Comprehensive information on corporate image recognition system

Corporate Identity System CIS (Corporate Identity System), CI is the abbreviation of English Corporate Identity, also called CIS in some literature, is the abbreviation of English Corporate Identity System, literally translated as Corporate Identity System, free translation is corporate image design. CI means that an enterprise consciously and plannedly proactively displays and disseminates various characteristics of its enterprise to the public, so that the public can have a standardized and differentiated impression and understanding of a specific enterprise in the market environment, so as to Recognize better and leave a good impression.

CIS is generally divided into three aspects, namely the enterprise's concept identification - Mind Identity (MI), behavioral identification - Behavior Identity (BI) and visual identification - Visual Identity (VI). Corporate philosophy refers to the value principles and cultural concepts that are unanimously recognized and followed by the enterprise formed in the long-term production and operation process, as well as the business direction, business ideas and business strategic goals determined by the corporate value principles and cultural concepts. . Corporate behavior identification is the behavioral expression of corporate philosophy, including various internal and external behaviors of corporate employees under the guidance of the philosophy, as well as various production and operation behaviors of the company. Corporate visual identity is the visualization of corporate philosophy. It expresses and conveys corporate philosophy to the public through media and methods such as corporate image advertising, logos, trademarks, brands, product packaging, corporate internal environment layout, and factory appearance. The core purpose of CI is to convey corporate philosophy and establish corporate image through corporate behavior identification and corporate visual identification. Basic introduction Chinese name: Corporate Identity System Foreign name: Corporate Identity System Composition: concept recognition, behavior recognition and visual recognition Strategic principles: strategic, national, personalized, holistic Basic elements: corporate name, corporate logo, etc. Functions: Produce a good corporate image with historical development, strategic principles, composition, concept recognition, behavior recognition, visual recognition, basic elements, corporate name, corporate logo, corporate standard fonts, standard colors, symbolic patterns, corporate slogans, Corporate mascots, special fonts, application elements, office supplies, corporate external architectural environment, corporate internal architectural environment, transportation, clothing and accessories, advertising media, product packaging, gifts, displays, printed publications, functions, evaluations , Design Planning, Historical Development of CI Early CI The early practice of CI can be traced back to 1914 when the German AEG Electrical Company pioneered CI. AEG adopted the trademark designed by Peter Behrens for the first time on its series of electrical products, which became the prototype of a unified visual image in CI. Immediately afterwards, between 1932 and 1940, the United Kingdom implemented the London Underground Railway project. This project was led by Frank Beeke, president of the British Industrial Design Association, and was called a classic of "design policy." The birth of CI After World War II, the international economy recovered, and business operators felt the importance of establishing a unified identification system and shaping unique business concepts. Since 1950, major European and American companies have introduced CI. In 1956, the International Business Computer Company of the United States took the company culture and corporate image as the starting point to highlight the spirit of manufacturing cutting-edge technological products, and designed the company's full name "International Business Machines" into a blue "IBM" with a sense of quality and a sense of the times. ". Even though this eight-striped standard character has become the image representative of "Blue Giant" in the following forty years, that is, synonymous with "avant-garde, technology, and wisdom"; it is also an important symbol of the official birth of CI. After the 1960s, corporate CI leaders in European and American countries emerged as a trend.

