Corporate Identity System CIS (Corporate Identity System), CI is the abbreviation of English Corporate Identity, also called CIS in some literature, is the abbreviation of English Corporate Identity System, literally translated as Corporate Identity System, free translation is corporate image design. CI means that an enterprise consciously and plannedly proactively displays and disseminates various characteristics of its enterprise to the public, so that the public can have a standardized and differentiated impression and understanding of a specific enterprise in the market environment, so as to Recognize better and make a good impression.

CIS is generally divided into three aspects, namely the enterprise's concept identification - Mind Identity (MI), behavioral identification - Behavior Identity (BI) and visual identification - Visual Identity (VI). Corporate philosophy refers to the value principles and cultural concepts that are unanimously recognized and abided by the enterprise formed in the long-term production and operation process, as well as the business direction, business ideas and business strategic goals determined by the corporate value principles and cultural concepts. . Corporate behavior identification is the behavioral expression of corporate philosophy, including various internal and external behaviors of corporate employees under the guidance of the philosophy, as well as various production and operation behaviors of the company. Corporate visual identity is the visualization of corporate philosophy. It expresses and conveys corporate philosophy to the public through media and methods such as corporate image advertising, logos, trademarks, brands, product packaging, corporate internal environment layout, and factory appearance. The core purpose of CI is to convey corporate philosophy and establish corporate image through corporate behavior identification and corporate visual identification. Basic introduction Chinese name: Corporate Identity System Foreign name: Corporate Identity System Composition: concept recognition, behavior recognition and visual recognition Strategic principles: strategic, national, personalized, holistic Basic elements: corporate name, corporate logo, etc. Functions: Produce a good corporate image with historical development, strategic principles, composition, concept recognition, behavior recognition, visual recognition, basic elements, corporate name, corporate logo, corporate standard fonts, standard colors, symbolic patterns, corporate slogans, Corporate mascots, special fonts, application elements, office supplies, corporate external architectural environment, corporate internal architectural environment, transportation, clothing and apparel, advertising media, product packaging, gifts, displays, printed publications, functions, evaluations , Design Planning, Historical Development of CI Early CI The early practice of CI can be traced back to 1914 when the German AEG Electrical Company pioneered CI. AEG adopted the trademark designed by Peter Behrens for the first time on its series of electrical products, which became the prototype of a unified visual image in CI. Immediately afterwards, between 1932 and 1940, the United Kingdom implemented the London Underground Railway project. This project was responsible for Frank Bicker, president of the British Industrial Design Association, and was called a classic of "design policy." The birth of CI After World War II, the international economy recovered, and business operators felt the importance of establishing a unified identification system and shaping unique business concepts. Since 1950, major European and American companies have introduced CI. In 1956, the American International Business Computer Company took the company culture and corporate image as the starting point, highlighted the spirit of manufacturing cutting-edge technological products, and designed the company's full name "International Business Machines" into a blue shape with a sense of quality and contemporary "IBM" ". Even though this eight-striped standard character has become the image representative of "Blue Giant" in the following forty years, that is, synonymous with "avant-garde, technology, and wisdom"; it is also an important symbol of the official birth of CI. After the 1960s, corporate CI leaders in European and American countries emerged as a trend. The representative work of the 1960s was RCA, which expanded from the radio industry to eight fields including information and entertainment; the representative work of the 1970s was the Coca-Cola logo composed of strong red, unique bottle shape, and rhythmic stripes. In short, the period from the 1960s to the 1980s was the heyday of European and American CI. After the 1970s, Japanese companies and Chinese companies also began to create their own CIs after the 1990s, making it a worldwide trend.

