal environment image of the enterprise's offices, sales rooms, conference rooms, lounges, and delivery rooms. The design is to implement the corporate identity mark into the corporate indoor environment, fundamentally shape, render and disseminate the corporate identity image, and fully reflect the unity of the corporate image. Mainly include: internal department signs, corporate image boards, hanging flags, hang tags, pop advertisements, shelf signs, etc.

4. Transportation

Transportation is a fluid and open way of corporate image communication. Its multiple flows give people instant memories, intentionally or unintentionally establishing a corporate image. Their movement and rapid flow characteristics should be specifically considered when designing, and standard words and standard colors should be used to unify the design effects of the appearance of various transportation vehicles. Corporate identity logos and fonts should be eye-catching and the colors strong to attract attention and maximize the visual impact of their mobile advertising. Mainly include cars, minibuses, buses, trucks, tool trucks, etc.

5. Clothing

The unified design of neat and elegant clothing in an enterprise can improve employees’ sense of belonging, honor and ownership of the enterprise, change the mental outlook of employees, and promote To improve work efficiency and lead to strict employee discipline and responsibility for the enterprise, the design should strictly distinguish the scope, nature and characteristics of the work, and match the attire of different positions. Mainly include manager uniforms, management uniforms, employee uniforms, ceremonial uniforms, cultural shirts, ties, work caps, badges, etc.

6. Advertising media

Enterprises choose various media advertising forms for external publicity. It is a long-term, holistic, and highly promotional communication method that can be used in the short term. Conveying corporate information to the widest range at the fastest speed is the main means for modern enterprises to convey information. Mainly include TV advertisements, newspaper advertisements, magazine advertisements, street sign advertisements, poster advertisements, etc.

7. Product packaging

Products are the economic source of enterprises. Product packaging plays the role of protecting, selling and disseminating the image of enterprises and products. It is a kind of symbolization, informationization and The corporate image of commercial circulation therefore represents the image of the product manufacturing company and symbolizes the quality and price of the product. Therefore, systematic packaging design has a strong sales promotion effect. Successful packaging is the best and most convenient way to promote, introduce a company and establish a good corporate image. Product packaging mainly includes carton packaging, paper bag packaging, wooden box packaging, glass packaging, plastic packaging, metal packaging, ceramic packaging, wrapping paper, etc.

8. Giving gifts

Corporate gifts are mainly used to connect emotions, communicate and coordinate relationships for the purpose of corporate image or corporate spirit and visualization and human touch. They are based on corporate identity. The corporate image is combined and expressed on daily necessities for the purpose of logo-oriented and corporate image dissemination. Corporate gifts are also an effective form of advertising, mainly including T-shirts, ties, tie clips, lighters, key tags, umbrellas, commemorative medals, gift bags, etc.

9. Display

Display is the use of advertising media in corporate marketing activities to highlight the corporate image and communicate the company's products or sales methods. When designing, the overall activity of the display should be highlighted. When designing, the overall sense, sequence and novelty of the display should be highlighted to show the spirit of the enterprise. Mainly include window display, exhibition display, shelf product display, display product display, etc.

10. Printed publications

The company's printed publications represent the company's image and directly meet the company's stakeholders and the general public. The design is to achieve good visual effects, fully reflect strong unity and standardization, show the spirit of the enterprise, the layout should be consistent, the printing fonts and layout formats should be fixed, and the corporate logo and standard words should be uniformly placed in a specific The layout style creates a unified visual image to strengthen the public impression. It mainly includes company profile, product manual, product introduction, company briefing, annual calendar, etc.

○CI design planning process

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CI design planning and implementation introduction is a step-by-step planned operation. For promotion, it integrates the experience of domestic and foreign enterprises in introducing CI. The operation process can be roughly divided into the following five stages:

1. The enterprise reality investigation stage grasps the company's current situation, external perception and design status, and confirms the actual image perception of the company. Know the situation.

2. Image concept establishment stage

Based on the survey results, analyze the problems within the company, external perception, market environment and various design systems to formulate the company's positioning and There should be a basic concept of image as the principle basis for CI design planning.

3. Design work development stage

According to the basic image concept of the enterprise, it is transformed into specific visible information. And after careful work and testing and investigation, we determined that the identification system is complete and consistent with the enterprise.

4. Completed in the introduction stage

The focus is on prioritizing the introduction and implementation projects, planning the company's advertising activities and organizing CI