What is "CI"?

CI was first put forward by the United States in the 196s, and was widely popularized and applied in Japan in the 197s. It is a brand-new concept for modern enterprises to move towards integration, visualization and system management. Its definition is: putting the business philosophy into spiritual culture, using the overall communication system (especially the visual communication system) to convey it to the inside of the enterprise and the public, and making it have a consistent sense of identity or values for enterprise production, so as to form a good corporate image and a design system for promotional products.

CI (Corporate Identity

System), that is, corporate identity system, is the embodiment of internal and external management behaviors caused by large-scale operation of enterprises. In today's international market, the competition is becoming more and more fierce. The competition among enterprises is no longer the competition in products, quality and technology, but has developed into a diversified overall competition. In order to survive, enterprises must adjust and update their management, concepts and phenomena, and formulate long-term development plans and strategies to adapt to the changes in the market environment. At present, the market competition is, first of all, the phenomenon competition, the implementation of corporate image design, the implementation of corporate image competition, the implementation of corporate image design and implementation of corporate image strategy. In order to unify the box, enhance the image power of the enterprise, and make the enterprise image show the side that meets the requirements of social values, the enterprise must carry out its image management and image design.

the p>CI design system is based on enterprise positioning or business philosophy, and comprehensively designs all aspects including internal management, external relations activities, advertising and other publicity activities by means of vision and sound, so as to make all these aspects of the enterprise appear to the public in a unified form and produce a good corporate image.

as an integrated design system of corporate image, CI is a complete and ideal method to establish and convey corporate image. Enterprises can form standardized design and standardized management for their office systems, production systems, management systems, and management, packaging, advertising and other systems through CI design, so as to mobilize the enthusiasm of each employee of the enterprise and participate in the development strategy of the enterprise. Dividing the responsibilities and obligations of enterprises through integrated symbolic forms will enable enterprises to operate effectively in various functional departments, establish a distinctive personality image of enterprises, distinguish enterprise products from other similar products, stand out from peers, and help enterprises create brand effects and occupy the market quickly and effectively.

the implementation of p>CI system can make the operation and management of enterprises more scientific, orderly and symbolic. according to the development of the market and enterprises, we can purposefully formulate business ideas, formulate a set of management principles and norms that can be implemented, and refer to them in the form of symbols, so as to streamline the production process and market circulation of enterprises, reduce costs and losses, and effectively improve product quality. The form of external communication is to use all kinds of media as a unified launch, so that the public can accept the information disseminated by enterprises in large quantities, establish a good corporate image to improve the visibility of enterprises and products, enhance the public's memory of corporate image and the subscription rate of corporate products, make corporate products sell better and bring better social and operational benefits to enterprises.

composition of ci system

CI system is composed of Mind Identity (MI), behavioral identity (BI

) and Visual Identity (VI).

1. mind identity (MI)

It is to establish the unique business philosophy of an enterprise, and it is an identification system of business philosophy such as design, scientific research, production, marketing, service and management in the process of production and operation. It is the overall planning and definition of the current and future business objectives, business ideas, marketing methods and marketing forms, mainly including: enterprise spirit, enterprise values, enterprise creed, business purpose, business policy, market positioning, industrial composition, organizational system, social responsibility and development planning. It belongs to the ideological category of corporate culture.

2. Behavior identification (BI)

is a dynamic identification form formed by the unified planning of enterprise operation mode based on the actual business philosophy and the criteria for creating enterprise culture. It is based on business philosophy, and internally it is to establish a perfect organizational system, management norms, staff education, behavior norms and welfare systems; Externally, it is to explore market research, develop products, convey enterprise ideas through social public cultural activities, public relations and marketing activities, so as to obtain the form of public recognition of enterprises.