Strategic Principles According to the requirements of CI strategic theory and operational techniques, the successful implementation of CI strategy should follow the following principles: (1) Adhere to strategic principles. Since it is a modern corporate image strategy, it must have long-term, overall and strategic characteristics. CI strategy should be based on the present and take a long-term view. It is by no means a short-term plan for 1-2 years, 3-5 years, but the company's specific development steps and implementation strategies for the next 10, 20 years or even longer. Enterprises should adhere to strategic principles (2) Adhere to national principles. “The more national it is, the more global it is.” CI strategy is to design and plan oneself from the direction of enterprise development and operation. The foundation of CI's creativity, planning and design work should be based on our nation's cultural tradition, consumer psychology, aesthetic habits, artistic taste, etc. Only then can it be possible for Public recognition leads to success. (3) Adhere to the principle of personalization. CI strategy is a differentiated strategy implemented by enterprises in the enterprise group in order to create a perfect overall image. The important point is that the enterprise image must have distinctive personality characteristics and unique characteristics, and cannot be "one size fits all". IBM and Coca-Cola are examples of individual success. (4) Adhere to the principle of integrity. From the three aspects of CI, they are not disconnected from each other, but must be consistent and coordinated externally and internally. BI and VI serve MI, and they are beautiful on the outside and beautiful on the inside, which is worthy of praise. It has always been difficult to evaluate the effectiveness of CI because it involves a wide range and its effectiveness is difficult to quantify. The Nikkei Research Institute of Japan has designed a CI effect survey index system, including three categories: market factors, appearance factors and modern factors. Different companies will pay attention to different factors when introducing CI. Japan's Nikkei Research Institute believes that a company's sales and advertising awareness are the decisive factors in evaluating the effectiveness of CI. Chinese scholars have also conducted in-depth research on this and proposed a more detailed and scientific quantitative evaluation system for the CI introduction effect, including MI, BI external activity identification part, BI internal activity identification part, VI application elements part, VI basic There are 30 indicators in 5 categories including the element part. This set of indicators reflects the content of CI in a more comprehensive and detailed manner, but the indicators are relatively abstract and there are certain problems in actual application. It should be said that CI introduction is a process in which an enterprise pursues the harmonious unity of inner and outer beauty, and at the same time, the implementation of an enterprise's CI strategy is a systematic project that continues to move and develop. It requires enterprises to revise, supplement and innovate according to their own different situations in each period, so that enterprises can maintain and exert the powerful role and advantages of CI for a long time. Composition The CI system is composed of three aspects: Mind Identity (MI), Behavior Identity (BI), and Visual Identity (VI). Concept identification is to establish the unique business philosophy of an enterprise. It is an identification system for business concepts such as design, scientific research, production, marketing, service, and management in the production and operation process of the enterprise. It is the overall plan and definition of the company's current and future business goals, business ideas, marketing methods and marketing forms. It mainly includes: corporate spirit, corporate values, corporate creed, business purpose, business policy, market positioning, and industry composition. , organizational structure, social responsibility and development planning, etc. Belongs to the ideological category of corporate culture. Behavior recognition is a dynamic recognition form formed by the company's actual business philosophy and the principles for creating corporate culture, as well as the unified planning of the company's operating methods. It is based on the business philosophy as the basic starting point. Internally, it is to establish a complete organizational system, management standards, staff education, behavioral norms and welfare systems; externally, it is to explore market surveys, conduct product development, and through social welfare cultural activities, public * To convey corporate philosophy through ** relationships, marketing activities, etc., in order to gain public recognition of the company. Visual identity is a complete and systematic visual communication system centered on corporate logos, standard fonts, and standard colors. It is a concept that converts abstract semantics such as corporate philosophy, cultural characteristics, service content, and corporate specifications into concrete symbols to create a unique corporate image. The visual recognition system is divided into two aspects: basic element system and applied element system. The basic element system mainly includes: corporate name, corporate logo, standard characters, standard colors, symbolic patterns, promotional spoken language, marketing reports, etc.

