Corporate culture is the values, beliefs and behaviors that an enterprise agrees with and follows. Generally speaking, corporate culture can be divided into four levels: concept, system, behavior and material.
The conceptual layer is the core, including vision, mission, values, spirit, corporate philosophy, business philosophy, management philosophy, etc.;
The institutional layer includes various corporate systems and norms, especially It is a system of human resources, closely related to corporate culture;
The behavioral layer mainly includes the management behaviors of senior, middle, grassroots and employees, which reflect the company's culture;
The material layer mainly includes the company's VI, office environment, sculptures, internal magazines, bulletin boards and other visible things that can reflect the company's culture;
Definition of trademark: World Intellectual Property Organization (World Intellectual Property Organization) Answer from the official website of WIPO: A trademark is a distinctive sign that identifies a product or service as being produced or provided by a specific individual or enterprise. The origins of trademarks date back to ancient times, when craftsmen imprinted their signatures or "marks" on their works of art or utilitarian products. Over the years, these marks evolved into today's trademark registration and protection system. This system helps consumers identify and purchase a product or service because the nature and quality of the product or service indicated by the unique trademark on the product or service meets their needs.
According to the Trademark Law of the People's Republic of China (2001 Amendment), visible signs (including text, graphics, letters, numbers, three-dimensional logos and color combinations, and combinations of the foregoing). In most cases, a trademark can be used without registration, or registration can be applied for.
3. The translation of logo into English is logo.
A logo is a mark that indicates the characteristics of something. It uses simple, significant, and easily identifiable objects, graphics, or text symbols as intuitive language. In addition to what it represents and what it replaces, it also has the function of expressing meaning, emotion, and instructing actions.
Logo, as a special way of intuitive connection between human beings, is not only ubiquitous in social activities and production activities, but also serves the fundamental interests of the country, social groups and even individuals. It is increasingly showing its extremely important and unique functions. For example, the national flag and national emblem, as symbols of a country's image, have special meanings that are difficult to express accurately in any language or text. Public place signs, traffic signs, safety signs, operation signs, etc., have an intuitive and quick effect in guiding people to carry out orderly and normal activities and ensuring the safety of life and property. Special signs such as trademarks, store logos, and factory logos have great practical value and legal protection for developing the economy, creating economic benefits, and safeguarding the rights and interests of enterprises and consumers. Almost all major domestic and foreign events, conferences, sports games, postal transportation, finance and trade, institutions, groups and individuals (stamps, signatures) all have signs that indicate their own characteristics. These signs play a role in communication, exchange and publicity from various angles. , promote the progress of social economy, politics, science and technology, and culture, and protect their respective rights and interests. As international exchanges become more and more frequent, the characteristics of logos, such as being intuitive, vivid, and free from language and text barriers, are extremely conducive to international communication and application. Therefore, international logos have been rapidly promoted and developed, becoming one of the most effective means of visual transmission. , becoming an intuitive communication tool for human beings.
IV. Definition of VI
VI stands for (Visual Identity), which is translated as visual identification. It is the most communicable and infectious level in the CIS system.
83% of the external information perceived by people reaches people's minds through visual channels. In other words, vision is the most important and main channel for people to receive external information.
The visual identification of corporate image is to transform the non-visual content of CI into static visual identification symbols, which can be disseminated most directly at the broadest level in an extremely rich and diverse application form.
Scientific design and implementation of favorable visual identity are a quick and convenient way to spread corporate business philosophy, build corporate visibility, and shape corporate image.
5. Definition of CI
CI is the integration and communication of an enterprise's business philosophy and personality characteristics through a unified visual identification and behavioral norm system, so as to create a consistent consensus among the public. Identity and values, so as to achieve a modern corporate management strategy that establishes a distinct corporate image and brand image, improves product market competitiveness, and creates the best operating environment for the company.
Their relationship is that CI contains VI and LOGO