specific components of cis
mi: mind identity bi: behavior recognition vi: visual recognition
what is cis?
cis is the abbreviation of corporate identity system, which means corporate identity system. In 196s, Americans first put forward the concept of enterprise ci design. It is said that ibm of the United States is the pioneer in this field.
the main meaning of p>cis is to unify the design of corporate culture and business philosophy, and use the overall expression system (especially the visual expression system) to convey it to the internal and public of the enterprise, so that it can have a consistent sense of identity with the enterprise, so as to form a good corporate impression and ultimately promote the sales of products and services of the enterprise.
the significance of p>cis
internally, enterprises can form standardized design and unified management of their office systems, production systems, management systems, marketing, packaging, advertising and other publicity images through ci design, thus mobilizing the enthusiasm, sense of belonging and identity of each employee of the enterprise, so that all functional departments can carry out their duties and cooperate effectively.
Externally, the unique image of the enterprise is formed through the integrated symbol form, which is convenient for the public to identify and identify the corporate image and promote the promotion of the products or services of the enterprise.
Specific components of p>cis
Japanese famous ci expert Yingli Yamada believes that ci includes the following two concepts:
First, ci is an activity in which corporate philosophy and corporate culture are clearly recognized;
second, ci is a tool to communicate corporate philosophy and corporate culture with signs and standard words.
in other words, the ci system is composed of mi (mind identity mind identity), bi (behavior identity) and vi (visual identity). Among the three major components of cis, the core is mi, which is the highest decision-making level of the whole cis, laying a theoretical foundation and code of conduct for the whole system and expressing it through bi and vi. All behavioral activities and visual design are centered around mi, and successful bi and vi are to accurately express the unique spirit of the enterprise.
mi: mind identity
corporate philosophy, which affects corporate decision-making, activities, systems, management, etc. internally, and corporate public image and advertising, etc. externally.
the so-called mi refers to the establishment of the enterprise's own business philosophy, and the overall planning and definition of the current and future business objectives, business ideas, business methods and marketing status.
the main contents of p>mi include
enterprise spirit, enterprise values, enterprise culture, enterprise creed, business philosophy, business policy, market positioning, industrial composition, organizational system, management principles, social responsibility and development planning.
bi: Behavior Identification
bi, which is placed in the middle level, directly reflects the individuality and particularity of enterprise ideas, and is a dynamic identification system formed by the unified planning of enterprise operation mode and the guidelines for enterprises to practice business ideas and create corporate culture. Including internal organization, management and education, external public relations, promotional activities, funding social cultural activities, etc. Through a series of practical activities, the spiritual essence of the enterprise concept will be extended to every corner of the enterprise, bringing together the great spiritual strength of employees.
bi includes the following contents
Internally: organizational system, management norms, behavior norms, cadre education, employee education, working environment, production equipment, welfare system, etc.
external: market research, public relations, marketing activities, circulation countermeasures, product research and development, public welfare and cultural activities, etc.
vi: visual recognition
vi: a complete and systematic visual expression system centered on signs, standard words and standard colors. Convert the above abstract concepts such as corporate philosophy, corporate culture, service content and corporate norms into concrete symbols to create a unique corporate image. In ci design, visual identification design has the most communication and appeal, and is most easily accepted by the public, which is of great significance.
vi system:
a. Basic elements system: such as enterprise name, enterprise logo, enterprise modeling, standard words, standard colors, symbolic patterns, propaganda slogans, etc.
B. application systems: product modeling, office supplies, corporate environment, transportation, clothing, advertising media, signboards, packaging systems, official gifts, exhibitions and printed publications, etc.
the main contents of a set of vi design:
I. Basic element system
A. Logo
B. Standard word
C. Standard color
D. Combination of logo and standard word.
II. Application system
A. Office supplies: envelopes, stationery, notes, etc.
B. External architectural environment of the enterprise: architectural modeling, company flag, corporate facade, corporate signboard, public signboard, road sign, advertising tower, neon advertisement, courtyard beautification, etc.
C. Internal building environment of the enterprise: signs of various departments, common signs, floor signs, corporate image signs, flags, billboards, pop advertisements, shelf signs, etc.
D. means of transportation: cars, vans, buses, trucks, tool carts, tankers, ships, planes, etc.
e. Clothing: manager's uniform, manager's uniform, employee's uniform, etiquette uniform, cultural shirt, tie, working cap, buttons, epaulettes, badge, etc.
F. Advertising media: TV advertisements, magazine advertisements, newspaper advertisements, online advertisements, street sign advertisements, poster advertisements, etc.
g. product packaging: paper box packaging, paper bag packaging, wooden box packaging, glass container packaging, plastic bag packaging, metal packaging, ceramic packaging and wrapping paper.
H. Official gifts: T-shirts, ties, tie clips, lighters, key cards, umbrellas, medals, gift bags, etc.
I. display: window display, exhibition display, shelf display, display display, etc.
J. Printed matter: company profile, commodity description, product profile, calendar, etc.
logo is a symbol
What is a logo
Logos, logos and trademarks are the products of modern economy, which are different from the ancient imprint. Modern logos bear the intangible assets of enterprises and are the media of comprehensive information transmission of enterprises. As the most important part of enterprise CIS strategy, logo is the most widely used, the most frequent and the most critical element in the process of corporate image transmission. The strong overall strength, perfect management mechanism, high-quality products and services of the enterprise are all contained in the logo, and they are deeply left in the hearts of the audience through constant stimulation and repeated portrayal.
logo design fixes specific things, events, scenes and abstract spirit, ideas and directions through special graphics, so that people can naturally associate with the logo while seeing it, thus generating recognition for the enterprise. Logo is closely related to the operation of an enterprise. logo is an essential element in the daily business activities, advertising, cultural construction and foreign exchange of an enterprise. With the growth of the enterprise, its value is also increasing. Someone once asserted: "Even if all the assets of Coca-Cola are burned up with a torch, Coca-Cola can get up again with its trademark". Therefore, enterprises with long-term vision attach great importance to logo design and understand the role of logo. In the initial stage of enterprise establishment, a good logo design is undoubtedly an important carrier for intangible assets accumulation in the future. If there is no logo that can objectively reflect the entrepreneurial spirit and industrial characteristics and has a scientific and beautiful shape, it will cause unnecessary waste and loss to the enterprise when it develops and makes changes and adjustments. After the Bank of China changed its logo, the replacement outdoor media was removed nationwide, resulting in a loss of 2 million.