The applied systems mainly include: office supplies, production equipment, architectural environment, product packaging, advertising media, transportation, clothing and uniforms, flags, signs, signs, windows, displays, etc. Visual identification (VI) has the most communicative power and appeal in the CI system, is the most easily accepted by the public, and occupies a dominant position. The basic element system of basic element design strictly stipulates logo graphics, Chinese and English fonts, standard colors, corporate symbolic patterns and their combination forms, which fundamentally standardizes the basic visual elements of the enterprise. The basic element system is the core of the corporate image. Parts include corporate name, corporate logo, corporate standard characters, standard colors, symbolic patterns, combinations and corporate slogans, etc. Elements: Company name: Company name is closely related to corporate image and is a prerequisite for CI design. It uses text to express identification elements. The determination of the company name must reflect the company's business philosophy and corporate philosophy; it must be unique, have a loud pronunciation, and be easy to recognize and read. Pay attention to the meaning of homophonic sounds to avoid causing bad associations. The text of the name should be concise and clear, and at the same time pay attention to the international character and adapt to the pronunciation of foreigners to avoid wrong associations in foreign languages. The corporate name that expresses or implies the corporate image and products should be consistent with the trademark, especially the brand it represents. Products that are relatively well-known in the market can also be used as the corporate name. The determination of the company name must not only consider tradition, but also have the characteristics of the times. Corporate logo Corporate logo is the symbol and identification symbol of a specific enterprise. It is the core foundation of the CI design system. The corporate logo conveys the corporate philosophy, content, product characteristics and other information through concise shape and vivid image. The design of the logo must not only have a strong visual impact, but also express a unique personality and a sense of the times. It must express a unique personality and a sense of the times, and must be widely adaptable to various media, various materials and various supplies. Production, its expression forms can be divided into: 1. Graphic expression (including reproduced graphics, symbolic figures, geometric figures); 2. Text expression (including the combination of Chinese and foreign characters and Arabic numerals); 3. Comprehensive expression (including the combination of graphics and text) Combined application) three aspects. The corporate logo must be applied in the CI design form as a fixed standard prototype. When creating, a standard proportion diagram must be drawn and precise values ??such as the outline, lines, and distance of the logo must be expressed. Its drawing can use grid marking method, proportion marking and arc angle marking, so that the logo can be accurately depicted and copied accurately when zooming in or out. Importance: The company's standard fonts include Chinese, English or other text fonts. The standard fonts are designed based on the company name, company brand name and company address. The selection of standard fonts must be clear and descriptive, directly convey the name of the company and brand, and strengthen the corporate image and brand appeal. It can be determined by the full name or abbreviation of the company according to the use. The design of the font requires that the font shape is correct, aesthetic and easy to read. The line thickness and stroke structure of the font should be as clear, simple and rich as possible. decorative sense. When designing, we must consider the coordination and unity of the fonts and the logo when combining them. We must carefully plan the spacing and shape of the fonts, and pay attention to the systematicness and ductility of the fonts to adapt to the production of various media and different materials. Applicable to various item sizes. The strokes, structure and font design of an enterprise's standard font can also reflect the corporate spirit, business philosophy and product characteristics. The standard drawing method is to arrange the standard fonts in an appropriate square or diagonal grid, and indicate the font type. Positional relationships such as height, width, and angle. Standard Colors Corporate standard colors are established colors that are used to symbolize a company and are used in all media in visual identity design. Through the perception and psychological reaction of color, it can express the characteristics of the company's business philosophy and product content, and reflect the company's attributes and emotions. Standard colors have a strong recognition effect in visual identification symbols. The determination of enterprise standard colors should be based on the attributes of the enterprise's industry, highlighting the differences between the enterprise and its peers, and creating distinctive color effects. The selection of standard colors is based on international standard colors. Enterprise standard colors should not be used excessively. Many, usually no more than three colors. The company's standard colors usually do not exceed three colors. Symbolic pattern The corporate symbolic pattern is designed to match the basic elements and be widely used in various media. The connotation should reflect the corporate spirit and set off and strengthen the corporate image.

Through the rich shapes of symbolic patterns, the corporate image established by logo symbols is supplemented, making the meaning more complete, easier to identify, and more expressive and deep. The symbolic pattern adopts a simple and abstract form of expression, which contrasts with and maintains a harmonious relationship with the logo graphic. It can also be designed based on the logo or the modeling connotation that makes up the logo. When the basic elements are used in combination, there must be a sense of rhythm and clear primary and secondary relationships, and various expansion and application planning and combination designs should be made according to the needs of different media to ensure the unity and standardization of corporate identification and strengthen The visual impact of the entire system produces a visual induction effect. The slogan proposed by the company is a summary of the company's philosophy. It is a written promotional slogan developed by the company based on its own marketing activities or concepts. The determination of corporate