3. Visual Identification (VI)

It is a complete and systematic visual communication system centered on corporate logo, standard font and standard color. It is a concept that transforms abstract semantics such as corporate philosophy, cultural characteristics, service content and corporate norms into concrete symbols, and creates a unique corporate image. Visual recognition system is divided into two aspects: basic element system and application element system. The basic elements system mainly includes: enterprise name, enterprise logo, standard words, standard colors, symbolic patterns, publicity and oral English, marketing reports, etc. The application system mainly includes: office supplies, production equipment, building environment, product packaging, advertising media, vehicles, uniforms, flags < P >, signboards, signs, windows, displays and so on. Visual recognition (VI) has the most spreading and infectivity in CI system, and is most easily accepted by the public, so it has a dominant position.

visual identification (VI) system design

in the CI design system, visual identification design (VI) is the most external, direct, and infectious part. VI design is to effectively develop the basic elements of corporate logo with a strong policy and management system to form the inherent visual image of the enterprise. It is a unified design of visual symbols throughout the country to convey the spirit and business philosophy and effectively promote the visibility and image of the enterprise and its products. Therefore, the enterprise identification system is based on the visual identification system, which fully embodies the basic spirit of enterprise identification, makes the enterprise products famous, and plays a direct role in promoting the products to enter the market. VI design visually shows the business philosophy and spiritual culture of the enterprise, thus forming a unique corporate image, which has image value in itself.

VI design the combination system of various visual elements has different combination forms due to the scale and product content of the enterprise. Usually, the most basic thing is that the standard words and signs of the enterprise name form a group of 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 strengthen the visual appeal through unity and systematization.

basic element system design

VI's basic element system strictly stipulates the logo, Chinese and English characters, standard colors, corporate symbol patterns and their combination forms, which fundamentally standardizes the visual basic elements of enterprises. The basic element system is the core part of corporate image, and it is the basic element system of enterprises, including: corporate name, corporate logo, corporate standard words, standard colors, symbol patterns, groups and applications, corporate slogans and so on.

1. Enterprise name

Enterprise name is closely related to corporate image, which is a prerequisite for CI design, and it uses words to express identification elements. The determination of enterprise name must reflect the management idea of the enterprise and embody the enterprise concept; It should be unique, loud and easy to read, and pay attention to homophonic meaning to avoid causing bad ideals. The words of names should be concise and clear, at the same time, we should pay attention to internationality and adapt to the pronunciation of foreigners to avoid wrong associations in foreign languages. The name of the enterprise that expresses or implies the corporate image and goods should be consistent with the trademark, especially the brand it represents, and the goods that are well-known in the market can also be used as the corporate name. The determination of enterprise name should not only consider the tradition, but also have the characteristics of the times.

2. Corporate logo

Corporate logo is the symbol of a specific enterprise and the core foundation of CI design system. Corporate logo conveys information such as corporate philosophy, content and product characteristics through concise modeling and vivid images. Logo design should not only have a strong visual impact, but also express a unique personality and sense of the times, which must be widely adapted to the production of various media, materials and supplies. Its manifestations can be divided into: 1. Graphic expression (including reproduction graphics, symbolic graphics and geometric graphics); 2. Written expression (including the combination of Chinese and foreign characters and Arabic numerals); 3. Comprehensive performance (including the combination of graphics and text) in three aspects. If the enterprise logo is to be applied in the CI design form with a fixed standard prototype, a standard scale diagram must be drawn when it is opened, and precise numerical values such as the outline, line and distance of the logo must be expressed. Its drawing can adopt grid marking method and scale marking with multi-arc angle marking, so that the mark can be accurately depicted and copied when it is enlarged or reduced.

3.

The standard fonts of enterprises include Chinese, English or other characters, and the standard fonts are designed according to the name, brand name and address of enterprises. The selection of standard fonts should be clearly descriptive, directly convey the names of enterprises and brands, and strengthen the corporate image and brand appeal. According to different uses, the full name or abbreviation of the enterprise can be used to determine the font. The design of the font requires that the font is correct, beautiful and easy to read, and the line thickness and stroke structure of the font should be as clear, simplified and decorative as possible. In the design, we should consider the coordination and unity of fonts and logos in combination, make careful planning of line spacing and modeling, and pay attention to the systematicness and extensibility of fonts, so as to adapt to the production of various media and different materials and the application of various items. The stroke, structure and font design of standard fonts in enterprises can also reflect the enterprise spirit, business philosophy and product characteristics. The standard drawing method is to arrange standard fonts in suitable squares or diagonal squares, and show the positional relationship of fonts such as height, width, size and angle.

