What do you just need to do in the catering industry, graphic design, and image design?

Just make a CI system

The CI system consists of three concepts: Mind Identity (MI), Behavior Identity (BI) and Visual Identity (VI). composed of aspects.

1. Concept Identification (MI) It is to establish the unique business philosophy of an enterprise. It is an identification system for business concepts such as design, scientific research, production, marketing, service, and management in the production and operation process of the enterprise. 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) is a dynamic identification form formed by the company's actual business philosophy and the criteria for creating corporate culture, as well as the unified planning of the company's operating methods. 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) is a complete and systematic visual communication system with corporate logo, standard fonts, and standard colors as the core. It integrates corporate philosophy, cultural characteristics, service content, corporate specifications, etc. The concept of converting abstract semantics into concrete symbols creates 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.

Visual Identity (VI) System Design

In the CI design system, visual identity design (VI) is the most external, direct, most 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 is a unified design of national visual symbols to convey the spirit and business philosophy, and effectively promote the company and its products. popularity 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 The basic element system of VI design strictly stipulates logo graphics, Chinese and English font shapes, standard colors, corporate symbolic patterns and their combination forms, which fundamentally standardizes the basic visual elements of the enterprise. , the basic element system is the core part of the corporate image. It is the basic element system of the enterprise, including: corporate name, corporate logo, corporate standard words, standard colors, symbolic patterns, groups and applications, 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 company name that expresses or implies the corporate image and products should be consistent with the trademark, especially the brand it represents. Products that are more well-known in the market can also be used as the company 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 conveys the corporate philosophy, content, and content through concise shapes and vivid images. Product characteristics 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 include Chinese, English or other text fonts. The standard fonts are designed based on 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 a company are the designated colors used to symbolize the company 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 attributes and emotions of the company. 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 pattern Corporate symbolic pattern is designed to match the basic elements and be widely used in various media. In connotation, it should reflect the corporate spirit and set off and strengthen the corporate image. 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. The slogan proposed by the enterprise 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 mascots Corporate mascots are cute characters or anthropomorphic images that 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

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

When the most basic elements of corporate visual identity, such as logos, standard words, and standard colors, are determined, it is necessary to work on 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. The external architectural environment of the enterprise The external architectural environment design of the enterprise 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 corporate appearance. 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 the image of the enterprise. 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. The uniform design of clean and elegant clothing for clothing and apparel enterprises can improve employees’ sense of belonging, honor and ownership of the enterprise, change the mental outlook of employees, promote the improvement of work efficiency, and lead to The strict discipline of employees and their sense of responsibility to the enterprise should be strictly distinguished in the design of work scope, nature and characteristics, and the attire should be consistent with different positions. Mainly include manager uniforms, management uniforms, employee uniforms, ceremonial uniforms, cultural shirts, ties, work uniforms, badges, etc.

6. Advertising media companies choose a variety of different media advertising forms for external publicity. It is a long-term, holistic, and highly publicized communication method that can be used as quickly as possible in the short term. Communicating corporate information in a wide range 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 source of income for enterprises. Product packaging plays the role of protecting, selling, and disseminating the image of the enterprise and products. It is a corporate image that symbolizes, informs, and commercializes circulation. Therefore, it represents the image of the product manufacturer 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. Gift giving Corporate gifts are mainly used to connect emotions, communicate and coordinate relationships for the purpose of corporate image or corporate spirit, visualization and humaneness. They are guided by the corporate identity and logo to spread the corporate message. For the purpose of image, the corporate image is combined and expressed on daily necessities. 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 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

CI design planning and implementation introduction is a step-by-step planned operation. The entire plan is promoted and integrated with 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. The image concept establishment stage is based on the survey results, analyzing the problems within the company, external perception, market environment and various design systems to formulate the company's positioning and basic concepts of the image it should have. 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 the CI execution team and management system. And the identification system that has been designed and planned will be made into a standardized and standardized manual or document.

5. Supervision in the evaluation stage The design plan of CI is only a preliminary plan. How to implement and establish the corporate image must be constantly monitored and evaluated to ensure that it is consistent with the original corporate image concept. If the original corporate image is found to be Some design plans have flaws and should be reviewed and corrected.