slogans requires concise and catchy text. Accurate and loud corporate slogans can inspire employees to work hard for corporate goals internally, and can express corporate development goals and directions externally, improving the company's impression on the public mind. Its main role is to improve the corporate image and corporate products. Supplement the image to enable the public to understand the company's thoughts in an instant audio-visual, and leave an unforgettable impression of the company or product. Corporate mascots Corporate mascots are cute characters or anthropomorphic images that arouse the attention and favor of the public. Special fonts Special fonts are the unified design of the main characters, numbers, product names newly used by the enterprise, combined with external promotional text, etc. It mainly includes logos designed for corporate products and logos designed for corporate internal and external activities, as well as masthead and title fonts designed for newspaper advertisements, poster advertisements, film and television advertisements, etc. Applying elements The design of applying elements system is to make specific and clear provisions on the application of basic element system in various media. After the most basic elements of corporate visual identity, such as logo, standard words, and standard colors, are determined, it is necessary to work on the refinement of these elements and develop various application projects. The combination system of each VI visual design element has different combination forms depending on the size of the enterprise and product content. The most basic thing is to combine the standard characters and logos of the company name into different units to match 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 achieve the effect of strengthening the visual appeal through uniformity and systematization. The applied element system generally has the following contents. Office supplies The design and production of office supplies should fully reflect strong unity and standardization, and express the spirit of the enterprise. The design plan should strictly stipulate the order of form arrangement of office supplies, based on the arrangement of logos and graphics, text format, color sets and all sizes, so as to form a serious, complete, precise and unified format of office supplies, giving people a brand new look. Feel and express the corporate style, while also demonstrating the high degree of centralization of modern offices and the penetration and dissemination of modern corporate culture into various fields. Including envelopes, stationery, notes, business cards, badges, work IDs, invitations, folders, letters of introduction, accounts, memos, information bags, official documents and forms, etc. The external architectural environment of the enterprise The external architectural environment design of the enterprise is the visual representation of the corporate image in public places. It is an open and distinctive group design and a system that marks the corporate appearance and characteristics. In the design and design, we use the environment around the enterprise to highlight and emphasize the corporate identification mark, and implement it in the surrounding environment, fully reflecting the unified standardization, formalization and firmness of the corporate image, so as to make the viewer stand out in the dazzling city. Gain favor. Mainly include: architectural shapes, flags, facades, signs, public identification signs, road signs, advertising towers, etc. The internal architectural environment of the enterprise refers to the internal environment image of the enterprise's offices, sales rooms, conference rooms, lounges, and delivery rooms. The design is to implement the corporate identity mark into the corporate indoor environment, fundamentally shape, render and disseminate the corporate identity image, and fully reflect the unity of the corporate image. Mainly include: internal department signs, corporate image boards, hanging flags, hang tags, pop advertisements, shelf signs, etc. Transportation Transportation is a fluid and open way of corporate image communication. Its multiple flows give people instant memories and build up the corporate image intentionally or unintentionally. Their movement and rapid flow characteristics should be specifically considered when designing, and standard words and standard colors should be used to unify the design effects of the appearance of various transportation vehicles.

Corporate identity logos and fonts should be eye-catching, and the colors should be strong to attract people's attention and maximize the visual effect of their mobile advertising. Mainly include cars, minibuses, buses, trucks, tool trucks, etc. The uniform design of clean and elegant clothing for clothing and apparel enterprises can improve the employees' sense of belonging, honor and ownership of the enterprise, change the mental outlook of employees, promote the improvement of work efficiency, and lead to strict employee discipline and responsibility for the enterprise. The design should strictly distinguish the scope, nature and characteristics of the work, and conform to the attire of different positions. Mainly include manager uniforms, management uniforms, employee uniforms, ceremonial uniforms, cultural shirts, ties, work uniforms, badges, etc. Advertising media companies choose a variety of different media advertising forms for external publicity. It is a long-term, holistic, and highly promotional communication method that can convey corporate information to the widest range and at the fastest speed in the short term. , is the main means for modern enterprises to convey information. Mainly include TV advertisements, newspaper advertisements, magazine advertisements, street sign advertisements, poster advertisements, etc. Corporate gifts are also an effective form of advertising. Product packaging is the economic source of the enterprise. Product packaging plays the role of protecting, selling, and disseminating the image of the enterprise and products. It is a symbolization, informationization, and commercial circulation. The corporate image therefore represents the image of the product manufacturing company and symbolizes the quality and price of the product. Therefore, systematic packaging design has a strong sales promotion effect. Successful packaging is the best and most convenient way to promote, introduce a company 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, etc. Gift giving Corporate gifts are mainly used to connect emotions, communicate and coordinate relationships for the purpose of corporate image or corporate spirit, visualization and humaneness. They