Enterprise identification system (CIS)

Corporate identity system is the Chinese translation of English "Corporate identity Sestem", abbreviated as CIS. It is generally believed that his theory originated in the United States. Many famous brands in the world, such as IBM, McDonald's, Coca-Cola, Panasonic, Sony, Canon and so on. , with the help of CIS modern business strategy to dominate the world.

In the mid-1950s, under the advocacy of its design consultant: "communicate the advantages and characteristics of IBM through some designs, so that the company's design can be unified in application", IBM of the United States took the lead in implementing CI design.

In the early 1960s, some large and medium-sized enterprises in the United States took certain elements that could completely establish and represent their image as a business strategy, hoping that it would become an effective means of corporate image communication.

Including the overall publicity strategies and measures for corporate image to penetrate into various fields. After a long period of time, this complete planning and design has been widely recognized by people and officially named as enterprise identification system.

In 1970s, CI theory was introduced into Japan, and a few farsighted enterprises took the lead in introducing CI, which gradually had an impact.

In 1980s, some enterprises in southern China began to try CI. Guangdong Sun God Group is considered to be the first enterprise in China to introduce CIS. Through the display of visual elements, it better embodies the business philosophy and style of the enterprise.

1988 CIS introduced into Guangdong, the frontier of China's reform. With the introduction of CI by Guangdong Sun God Group Co., Ltd. as a symbol, China enterprises have entered a new CI period. Subsequently, it spread in the coastal areas of China and the vast mainland, including the introduction of CI strategy by large state-owned enterprises such as China Telecom, China Construction Bank and Daqing Petroleum Administration Bureau, which pushed "China CI" to a new climax. However, compared with "American Ci" which originated in 1960s and "Japanese Ci" which matured in 1970s and 1980s, China Ci is still in its introductory period. CI theory needs to be deepened, enterprises urgently need the guidance of mature theory to introduce and carry out CI operation, and need successful cases to provide operational ideas; The historical experience of introducing CI into China enterprises needs to be summarized and sublimated, and the characteristics of "China CI" need to be further studied; However, the systematic research results in this field have not yet appeared.

CI-S mainly includes three parts, namely MI (spiritual identity), BI (behavior recognition) and VI (visual recognition). There are also: quality identification (QI), employee identification (PI), marketing identification (SI), management identification (AI) and so on. Among them, the core is MI, which is the highest decision-making level of the whole CIS, laying the theoretical foundation and code of conduct for the whole system and expressing it through BI and VI. All behavioral activities and visual design are carried out around the center of MI, and successful BI and VI are to accurately express the unique spirit of the enterprise.

BI directly reflects the individuality and particularity of corporate philosophy, including internal organization, management and education, external public relations, promotion activities, and funding social and cultural activities.

VI is the visual identification system of an enterprise, including the basic elements (enterprise name, enterprise logo, standard text, standard color, enterprise modeling, etc. ) and application elements (product modeling, office supplies, clothing, signboards, vehicles, etc. ). Through the visual communication design of specific symbols, it directly enters the human brain, leaving the visual image of the enterprise.

Corporate image is an important intangible asset of the enterprise itself, because it represents the reputation of the enterprise, product quality, personnel quality, stock ups and downs and so on.

Although shaping corporate image may not bring economic benefits to enterprises immediately, it can create good social benefits, gain social recognition and values, and finally receive economic benefits transformed from social benefits. This is a major long-term investment in intangible assets.

The future enterprise competition is not only the battle of product quality and variety, but also the battle of enterprise image. Therefore, shaping corporate image has gradually become a long-term strategy for enterprises with long-term vision.

CI implementation plan worksheet

1, the beginning and confirmation of CI plan

◆ The CI import plan was approved, and the implementation of the CI plan was officially recognized within the company.

◆ CI related supervisors and other relevant personnel in the company shall confirm the work.

◆ Conclude a basic contract with the organization (external personnel) entrusted by the company.

2. The establishment of 2.CI committee, etc.

◆ Establish CI committee.

◆ Select the person in charge of the transfer committee and the person in charge of the bureau.

3. System check

◆ Check the expected results and current situation of CI with the CI Committee as the center.

◆ When necessary, notify relevant units to participate in the discussion.

4. Description table

◆ Please write down the current situation of CI and the expectations of the company's key employees.

◆ Take back the instructions and sort them out after analysis.

5, system arrangement, CI import strategy confirmation and decision

◆ Organize the CI system according to the inspection results and explanation table of the system.

◆ Clarify the promotion policy of CI plan.

◆ If necessary, an executive committee can be set up to assist.

6. Field visit to the Division and Circulation Department

◆ Do a good job in confirming the policies of foreign personnel.

In order to let outside employees know about the company, they can be arranged to go to the business department and distribution department of the company. Conduct a field trip.

7. Information transmission activities within the company

◆ Arouse the CI awareness of the company's employees, conduct internal enlightenment education, and let employees become the transmitters and media of planning information.

Issue CI News and other publications, carry out internal enlightenment activities, and hold briefing sessions for employees at all levels.

8. Survey system planning

According to the system, the investigation object, method and theory are arranged for the purpose of objectively investigating the real situation of corporate image.

◆ Confirm the investigation policy.

9. Determination of survey design, survey objects and methods

◆ Select survey objects and methods, and design relevant survey questions and questionnaires.

◆ Predict the investigation work in advance and choose the appropriate investigation organization.

◆ Determine the overall agenda of the investigation.

10, the selected investigation institution.

