CI system is composed of Mind Identity (MI), Behariour Identity (BI) and Visual Identity (VI).
1. mind identity (MI) is to establish the unique business philosophy of an enterprise, and it is an identification system of business philosophy such as design, scientific research, production, marketing, service and management in the process of enterprise production and operation. It is the overall planning and definition of the current and future business objectives, business ideas, marketing methods and marketing forms, mainly including: enterprise spirit, enterprise values, enterprise creed, business purpose, business policy, market positioning, industrial composition, organizational system, social responsibility and development planning. It belongs to the ideological category of corporate culture.
2. Behavior identification (BI) is a dynamic identification form formed by the unified planning of enterprise operation mode based on the actual business philosophy and the criteria for creating enterprise culture. It is based on business philosophy, and internally it is to establish a perfect organizational system, management norms, staff education, behavior norms and welfare systems; Externally, it is to explore market research and product development, and to convey the enterprise concept through social public welfare cultural activities, public relations and marketing activities, so as to obtain the form of public recognition of the enterprise.
3. Visual Identification (VI) is a complete and systematic visual communication system centered on corporate logo, standard font and standard color. It is a concept that transforms abstract semantics such as corporate philosophy, cultural characteristics, service content and corporate norms into concrete symbols, and creates a unique corporate image. Visual recognition system is divided into two aspects: basic element system and application element system. The basic elements system mainly includes: enterprise name, enterprise logo, standard words, standard colors, symbolic patterns, publicity and oral English, marketing reports, etc. The application system mainly includes: office supplies, production equipment, building environment, product packaging, advertising media, vehicles, uniforms, flags, signboards, signs, windows, displays and so on. Visual recognition (VI) has the most spreading and infectivity in CI system, and is most easily accepted by the public, so it has a dominant position.
visual identification (VI) system design
in the CI design system, visual identification design (VI) is the most external, direct, and infectious part. VI design is to effectively develop the basic elements of corporate logo with a strong policy and management system to form the inherent visual image of the enterprise. It is a unified design of visual symbols throughout the country to convey the spirit and business philosophy and effectively promote the visibility and image of the enterprise and its products. Therefore, the enterprise identification system is based on the visual identification system, which fully embodies the basic spirit of enterprise identification, makes the enterprise products famous, and plays a direct role in promoting the products to enter the market. VI design visually shows the business philosophy and spiritual culture of the enterprise, thus forming a unique corporate image, which has image value in itself.
VI design the combination system of various visual elements has different combination forms due to the scale and product content of the enterprise. Usually, the most basic thing is that the standard words and signs of the enterprise name form a group of units to cooperate with various application projects. Once the combination relationship of various visual design elements in each application project is determined, it should be strictly fixed in order to strengthen the visual appeal through unity and systematization.
basic element system design VI's basic element system strictly stipulates logo, Chinese and English characters, standard colors, corporate symbol patterns and their combination forms, which fundamentally standardizes the visual basic elements of enterprises. The basic element system is the core part of corporate image, which includes corporate name, corporate logo, corporate standard words, standard colors, symbol patterns, groups and applications, corporate slogans and so on.
1. The name of the enterprise is closely related to the corporate image, which is a prerequisite for CI design, and it is to use words to express the identification elements. The determination of enterprise name must reflect the management idea of the enterprise and embody the enterprise concept; It should be unique, loud and easy to read, and pay attention to homophonic meaning to avoid causing bad ideals. The words of names should be concise and clear, at the same time, we should pay attention to internationality and adapt to the pronunciation of foreigners to avoid wrong associations in foreign languages. The name of the enterprise that expresses or implies the corporate image and goods should be consistent with the trademark, especially the brand it represents, and the goods that are well-known in the market can also be used as the corporate name. The determination of enterprise name should not only consider the tradition, but also have the characteristics of the times.
2. Corporate Logo The corporate logo is the symbol of a specific enterprise and the core foundation of the CI design system. The corporate logo conveys information such as corporate philosophy, content and product characteristics through concise modeling and vivid images. Logo design should not only have a strong visual impact, but also express a unique personality and sense of the times, which must be widely adapted to the production of various media, materials and supplies. Its manifestations can be divided into: 1. Graphic expression (including reproduction graphics, symbolic graphics and geometric graphics); 2. Written expression (including the combination of Chinese and foreign characters and Arabic numerals); 3. Comprehensive performance (including the combination of graphics and text) in three aspects. If the enterprise logo is to be applied in the CI design form with a fixed standard prototype, a standard scale diagram must be drawn when it is opened, and precise numerical values such as the outline, line and distance of the logo must be expressed. Its drawing can adopt grid marking method and scale marking with multi-arc angle marking, so that the mark can be accurately depicted and copied when it is enlarged or reduced.
