CIS Enterprise Identification System
CIS Common Sense
What is CIS?
The term CI is familiar to most Chinese designers and companies. CI (Corperateidentity) is what we call the corporate identification system. CI originated in Europe, grew in the United States, and deepened in Japan. CI as an enterprise's identification system usually includes three aspects: MI concept identification, BI behavior identification, and VI visual identification.
1. Concept identification:
Concept recognition is the core of the enterprise identification system. It is not only the purpose and policy of enterprise management, but also includes a distinct cultural value. Externally it is the yardstick for enterprise identification, and internally it is the internal cohesion of the enterprise. Systematic CI engineering starts from concept identification, which is the starting point regardless of the theoretical structure or operating procedures.
Corporate concept identification is the key to the development and implementation of CIS. Whether a complete corporate identification system can be successfully developed mainly depends on the establishment and persistence of concept identification. Only by extending this ideological system to dynamic corporate activities and static visual communication design can a unique corporate image be perfectly created.
An enterprise's concept identification system includes four items: corporate mission, business philosophy, behavioral standards and activity areas.
(1) Corporate mission
Corporate mission is the most basic starting point in identifying corporate concepts and the driving force for corporate actions. Only by establishing a clear sense of mission can corporate members be satisfied The need for self-realization continues to stimulate their creative enthusiasm in order to win more widespread and lasting support, understanding and trust from the public. Even if a company is in operation, it will be lifeless or on the verge of bankruptcy.
(2) Business philosophy
Business philosophy refers to the basic business policies and values ??based on which ideas are used to run an enterprise. "How to do it" is the enterprise's management philosophy (Management Philosophy), which is the value standard and guiding principle pursued in the interpersonal communication within the enterprise and the enterprise's external business activities. Business philosophy is the basis of corporate personification, the soul and nerve center of corporate culture, a comprehensive approach to corporate overall design and overall information selection, and the logical starting point for all corporate behaviors. It is gradually formed in production and operation and has operational and practical characteristics. IBM Corporation of the United States firmly believes that "principles are the only holy book of an organization."
(3) Code of Conduct
The code of conduct is a series of behavioral standards and rules for employees within the enterprise related to the business activities of the enterprise. It reflects the specific requirements of the enterprise for its employees. Specifically, it includes service conventions, labor disciplines, work codes, codes of conduct, operating procedures, and attendance systems.
(4) Activity field
Domain refers to the technical scope or product field in which the enterprise should carry out activities. Corporate mission, business philosophy, and code of conduct are the theoretical categories of corporate philosophy. Concretely implement and reflect the application form of corporate philosophy that needs to be used in certain activities
(1) Slogans, slogans (2) Advertisements (3) Corporate songs (4) Corporate mottos (5) Regulations, manuals
In short, the practical scope and expression forms of corporate philosophy are not limited to these. What is important is that in the process of introducing CIS, enterprises should be good at creating a corporate concept identification vocabulary that is consistent with the actual situation of the enterprise and has individual characteristics, so that the corporate concept can be disseminated to the internal and external public better and faster.
2. Behavior identification:
Behavior identification is the "practice" in the enterprise's CI system. It is the way in which the corporate philosophy resorts to planned behavior in organizational systems, management training, behavioral norms, This is reflected in public relations, marketing activities, and public welfare undertakings, and internal and external communication organizations all use activities to reflect or implement their concepts. In CIS, behavior recognition is the broadest field, and it is also the field with the least systematic theoretical discussion so far.
The characteristics that enterprise behavior or activity identification should have are:
First, the unity of behavior (activity) identification. First of all, all behaviors (activities) of the enterprise must be highly consistent with the enterprise's philosophy (MI) and must not conflict with the enterprise's business philosophy. Secondly, all behaviors (activities) of the enterprise should be consistent from top to bottom, that is, all activities carried out by all employees and various departments of the enterprise must focus on one center, which is to serve the good image of the enterprise. Anything that goes against this purpose will be punished. Damage or destroy the unity of the corporate image.
The second is the uniqueness of corporate behavior (activity) identification. If an enterprise wants to win in a business war with numerous rivals, it should be guided by its corporate philosophy and identify its behavior (activities) to reflect a personality that is different from other enterprises, and this unique personality is what the public recognizes as an enterprise. basis, otherwise it will easily fall into a state of indifference, and the company will be submerged in the ocean of commodities. Therefore, companies should pay attention to the uniqueness and difference of corporate creation activities, because it is through this unique activity that consumers understand the company.
As far as a simple method of classifying categories is concerned, behavioral identification factors can be divided into two aspects: internal and external:
Internal aspect:
(1) Cadre education; (2) Employee education, service attitude, telephone courtesy, answering skills, service standards, work spirit;
(3) Production welfare; (4) Working environment; (5) Internal maintenance; (6) Production equipment;
(7) Waste treatment, pollution countermeasures; (8) Research and development.