are guided by corporate logos and for the purpose of spreading corporate image. The combination of corporate image is expressed in On daily necessities. Corporate gifts are also an effective form of advertising, mainly including T-shirts, ties, tie clips, lighters, key tags, umbrellas, commemorative medals, gift bags, etc. Display Display Display display is the use of advertising media in corporate marketing activities to highlight the corporate image and communicate the company's products or sales methods. When designing, the overall activity of the display should be highlighted. When designing, the overall sense, sequence and novelty of the display should be highlighted to show the spirit of the enterprise. It mainly includes window display, exhibition display, shelf product display, display product display, etc. Printed Publications The company's printed publications represent the company's image directly to the company's stakeholders and the general public. The design is to achieve good visual effects, fully reflect strong unity and standardization, show the spirit of the enterprise, the layout should be consistent, the printing fonts and layout formats should be fixed, and the corporate logo and standard characters should be uniformly placed in a certain A specific format style creates a unified visual image to strengthen the public's impression. It mainly includes company profile, product manual, product introduction, company briefing, annual calendar, etc. Function CI design system is based on corporate positioning or corporate business philosophy, and organizes and systematically organizes all aspects including corporate internal management, external relations activities, advertising and other publicity activities using visual and audio means. A comprehensive and unified design strives to make all aspects of the enterprise appear in front of the public in a unified form and create a good corporate image. CI design system CI, as an integrated design system for corporate image, is a complete and ideal method to establish and convey corporate image. Enterprises can form standardized design and standardized management of their office systems, production systems, management systems, as well as operations, packaging, advertising and other systems through CI design, thereby mobilizing the enthusiasm of each employee of the enterprise and participating in the enterprise's development strategy. Through integrated symbolic forms, the responsibilities and obligations of the enterprise are divided, so that the enterprise can operate effectively in various functional departments, establish a unique personality image of the enterprise, and differentiate the enterprise's products from other similar products, and stand out among the peers. Stand out from the crowd, quickly and effectively help enterprises create brand effects and occupy the market.

The implementation of the CI system can make the enterprise's operation and management more scientific, organized and symbolic within the enterprise. It can purposely formulate business philosophy based on the development of the market and the enterprise, and formulate a set of management principles and management principles that can be implemented. Standards are implemented in the form of symbols to streamline the production process and market circulation of enterprises, so as to reduce costs and losses and effectively improve product quality. The form of external communication is to use various media as a unified launch, so that the public can receive a large amount of corporate communication information, establish a good corporate image, improve the visibility of the company and products, and enhance the public's memory and understanding of the corporate image. The subscription rate of the company's products makes the company's products more popular and brings better social and operating benefits to the company. Evaluation It has always been difficult to evaluate the effectiveness of CI because it involves a wide range and the results are difficult to quantify. The Nikkei Research Institute of Japan has designed a CI effect survey index system, including three categories: market factors, appearance factors and modern factors. Different companies will pay attention to different factors when introducing CI. Japan's Nikkei Research Institute believes that a company's sales and advertising awareness are the decisive factors in evaluating the effectiveness of CI. Chinese scholars have also conducted in-depth research on this and proposed a more detailed and scientific quantitative evaluation system for CI guidance effects, including MI, BI external activity identification part, BI internal activity identification part, VI application elements part, VI basic There are 30 indicators in 5 categories including the element part. This set of indicators reflects the content of CI in a comprehensive and detailed manner, but the indicators are relatively abstract and there are certain problems in actual application. It should be said that CI introduction is a process in which an enterprise pursues the harmonious unity of inner and outer beauty, and at the same time, the implementation of the enterprise's CI strategy is a systematic project that continues to move and develop. It requires enterprises to revise, supplement and innovate according to their own different situations in each period, so that enterprises can maintain and exert the powerful role and advantages of CI for a long time. Design planning CI design planning and implementation introduction is a step-by-step planning operation. The entire project is carried out based on the experience of domestic and foreign enterprises in introducing CI. The operation process can be roughly divided into the following five stages: 1. Enterprise reality investigation stage: Grasp the company's current situation, external perception and design status, and confirm the actual image perception of the company. 2. The image concept establishment stage is based on the survey results and analyzes the problems within the company, external perception, market environment and various design systems to formulate the company's positioning and basic concepts of the image it should have as the principle basis for CI design planning. . 3. Design work development stage: According to the basic image concept of the enterprise, it is transformed into specific visible information. And after careful work and testing and investigation, we determined that the identification system is complete and consistent with the enterprise. 4. Completed in the introduction stage. The focus is on prioritizing the introduction and implementation projects, planning the company's advertising activities and organizing CI.