Formulation of Corporate Identity Manual

When the enterprise's design system is completed, as the enterprise's knowledge wealth, the unified corporate image design system can be summarized into the "CI System Specification Manual", which The purpose is to ensure the systematicness, standardization and product characteristics of corporate image communication. The manual includes all elements and stipulates standardized usage methods in detail. It can be divided into two parts: basic system and application system. In addition, according to the nature and scale of the enterprise, the style and production method of the manual can also be adjusted as needed.

Usually the content of the manual is roughly as follows:

1. Introduction Department The introduction department includes the business philosophy and development goals of the enterprise, the purpose and requirements of the introduction of the CI system, the standards for enterprise operation, and the purpose and requirements of the introduction of the CI system. , Enterprise Code of Conduct, CI System Specification Manual Instructions for Use.

2. Basic system includes the corporate logo, business philosophy and development goals, the purpose and requirements for introducing the CI system, the corporate code of conduct, and the instructions for use of the CI system specification manual.

3. Application systems include corporate office supplies, product packaging, advertising media, transportation, clothing, architectural environment, displays, logo flags, etc.

4. Attached to the manual are production samples of the company’s basic elements, color marking samples, etc.

5. Management regulations include manual implementation procedures, step arrangements, printing paper formats and production material regulations; manual distribution regulations, implementation visual and cost budgets, implementation effect measurement, and revision of plans after implementation. Plan etc. The visual identification system in the CI system specification manual must be comprehensive, whether it is a combination of standard names, standard fonts, standard patterns, and standard colors, or name variations, pattern variations, text fonts, color variations, and combination variations. , specific and clear standardization, which is the main purpose and core task of formulating the enterprise identification manual.

<1. Name specification: Determine the full name style and abbreviation style, Chinese style and foreign language style of the special enterprise name or brand name.

<2. Font specifications: Determine the company name, numbers, punctuation, and Chinese text writing and printing fonts.

<3. Pattern specifications: Determine the composition and shape of corporate font patterns, symbolic patterns, and auxiliary graphics.

<4. Color specifications determine the hue, lightness, and chroma based on the given colors and their combinations and indicate them numerically.

<5. Combination specifications: Determine the standard specifications and variant specifications for the combination of corporate or brand names, fonts, patterns, and colors.

Formulation and implementation of CI design

CI design system is a comprehensive, standardized, and highly difficult intelligent project. Therefore it is also called systems engineering. The implementation and overall effect of this work will take a certain amount of time. The design and implementation of CI is usually composed of the company's top decision-makers and CI experts to form a CI project executive committee in order to achieve the best corporate image. Since the introduction of CI is also a continuous activity, in Only through long-term supervision of the implementation of the CI project, and regular reviews and corrections, can it be completed. CI design is crucial to the development of an enterprise. Therefore, CI experts responsible for completing CI system engineering should have the following capabilities.

1. Planning ability is the ability to comprehensively investigate and analyze the internal and external aspects of the enterprise; the ability to be familiar with market dynamics and research corporate business strategies; the ability to analyze and research the psychology and behavior of employees within the enterprise; The ability to make creative thinking guidance and proposals in terms of (MI), behavioral norms (BI), and visual identity (VI), as well as the ability to create and express CI system engineering copywriting.

2. Design capability is the ability to integrate and express the company’s behavioral concepts in visual design; the standardized and scientific display ability of the visual identification system; the creative design of the identification system in space and plane applications ability.

3. Coordination ability: the ability to manage the goals of stage implementation; the ability to review and modify applications after implementation; the ability to measure and feedback on release effects; the ability to apply media strategies and public relations strategies.

4. Advertising planning ability Advertising planning ability is the ability to express the integration of CI design strategy and advertising creativity, and the unification of corporate image and advertising image.

CI design is a systematic project. All his operations cannot be completed by ordinary designers. CI experts must submit feasibility reports, analysis, forecasts and other reports, write design documents and implementation plans, and implement them through the power of the executive committee. It is also necessary to implement the internal management of CI design and the promotion and publicity of CI design in a planned and step-by-step manner through feedback from various management departments, and implement them in an all-round way to ensure the high-level, strict and consistent promotion of CI design.