3. The standard fonts of enterprises include Chinese, English or other characters, and the standard fonts are designed according to the name, brand name and address of enterprises. The selection of standard fonts should be clearly descriptive, directly convey the names of enterprises and brands, and strengthen the corporate image and brand appeal. According to different uses, the full name or abbreviation of the enterprise can be used to determine the font. The design of the font requires that the font is correct, beautiful and easy to read, and the line thickness and stroke structure of the font should be as clear, simplified and decorative as possible. In the design, we should consider the coordination and unity of fonts and logos in combination, make careful planning of line spacing and modeling, and pay attention to the systematicness and extensibility of fonts, so as to adapt to the production of various media and different materials and the application of various items. The stroke, structure and font design of standard fonts in enterprises can also reflect the enterprise spirit, business philosophy and product characteristics. The standard drawing method is to arrange standard fonts in suitable squares or diagonal squares, and show the positional relationship of fonts such as height, width, size and angle.
4. the standard color of the standard color enterprise is the formulated color used to symbolize the enterprise and applied to all media in the visual identity design. Through the perceptual stimulation of color to psychological reaction, it can show the characteristics of enterprise's business philosophy and multi-product content, and reflect the enterprise's attributes and emotions. Standard color has a strong recognition effect in visual recognition symbols. The determination of enterprise standard colors should be based on the industry attributes of enterprises, highlight the differences between enterprises and peers, and create distinctive color effects. The selection of standard colors is based on international standard colors, and the use of enterprise standard colors should not be too much, usually no more than three colors.
5. Symbolic pattern The symbolic pattern of an enterprise is designed to match the basic elements and be widely used in various media. In terms of connotation, it should reflect the spirit of the enterprise and cause the role of setting off and strengthening the corporate image. Through the rich modeling of symbolic patterns, the corporate image established by symbolic symbols is supplemented, making its meaning more complete, easier to identify and more expressive. Symbolic patterns are simple and abstract in the form of expression, and have a comparative and harmonious relationship with logo graphics, and can also be designed by the modeling connotation of the logo or its components. When the basic elements are used in combination, it is necessary to have the rhythm of strength change and a clear relationship between primary and secondary, and make various planning and combination designs for application according to the needs of different media, so as to ensure the unity and standardization of enterprise identification, strengthen the visual impact of the whole system, and produce visual induction effects.
7. The slogan put forward by the enterprise is a summary of the enterprise concept, and it is a kind of written propaganda slogan developed by the enterprise according to its own marketing activities or ideas. The determination of enterprise slogan requires concise and catchy words. Accurate and loud enterprise slogans can inspire employees to work hard for enterprise goals inside the enterprise, express the goals and directions of enterprise development outside, and improve the impression of the enterprise in public psychology. Its main function is to supplement the image of the enterprise and the image of the enterprise product, so as to make the public understand the enterprise thinking in an instant and leave an unforgettable impression on the enterprise or product.
8. corporate mascots corporate mascots evoke the public's attention and goodwill with lovely people or personified images.
9. Special font A special font is a unified design of the main characters, numbers and product names newly used by enterprises combined with external publicity characters. It mainly includes logo words designed for enterprise products and logo words designed for internal and external activities of enterprises, as well as mastheads and title fonts designed for newspaper advertisements, poster advertisements, film and television advertisements, etc.
CI application element system design
application element system design is a specific and clear stipulation on the application of basic element system in various media.
when the most basic elements of enterprise visual identification, such as logo, standard word and standard color, are determined, it is necessary to engage in the fine operation of these elements and develop various application projects. VI The combination system of each visual design element has different combination forms due to the scale of the enterprise and the content of the product. The most basic thing is to combine the standard words and signs of enterprise names into different units to cooperate with 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 strengthen the visual prayer through identity and systematization. The application factor system has the following contents.