The representative work of the 1960s was RCA, which expanded from the radio industry to eight fields including information and entertainment; the representative work of the 1970s was the Coca-Cola logo composed of strong red, unique bottle shape, and rhythmic stripes. In short, the period from the 1960s to the 1980s was the heyday of European and American CI. After the 1970s, Japanese companies and Chinese companies also began to create their own CIs after the 1990s, making it a worldwide trend. Strategic Principles According to the requirements of CI strategic theory and operational techniques, the successful implementation of CI strategy should follow the following principles: (1) Adhere to strategic principles. Since it is a modern corporate image strategy, it must have long-term, overall and strategic characteristics. CI strategy should be based on the present and take a long-term view. It is by no means a short-term plan for 1-2 years, 3-5 years, but the company's specific development steps and implementation strategies for the next 10, 20 years or even longer. Enterprises should adhere to strategic principles (2) Adhere to national principles. "The more national it is, the more global it is." CI strategy is to design and plan oneself from the direction of enterprise development and operation. The foundation of CI's creativity, planning and design work should be based on our nation's cultural tradition, consumer psychology, aesthetic habits, artistic taste, etc. Only then can it be possible for Public recognition leads to success. (3) Adhere to the principle of personalization. CI strategy is a differentiated strategy implemented by enterprises in the enterprise group in order to create a perfect overall image. The important point is that the enterprise image must have distinctive personality characteristics and unique characteristics, and cannot be "one size fits all". IBM and Coca-Cola are examples of individual success. (4) Adhere to the principle of integrity. From the three aspects of CI, they are not disconnected from each other, but must be consistent and coordinated externally and internally. BI and VI serve MI, and they are beautiful on the outside and beautiful on the inside, which is worthy of praise. It has always been difficult to evaluate the effectiveness of CI because it involves a wide range and its effectiveness is difficult to quantify. The Nikkei Research Institute of Japan has designed a CI effect survey index system, including three categories: market factors, appearance factors and modern factors. Different companies will pay attention to different factors when introducing CI. Japan's Nikkei Research Institute believes that a company's sales and advertising awareness are the decisive factors in evaluating the effectiveness of CI. Chinese scholars have also conducted in-depth research on this and proposed a more detailed and scientific quantitative evaluation system for the CI introduction effect, including MI, BI external activity identification part, BI internal activity identification part, VI application elements part, VI basic There are 30 indicators in 5 categories including the element part. This set of indicators reflects the content of CI in a comprehensive and detailed manner, but the indicators are relatively abstract and there are certain problems in actual application. It should be said that CI introduction is a process in which an enterprise pursues the harmonious unity of inner and outer beauty, and at the same time, the implementation of the enterprise's CI strategy is a systematic project that continues to move and develop. It requires enterprises to revise, supplement and innovate according to their own different situations in each period, so that enterprises can maintain and exert the powerful role and advantages of CI for a long time. Composition The CI system is composed of three aspects: Mind Identity (MI), Behavior Identity (BI), and Visual Identity (VI). Concept identification 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. Behavior recognition is a dynamic recognition form formed by the company's actual business philosophy and the principles for creating corporate culture, as well as the unified planning of the company's operating methods.

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 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. 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. Transportation Transportation is a fluid and open way of corporate image communication. Its multiple flows and instant memories build up the corporate image intentionally or unintentionally. 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 should be strong to attract people's attention and maximize the visual effect of their mobile advertising. Mainly include cars, minibuses, buses, trucks, tool trucks, etc. The neat and elegant uniform design of 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 strict employee discipline and responsibility for the enterprise. In mind, the design should strictly distinguish the scope, nature and characteristics of the work, and conform to the attire of different positions. Mainly include manager uniforms, management uniforms, employee uniforms, ceremonial uniforms, cultural shirts, ties, work uniforms, badges, etc. Advertising media companies choose various media advertising forms for external publicity. It is a long-term, holistic, and highly promotional communication method that can convey corporate information to the widest range and at the fastest speed in the short term. , is the main means for modern enterprises to convey information. Mainly include TV advertisements, newspaper advertisements, magazine advertisements, street sign advertisements, poster advertisements, etc. Corporate gifts are also an effective form of advertising. Product packaging is the economic source of the enterprise. Product packaging plays the role of protecting, selling, and disseminating the image of the enterprise and products. It is a symbolization, informationization, and commercial circulation. The corporate image 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. 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 corporate logos and for the purpose of spreading corporate image. The combination of corporate image is expressed in 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. Display 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. It mainly includes window display, exhibition display, shelf product display, display product display, etc. Printed Publications The company's printed publications represent the company's image directly to the company's stakeholders and the general public.

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.