What are the design essentials of ci?

Definition and function of competitive intelligence

CI design was first put forward by the United States in 1960s, and was widely popularized and applied in Japan in 1970s. It is a brand-new idea for modern enterprises to move towards integration, visualization and systematic management. Its definition is: put the management idea into spiritual culture, and convey it to the enterprise and the public by using the overall communication system (especially the visual communication system), so that it can have a consistent sense of identity or values for enterprise production, thus forming a good corporate image and a design system for promoting products.

CI system (enterprise identification

Enterprise Identification System (System) is the embodiment of internal and external management behavior caused by large-scale operation of enterprises. In today's international market, the competition is more and more fierce. The competition among enterprises is no longer the competition of 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 changes in the market environment. At present, market competition is first of all a phenomenon competition. We should implement corporate image design, corporate image competition, corporate image design and corporate image strategy. In order to unify the box, enhance the image power of the enterprise, and make the enterprise image show a side that meets the requirements of social values, the enterprise must carry out image management and image design.

CI design system is based on enterprise positioning or business philosophy, and through visual and sound means, it carries out organized, systematic and unified comprehensive design on all aspects including internal management, external relations activities, advertising and other publicity activities, so that these aspects of the enterprise can appear in front of the public in a unified form and produce a good corporate image.

As a complete corporate image design system, CI is a complete and ideal method to establish and convey corporate image. Through CI design, enterprises can form standardized design and management for their own office systems, production systems, management systems, management, packaging, advertising and other systems, thus mobilizing the enthusiasm of each employee of the enterprise and participating in the development strategy of the enterprise. Divide the responsibilities and obligations of enterprises through integrated symbolic forms, so that enterprises can operate effectively in various functional departments, establish a distinct personality image of enterprises, distinguish their products from other similar products, stand out from their peers, help enterprises create brand effects and occupy the market quickly and effectively.

The implementation of CI system can make the 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 executable management principles and norms, and quote 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 delivery, so that the public can accept a large number of information disseminated by enterprises, 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 better sold and bring better social and operational benefits to enterprises.

Composition of competitive intelligence system

CI system consists of MindIdentity (MI) and BehariourIdentity.

BI) and VIsual identity (vi).

1, spiritual identity (MI)

It is to establish the unique business philosophy of the enterprise, and it is also the identification system of business philosophy such as design, scientific research, production, marketing, service and management in the process of production and operation of the enterprise. It is the overall planning and definition of current and future business objectives, business philosophy, 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 recognition

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

3. Visual recognition (VI)

It is a complete visual communication system based on enterprise logo, standard font and standard color. It is a concept that transforms abstract semantics such as enterprise concept, cultural characteristics, service content and enterprise norms into concrete symbols and shapes 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 and flags.

Signs, signs, windows, displays, etc. Visual recognition (VI) has the most spreading power and infectivity in CI system, and is easily accepted by the public, so it has a dominant position.

Design of Visual Identification System

In CI design system, visual recognition design 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, and form the inherent visual image of the enterprise. It is a visual symbol designed uniformly throughout the country, which is used to convey the spirit of enterprise and business philosophy and effectively enhance the visibility and image of enterprises and their products. Therefore, enterprise identification system is based on visual identification system, which fully embodies the basic spirit of enterprise identification, makes enterprise products famous all over the world, and plays a direct role in promoting products to enter the market. VI design intuitively shows the business philosophy and spiritual culture of the enterprise, thus forming a unique corporate image, which has its own value of the image.

VI Design the combination system of various visual elements with different combination forms due to the scale of the enterprise and the product content. Usually, the most basic thing is that the standard words and signs of enterprise names 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, and the visual appeal should be strengthened through unity and systematization.

Basic element system design

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

1. Enterprise name

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

2. Company logo

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

3.

Enterprise standard fonts include Chinese, English or other characters, and the standard fonts are designed according to the enterprise name, brand name and address. 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 purposes, the font can be determined by the full name or abbreviation of the enterprise. Font design requires that the font be 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 the combination of fonts and logos, carefully plan the line spacing and modeling, and pay attention to the systematicness and extensibility of fonts to adapt to the production of various media, different materials and the application of various items. The strokes, 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 into suitable squares or diagonal squares, and display the positional relationship of fonts such as height, width, size and angle.

4. Standard color

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

5. Symbolic mode

The design of enterprise logo pattern is to cooperate with the wide application of basic elements in various media. It should embody the spirit of enterprise in connotation 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 expression, and have a harmonious relationship with logo graphics. They can also be designed through the modeling connotation of the logo or its components. When the basic elements are used in combination, there should be a rhythm of strong and weak changes and a clear primary and secondary relationship. According to the needs of different media, a variety of planning and combination design should be applied to ensure the unity and standardization of enterprise identification, strengthen the visual impact of the whole system and produce visual guidance effects.

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

8. Corporate Mascots Corporate mascots use cute people or anthropomorphic images to attract public attention and goodwill.

9. Special fonts

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

Design of competitive intelligence application element system

The design of application element system is to specify the application of basic element system in various media.