4. standard color

the standard color of an enterprise is the established color used to symbolize the enterprise and applied to all media in visual identity design. Through the perceptual stimulation of color to psychological reaction, it can show the characteristics of enterprise's business philosophy and multi-product content, and reflect the enterprise's attributes and emotions. Standard color has a strong recognition effect in visual recognition symbols. The determination of enterprise standard colors should be based on the industry attributes of enterprises, highlight the differences between enterprises and peers, and create distinctive color effects. The selection of standard colors is based on international standard colors, and the use of enterprise standard colors should not be too much, usually no more than three colors.

5. Symbolic patterns

The symbolic patterns of enterprises are designed to match the basic elements and be widely used in various media. In terms of connotation, they should reflect the spirit of enterprises and play a role in setting off and strengthening the corporate image. Through the rich modeling of symbolic patterns, the corporate image established by symbolic symbols is supplemented, making its meaning more complete, easier to identify and more expressive. Symbolic patterns are simple and abstract in the form of expression, and have a comparative and harmonious relationship with logo graphics, and can also be designed by the modeling connotation of the logo or its components. When the basic elements are used in combination, it is necessary to have the rhythm of strength change and a clear relationship between primary and secondary, and make various planning and combination designs for application according to the needs of different media, so as to ensure the unity and standardization of enterprise identification, strengthen the visual impact of the whole system, and produce visual induction effects.

7. The slogan put forward by the enterprise is a summary of the enterprise concept, and it is a kind of written propaganda slogan developed by the enterprise according to its own marketing activities or ideas. The determination of enterprise slogan requires concise and catchy words. Accurate and loud enterprise slogans can inspire employees to work hard for enterprise goals inside the enterprise, express the goals and directions of enterprise development outside, and improve the impression of the enterprise in public psychology. Its main function is to supplement the image of the enterprise and the image of the enterprise product, so as to make the public understand the enterprise thinking in an instant and leave an unforgettable impression on the enterprise or product.

8. corporate mascots corporate mascots evoke the public's attention and goodwill with lovely people or personified images.

9. Special font

Special font is a unified design of the main characters, numbers and product names newly used by enterprises combined with external publicity characters. It mainly includes logo words designed for enterprise products and logo words designed for internal and external activities of enterprises, as well as mastheads and title fonts designed for newspaper advertisements, poster advertisements, film and television advertisements, etc.

CI application element system design

application element system design is a specific and clear stipulation on the application of basic element system in various media.

when the most basic elements of enterprise visual identification, such as logo, standard word and standard color, are determined, it is necessary to engage in the fine operation of these elements and develop various application projects. VI The combination system of each visual design element has different combination forms due to the scale of the enterprise and the content of the product. The most basic thing is to combine the standard words and signs of enterprise names into different units to cooperate with 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 strengthen the visual prayer through identity and systematization. The application factor system has the following contents.

1. Office supplies

The establishment and production of office supplies should fully reflect the strong unity and standardization, and show the spirit of the enterprise. The design scheme should strictly stipulate the arrangement order of office supplies, with the graphic arrangement, text format, color sets and all dimensions as the basis, so as to form a serious, complete, accurate and unified format of office supplies, giving people a brand-new feeling and showing the style of the enterprise, and at the same time showing the high concentration of modern office and the offensive of modern enterprise culture infiltrating into various fields. Including envelopes, stationery, notes, business cards, badges, work permits, invitations, folders, letters of introduction, bills, memos, information kits, official document forms, etc.

2. External architectural environment of enterprises

The design of external architectural environment of enterprises is a visual representation of corporate image in public occasions, and it is an open and distinctive group design and a system that marks the features of enterprises. With the help of the surrounding environment of the enterprise in design and practice, the enterprise identification mark is highlighted and emphasized, and it is implemented in the surrounding environment, which fully reflects the unified standardization and regularization of the enterprise image and the firmness of the enterprise image, so as to make the audience get a good impression in the dazzling city. It mainly includes: architectural modeling, flags, facades, signboards, public signs, road signs, advertising towers, etc.

3. Internal building environment of the enterprise

The internal building environment of the enterprise refers to the internal environmental image of the office, sales hall, conference room, lounge and delivery room of the enterprise. The design is to implement the corporate identity mark in the indoor environment of the enterprise, fundamentally shape, render and spread the corporate identity image, and fully reflect the unity of the corporate image. It mainly includes: internal departments of the enterprise.