CI planning and design must grasp basic principles such as identity, difference, nationality, and effectiveness.

1. Identity

In order to achieve the consistency and consistency of corporate image external communication, unified design and unified mass communication should be used, and perfect visual integrated design should be used to integrate information With the understanding of personalization, clarity and order, unify the image on various forms of communication media and create a unified corporate philosophy and visual image that can be stored and disseminated. Only in this way can the corporate image be concentrated and strengthened, and information dissemination be more efficient. To be quick and effective, leaving a strong impression and influence on the public.

Standardize various elements of corporate identity, from corporate philosophy to visual elements, adopt the same standard design, adopt the same model for external communication, and insist on long-term consistent use without making changes easily.

To achieve identity and realize the standardized orientation of CI design, it is necessary to use simplification, unification, series, combination, universal and other methods to comprehensively reshape the corporate image.

Simplification: Refining the design content to make the organizational system as clear and concise as possible while meeting the needs of promotion, and optimize the system structure. For example, in the VI system, the combination structure of the constituent elements must be simplified to facilitate the implementation of standards.

Unification: In order to make information transmission consistent and easy for the public to accept, factors that are not unified between the brand and corporate image should be adjusted. The brand, company name, and trademark name should be as unified as possible to give people a unique audio-visual impression. For example, the Huadeng brand Beijing Chun Liquor produced by Beijing Niulanshan Distillery has very inconsistent factory name, trademark, and product name. It is difficult for people to remember it when the advertisement is broadcast on the Central Radio Station. If the three are unified, the information will be simple and concentrated. Its communication effect will be greatly improved.

Series: Reasonably arrange and plan the parameters, form, size, and structure of the design object combination elements. For example, the advertising and packaging systems in the corporate image strategy are serialized to give them family-like characteristics and a distinct sense of identification.

Combination: Combine the basic design elements into a universal and strong unit. For example, in the VI basic system, combine logos, standard words or symbolic graphics, corporate shapes, etc. into different formal units, which can be flexibly used in Different application systems can also stipulate some prohibited combination specifications to ensure the consistency of communication.

Universal: It means that the design must have good suitability. If the logo will not cause visual deviation due to shrinking or enlarging, the ratio between the lines must be moderate. If it is too dense, it will merge into one piece after shrinking. It is necessary to ensure that everything from outdoor advertising to business cards has good recognition effect.

The application of the principle of identity can enable the public to have a unified and complete understanding of a specific corporate image. It will not cause obstacles to recognition due to the inconsistency of the identification elements of the corporate image, and enhance the credibility of the image. Communication power.

2. Difference

In order to gain recognition from the public, the corporate image must be personalized and distinctive, so the principle of difference is very important.

The difference is first reflected in the distinction between different industries, because in the minds of the public, companies and institutions in different industries have their own industry image characteristics, such as the corporate image of cosmetics companies and machinery industry companies. Characteristics should be distinct. The characteristics of the industry must be highlighted during design so that it can have different image characteristics from other industries and be conducive to identification. Secondly, we must highlight the differences from other companies in the same industry in order to be unique and stand out.

Japan’s five world-renowned brand-name electrical appliance companies: Sony, Panasonic, Toshiba, Sanyo, and Hitachi. Their corporate images are unique and very personalized, and have effectively gained the recognition of the consumer public. In the fiercely competitive world Unique in the home appliance market.

3. Nationality

The shaping and dissemination of corporate image should be based on different national cultures. For the rise and success of many companies in the United States and Japan, national culture is the fundamental driving force. . American corporate culture research experts Auer and Kennedy pointed out: "A strong culture is almost the driving force for the continued success of American companies." The unique corporate images of the world-famous "McDonald's" and "KFC" show American life way of fast food culture.

To create a Chinese corporate image that can join the ranks of the world, we must carry forward the advantages of Chinese national culture. The splendid Chinese national culture is our inexhaustible source. There are many things we deserve. The essence absorbed helps us create a corporate image with Chinese national characteristics.

IV. Effectiveness

Effectiveness means that the CI plan planned and designed by the enterprise can be effectively implemented and used. CI is problem-solving, not a decoration for the enterprise, so Able to operate and easy to operate, its operability is a very important issue.

For a corporate CI plan to be effective and able to effectively play the role of establishing a good corporate image, first of all, its planning and design must be based on the company's own situation, the company's marketing status, and in the implementation of the corporate image strategy Establish an accurate image positioning at the same time, and then use this positioning to carry out development planning. At this point, organizations or individuals who assist companies in introducing CI plans have important responsibilities. Everything must be based on reality and cannot cater to some unrealistic mentality of business leaders. When the author was assisting a company whose products had a good trend in market information but was not very strong to introduce a CI plan, the leader of the company proposed to enter the top 100 companies in the country within five years during the second contact. Overly optimistic plans and ideas. If it is suitable to satisfy the abnormal mentality of entrepreneurs and build a corporate image strategy, its effectiveness will be greatly questioned. In fact, a year later the company fell into a trough due to marketing mistakes.

When an enterprise is preparing to introduce a CI plan, whether it can choose an organization or individual with real planning and design capabilities is also critical to the effectiveness of the CI plan. CI planning and design is a necessary soft investment for enterprise development. It is a very complex and time-consuming system project that requires a considerable amount of money. When the author discussed its CI strategy with a dairy company, it was recognized by the company's leaders. When it came to planning costs, the two parties were unable to cooperate because the gap was too big. Later, the company spent a very low cost to find an advertising company and launched the logo. , the level of corporate image elements such as mascots is very low, and its effectiveness can be imagined.

To ensure the effectiveness of the CI plan, a very important factor is that the business manager has a good sense of modern management, has a certain understanding of the corporate image strategy, and can respect the opinions of professional CI design agencies or experts. and suggestions. Because it is impossible to find high-level institutions and individuals with strength without considerable investment. The promotion of CI strategy in the later stage will require huge investment. If the business leaders do not have a very clear understanding of the necessity of introducing CI plan and cannot persist in its implementation, then the early planning and design plan will lose its effectiveness and become useless. worthless.