When the most basic elements of enterprise visual identification, such as logo, standard words and standard colors, are determined, we should 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 visual prayer through identity and systematization. The application factor system has the following contents.

1. Office supplies

The setting and production of office supplies should fully reflect the strong unity and standardization, and show the enterprise spirit. The design scheme should strictly stipulate the arrangement order of office supplies, and form a serious, complete, accurate and unified office supplies format based on graphic arrangement, text format, color setting and various dimensions, giving people a brand-new feeling, showing the elegance 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. Enterprise external building environment

The external architectural environment design of enterprises is the visual presentation of corporate image in public places, an open and distinctive group design, and a system that marks the face of enterprises. In the design and practice, with the help of the surrounding environment of the enterprise, the enterprise identification mark is highlighted and emphasized, and implemented in the surrounding environment, which fully embodies the unity, standardization, regularity and firmness of the enterprise image and makes 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. Enterprise internal building environment

The internal building environment of an enterprise refers to the image of the internal environment such as office, sales hall, conference room, lounge and delivery room. The design is to put the corporate identity logo into 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: signs of various departments within the enterprise, corporate image signs, flags, tags, pop advertisements, shelf signs, etc.

4. Transportation facilities

Transportation is a mobile and open way to spread corporate image. It flows many times, giving people instant memories and establishing corporate image intentionally or unintentionally. When designing, we should specifically consider their characteristics of movement and rapid flow, and use standardized words and colors to unify the design effects of various vehicle appearances. Enterprise logo and font should be eye-catching and strong in color, so as to attract people's attention and maximize the visual effect of its mobile advertising. Mainly including cars, CMB, buses, trucks, tool carts, etc.

5. clothes

The uniform design of neat and elegant clothes in enterprises can improve employees' sense of belonging, honor and ownership, change employees' mental outlook, promote the improvement of work efficiency, and make employees have strict discipline and responsibility for enterprises. The design should strictly distinguish the scope, nature and characteristics of the work, and conform to the clothing of different positions. There are mainly manager uniforms, manager uniforms, employee uniforms, etiquette uniforms, cultural shirts, ties, work hats, badges and so on.

6. Advertising media

It is a long-term, holistic and highly publicized way for enterprises to choose various forms of advertisements for publicity. It can transmit enterprise information at the fastest speed and in the largest range in a short time, and it is the main means for modern enterprises to transmit information. There are mainly TV advertisements, newspaper advertisements, magazine advertisements, street sign advertisements and poster advertisements.

7. Product packaging

Products are the economic source of enterprises, and product packaging plays a role in protecting, selling and spreading the image of enterprises and products. It is a symbolic, informational and commercialized corporate image, which represents the corporate image of producing this product and symbolizes the quality and price of goods. Therefore, systematic packaging design has a strong promotion effect. Successful packaging is the best and most convenient way to publicize, introduce enterprises 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 and so on.

Step 8 give gifts

Corporate gifts are mainly for corporate image or enterprise spirit, visualization and humanization, and are used to connect feelings, communicate and coordinate relationships. They are based on corporate identity recognition, with the purpose of spreading corporate image, and express corporate image combination in daily necessities. Corporate gifts are also an effective form of advertising, mainly including T-shirts, ties, tie clips, lighters, key cards, umbrellas, commemorative stamps, gift bags and so on.

9. Show

Exhibition is to use advertising media to highlight corporate image and spread corporate products or sales methods in corporate marketing activities. Design should highlight the overall activities of the exhibition. In the design, we should emphasize the sense of wholeness, order and novelty to show the enterprise spirit. It mainly includes window display, exhibition display, shelf display, display display and so on.

10. Print publications

Articles printed and published by enterprises represent the image of enterprises, and directly meet the stakeholders of enterprises and the public. The purpose of the design is to achieve a good visual effect, fully embody the strong unity and standardization, show the enterprise spirit, arrange consistently, fix the printing font and typesetting format, place the enterprise logo and standard words in a specific layout style, create a unified visual image and strengthen the public impression. It mainly includes enterprise introduction, commodity description, product introduction, enterprise introduction, calendar, etc.

CI design planning process

The design, planning and implementation of introducing CI is a step-by-step and planned operation, and the overall planning is carried out, integrating the experience of domestic and foreign enterprises in introducing CI. Its operation process can be roughly divided into the following five stages:

1. Grasp the company's present situation, external cognition and design status in the actual investigation stage of the enterprise, and confirm the actual image cognition of the enterprise.

2. Image concept establishment stage

According to the investigation results, the internal and external cognition and market environment problems in various design systems are analyzed, and the basic concepts of company positioning and image are drawn up, which is the principle basis of CI design planning.

3. Design, operation and development stage

According to the basic image concept of the enterprise, it is transformed into concrete and visible information. And after careful work, in the test investigation, to determine the integrity and compliance with the enterprise's identification system.

4. Complete the import phase

The key points are the priority of implementing projects, the planning of enterprise advertising activities and the organization of CI?