◆ Sign a contract with the selected investigation agency.

◆ Confirm the detailed schedule of investigation sequence and investigation contents.

1 1, investigation preparation

Make preparations according to the survey plan, such as sampling, printing questionnaires and assigning survey work.

◆ Adjust and agree on the access object in advance.

12, actual investigation

◆ Investigate the internal and external environment of the company.

◆ Sort out the collected questionnaires and arrange statistical analysis assignments.

Statistical analysis of survey results.

◆ After the quantitative survey is completed, make statistical analysis according to the survey data.

◆ Collect and sort out the data of qualitative survey results.

14, project terms

According to the needs of intelligence projects, a questionnaire was designed.

◆ Put on record the scheme of project provision mode and time limit, and at the same time make the handover and explanation of internal work.

◆ Organize the results collected by the project.

15, visual inspection

◆ Analyze the old identification system and identification elements, and visually review the design.

16, visit manager

◆ Visit the person in charge directly to find out his intentions.

◆ Ask the person in charge of enterprise management about the business philosophy, so as to understand the company's future activities and explore.

About visual problems and so on.

17, analysis, investigation and analysis results

According to all the survey results, analyze the significance of these data.

◆ Find out the problems existing in the company's current image activities in order to explore the correct direction in the future.

18, making a general concept report.

◆ According to the comprehensive investigation results, the CI concept was put on file.

◆ Corporate thinking, corporate image and identification issues have been fully examined and summarized.

19, release of general concepts

◆ Ask the company's senior management (or board of directors) to explain the general concept.

◆ Review the content of the overall conceptual scheme and decide the implementation policy and content.

20, the construction of enterprise concept system

According to the implementation policy and content of the overall concept, check the problem of expressing the new enterprise concept system.

◆ Senior executives decide the performance content of the company's new enterprise concept, which is formally passed after inspection.

◆ Complete the CI plan and receive the business of the new management system.

2 1, enterprise logo system reconstruction

According to the overall concept and the new enterprise concept, decide the company name and logo, as well as issues related to logo and individual logo.

◆ After the seasonal operation of rebuilding the enterprise identification system is completed, strive for the recognition inside and outside the company.

22. Change the company name and address.

◆ After deciding to change the company name, select several new names first, and then decide the new company name after investigation. name of the company

The same is true of changing methods.

◆ Go through the necessary formalities.

23. Make CI design and development plan.

◆ According to the general concept and the conclusion of changing the company name, sort out the design and development conditions.

◆ When it is necessary to rely on external design, the Essentials of Design and Development or the Design and Development Guide should be formulated first.

24, design assistant selection, contract

◆ Select the designer or design company responsible for CI design and development.

◆ A contract must be signed with the responsible designer or organization according to the "Design and Development Essentials".

25, the selected designer

◆ After the designer is selected, he should prompt the development conditions and standards of survey results, and explain various problems related to design and development.

26. Introduce the basic form of design.

◆ After the designer completes the basic design form centered on the basic elements, it must be submitted to the CI Committee and the Board of Directors.

◆ Review this design case.

27, design test

◆ When necessary, the tested object can be designated to carry out the reaction test and visual recognition test of the newly designed basic form.

28. Legal verification

◆ Verify design cases such as trademarks and logos.

Take necessary legal measures such as trademark registration.

29. Decide on the basic form and improvement of the design.

◆ From several basic form design cases, the basic form of enterprise design is selected through discussion.

◆ The selected design cases are refined by many designers.

30. Develop enterprise slogans.

◆ Make corporate slogans as a part of basic design elements, or solicit them publicly within the company.

Slogan measures.

◆ After the corporate slogan is determined, it should be incorporated into the design system.

3 1, basic design elements and system scheme.

◆ Develop basic design elements with basic design form as the center, and explain the proposal of design system.

Focusing on the combination of basic design elements, the design rules are decided through discussion.

32. Basic design manual

◆ Edit the basic design manual

◆ Print basic design manual.

◆ Make a proof for plagiarism.

33. Make the plan public.

◆ Plan, design and publish it after development.

◆ Plan the release policies, timing, methods and expenses.

34, the company's internal communication plan

◆ Formulate effective complaint methods, and effectively transmit the results of CI to all employees.

◆ The policy, timing, method, sequence, data and cost of message transmission should be well planned.

35. Applicable application plan

How to make the developed new design suitable for specific projects must be planned in detail.

◆ Reasonably arrange the principles, timing, methods and expenses of the applicable plan.

◆ Organize the new design to celebrate the conditions of various projects.

36, application design and development

◆ Make the basic design specific for the application project.

◆ Check the specific project of commissioning.

37. Application Design Manual

◆ Edit the application design manual

◆ Print the application design manual.

38, the application of new design

◆ Carry out actual production according to the newly designed new project and application plan.

39, planning and production of internal electrical appliances.

◆ Make instruments for information transmission within the company.

◆ Make a concept manual of information transmission within the company.

40, internal release

◆ Publish CI results internally and implement employee education.

4 1, published

◆ Publicize CI achievements, as well as changes in corporate philosophy and corporate identity.

◆ Issue publications covering CI news.

Publicly publish activities by using advertising media.

◆ Notify each transaction object.

42. Implementation of CI related plans

◆ For the relevant plans of CI, its practical application in the company and effective implementation methods must be considered.

43, the implementation of CI management system

◆ Manage and maintain the operating system designed by CI.

◆ Decide the termination and continued management of CI related plans, and establish a new enterprise information development management system.

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