External aspects:
(1) Market research; (2) Product development; (3) Public relations; (4) Promotional activities; (5) Circulation strategies;
(6) Agents, financial industry, and stock market strategies; (7) Public welfare and cultural activities.
Many of the issues involved in behavioral recognition are issues discussed in the theory of the relationship between corporate management and corporate governance. However, there are differences in categories and perspectives between the two. Different from the employee behavior considered in corporate management, CI behavior recognition focuses on the communication function of corporate personnel behavior. Different from the employee behavior discussed in company relations, the significance of CI behavior recognition lies in building the consistency and differentiation of behavior recognition. . One or two successful public relations activities do not necessarily have the performance of behavioral recognition. The key is to see whether you have a unified effect of recognition and whether it is conducive to the construction of intelligence integration in CI relationships.
From a communication perspective, CI behavior recognition can be divided into internal and external behavior recognition of enterprises according to the nature and channels of communication. Internal behavior recognition is the basis for external behavior (activity) recognition; external behavior (activity) recognition is the extension and expansion of internal behavior recognition.
Organizational behavior is a reasonable component of behavior recognition, and the organizational structure of organizational behavior itself has become an effective symbol of behavior recognition, which has internal and external recognition functions.
3. Visual identity:
Visual identity conveys corporate philosophy and values ??to the society in an organized and planned manner through a static and concrete form of visual communication, establishing a sense of corporate unity. Identify the image. The visual identity system consists of two parts: basic design elements and application design elements. It is the most direct and intuitive expression of the corporate image.
The corporate visual identity system, or VI system, is an important part of the overall CI strategy. It is an international universal design and generally includes two parts: the basic level and the application level. It embodies the corporate image and enables the public to clearly understand the corporate hopes at a glance. the message conveyed.
Corporate image design must grasp the internal identity and external differences, that is, the entire VI system (including basic systems and application systems) must be complete, unified and universal, while at the same time showing individuality and distinctiveness to the outside world. different.
The characteristics of visual identity are: paying attention to visual impact, emphasizing unified and standard symbols, and pursuing simplicity.
A complete set of VI generally includes a basic part and an application part, the most important of which is the development of the logo (LOGO).
The corporate logo is the core of the VI system. It is the refinement of corporate culture, business philosophy, corporate purpose, and goals. In the VI system, the logo is the most widely used and most frequent element, and has the leading role in activating all visual design elements. strength. Create a logo whose theme is taken from the company's theme material. Usually, as another component of the corporate image, the company's auxiliary logo is used, that is, some visual graphics are used to assist the corporate logo, strengthen the corporate character, and express the characteristics of products and services;
Around the 1950s , the rise of visual identity (VI) in the United States.
The background is influenced by the American "car culture". At that time, the highway network had been formed, which put forward new requirements for road traffic signs. In order to adapt to high-speed driving and complex driving paths, unified and concise traffic identification symbols appeared. American marketing experts have transferred this concept to business communication, believing that consumers are just like drivers driving at high speeds. Facing the complex identification environment of entertainment venues, competing companies therefore need to have concise and unified symbols to capture consumers (and all relevant audiences).
The idea of ??this standard symbol system is also widely used in various public occasions.
Visual information communication accounts for the largest proportion in the entire communication, and company identification is mainly based on visual graphics. Its basic elements include: trademark, standard colors, standard words, etc. IBM and McDonald's are representatives of American companies using VI at this stage.
Image connotation:
What is image? It is specific activities and gestures that can arouse people's thoughts or emotional activities. Corporate image is people's perception of a company.
Corporate image is one of the key factors that determine the survival and development of an enterprise in competition. The composition of corporate image, that is, its connotation, can be divided into the following three forms of expression:
1. Material manifestation. Including office facilities, equipment, product quality, environment, group logo, decoration, financial strength, etc. The most important of these is product quality, which is the core of establishing a corporate image and the first impression on people.
2. Social expression. Including enterprise workforce, talent lineup, technical strength, economic benefits, work efficiency, public relations, management level, etc. The most important thing is employee quality.
3. Spiritual expression. Including the enterprise's beliefs, moral standards, and slogan spirit.
The elements of corporate image mainly rely on the inner spiritual quality. The elements of corporate image are reflected in product image, environmental image, employee image, entrepreneur image, and corporate image. Relationship image, social image, overall image.
Principles for introducing CIS:
Strategic principle;
Nationalization principle;
Adhere to personalization
Identity principle;
5. Systematization principle;
6. Dissemination principle.