1. The establishment and production of office supplies should fully reflect the strong unity and standardization, and show the spirit of the enterprise. The design scheme should strictly stipulate the arrangement order of office supplies, with the graphic arrangement, text format, color sets and all dimensions as the basis, so as to form a serious, complete, accurate and unified format of office supplies, giving people a brand-new feeling and showing the style of the enterprise, and at the same time showing the high concentration of modern office and the offensive of modern enterprise culture infiltrating into various fields. Including envelopes, stationery, notes, business cards, badges, work permits, invitations, folders, letters of introduction, bills, memos, information kits, official document forms, etc.
2. Enterprise external architectural environment The design of enterprise external architectural environment is a visual representation of corporate image in public * * * occasions, and it is an open, distinctive group design and a system that marks the features of the enterprise. With the help of the surrounding environment of the enterprise in design and practice, the enterprise identification mark is highlighted and emphasized, and it is implemented in the surrounding environment, which fully reflects the unified standardization and regularization of the enterprise image and the firmness of the enterprise image, so as to make the audience get a good impression in the dazzling city. It mainly includes: architectural modeling, flags, facades, signboards, public signs, road signs, advertising towers, etc.
3. The internal building environment of an enterprise refers to the internal environmental image of the office, sales hall, conference room, lounge and delivery room of the enterprise. The design is to implement the corporate identity mark in the indoor environment of the enterprise, fundamentally shape, render and spread the corporate identity image, and fully reflect the unity of the corporate image. It mainly includes: signs of various departments within the enterprise, corporate image cards, hanging flags, hanging tags, pop advertisements, shelf signs, etc.
4. means of transport means of transport is a mobile and open way of corporate image communication, which flows many times and gives people instant memories, and establishes the corporate image intentionally or unintentionally. When designing, we should specifically consider the characteristics of their movement and rapid flow, and use standard words and colors to unify the design effect of the appearance of various vehicles. Enterprise logo and font should be eye-catching and strong in color to attract people's attention and maximize the visual effect of its mobile advertising. Mainly including cars, CMB, buses, trucks, tool carts, etc.
5. The uniform design of neat and elegant clothing in clothing and apparel enterprises can improve employees' sense of belonging, honor and ownership, change employees' mental outlook, promote the improvement of work efficiency, and lead to employees' strict discipline and sense of responsibility for the enterprise. The design should strictly distinguish the work scope, nature and characteristics, and conform to the clothing of different positions. There are mainly managers' uniforms, managers' uniforms, employees' uniforms, etiquette uniforms, cultural shirts, ties, work hats, badges and so on.
6. Advertising media enterprises choose various advertising forms of different media for publicity, which is a long-term, holistic and highly publicized mode of communication. It can convey enterprise information at the fastest speed and in the widest range in a short period of time, and it is the main means for modern enterprises to convey information. There are mainly TV advertisements, newspaper advertisements, magazine advertisements, street sign advertisements and poster advertisements.
7. product packaging is the economic source of an enterprise. product packaging plays a role in protecting, selling and disseminating the image of the enterprise and the product. it is a symbolic, informational and commercialized corporate image, thus representing the image of the product manufacturer and symbolizing the quality and price of the product. Therefore, systematic packaging design has a strong sales promotion role. Successful packaging is the best and most convenient way to publicize, introduce enterprises 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 and so on.
8. Giving gifts corporate gifts is mainly used to connect feelings, communicate and coordinate relationships for the sake of corporate image or enterprise spirit, visualization and human touch. It is based on corporate logo recognition and aims to spread corporate image and combine corporate image on daily necessities. Corporate gifts are also an effective form of advertising, mainly including T-shirts, ties, tie clips, lighters, key cards, umbrellas, commemorative stamps, gift bags and so on.
9. exhibition exhibition is an activity that uses advertising media in enterprise marketing activities to highlight the corporate image and spread the products or sales methods of the enterprise. When designing, we should highlight the overall activities of the exhibition. In the design, the sense of integrity, order and novelty should be highlighted to show the spirit of the enterprise. Mainly includes window display, exhibition display, shelf display, display display and so on.
1. The printed and published articles of a printing and publication enterprise represent the image of the enterprise and directly meet the stakeholders of the enterprise and the public. The design is to achieve good visual effects, fully reflect the strong unity and standardization, and show the spirit of the enterprise. The layout should be consistent, the printing font and typesetting format should be fixed, and the corporate logo and standard words should be placed in a specific layout style.