CIS is generally divided into three aspects, namely, mental identity-mental identity (MI), behavioral identity-behavioral identity (BI) and visual identity-visual identity (VI). Enterprise concept refers to the values and cultural concepts recognized and observed by enterprises in the long-term production and operation process, as well as the business direction, business philosophy and business strategic objectives determined by enterprise values and cultural concepts. Corporate behavior identification is the behavior expression of corporate philosophy, including various internal and external behaviors of employees and various production and operation behaviors of enterprises under the guidance of ideas. Corporate visual identity is the visualization of corporate ideas, which is expressed and conveyed to the public through corporate image advertisements, logos, trademarks, brands, product packaging, internal environment layout and factory appearance. The core purpose of CI is to convey corporate ideas and establish corporate image through corporate behavior identification and corporate visual identification.
Basic introduction Chinese name: mbth, enterprise identification system: enterprise identification system composition: strategic principles of mental identification, behavior identification and visual identification: strategic, national, personalized and holistic basic elements: corporate name, corporate logo and other functions: producing a good corporate image, historical development, strategic principles, composition, mental identification, behavior identification, visual identification, basic elements, corporate name, corporate logo and corporate standards. Symbolic patterns, slogans put forward by enterprises, corporate mascots, special fonts, application elements, office supplies, external building environment of enterprises, internal building environment of enterprises, transportation, clothing, advertising media, and historical development of products can be traced back to 19 14, which was initiated by AEG Electric Company of Germany. AEG Electrical Appliances adopted the trademark designed by Peter Baehrens for the first time in its series of electrical products, which became the embryonic form of unified visual image in CI. Then, from 1932 to 1940, Britain implemented the London underground project, which was headed by Frank Bi Ke, chairman of the British Industrial Design Association, and was called the classic of "design policy". After the birth of CI and the international economic recovery, business operators feel the importance of establishing a unified identification system and shaping a unique business philosophy. Since 1950, major enterprises in Europe and America have introduced CI. From 65438 to 0956, based on corporate culture and corporate image, American International Business Computer Company highlighted the spirit of manufacturing cutting-edge scientific and technological products, and designed its full name as blue "IBM" with a sense of quality and times. This is even if the standard stereotyped writing becomes the image representative of "blue giant" in the next forty years, it is synonymous with "avant-garde, science and technology, wisdom"; It is also an important symbol of the formal birth of ci. Since the 1960s, there has been a trend of enterprise CI directors in Europe and America. The representative work in the 1960s was RCA, which expanded from the radio industry to eight fields, such as information and entertainment. The representative works in 1970s are the symbol of Coca-Cola, with strong red impact, unique bottle shape and rhythmic stripes. In short, the sixties and eighties were the heyday of CI in Europe and America. Japanese enterprises began to create their own CI after 70 years, and China enterprises began to create their own CI after 90 years, thus making it a worldwide trend. Strategic principles According to the requirements of CI strategic theory and operational technology, the following principles should be followed in successfully implementing CI strategy: (1) Adhere to the strategic principles. As a modern corporate image strategy, it must have the characteristics of long-term, overall and strategic. CI strategy should be based on the present and long-term. It is by no means a short-term plan of 3-5 years in L-2, but the specific development steps and implementation strategies of the enterprise in the future 10, 20 years or even longer. Strategic principles that enterprises should adhere to (2) Adhere to the principle of nationality. The more national it is, the more cosmopolitan it is. CI strategy is to design and plan itself from the direction of enterprise development and operation. The creativity, planning and design of CI should be based on our national cultural tradition, consumption psychology, aesthetic habits and artistic taste, so as to be recognized by the public and succeed. (3) Adhere to the principle of individuality. CI strategy is a differentiated strategy for enterprises to create a perfect overall image in enterprise groups. It is important to require the corporate image to have distinct personality characteristics and uniqueness, and not to be "one thousand people". IBM and Coca Cola are examples of successful people. (4) Adhere to the principle of good faith. From the three aspects of ci, they are not separated from each other, but must be consistent and coordinated in appearance, while Bi and Liu serve rice, which is commendable. The effect of CI is always difficult to evaluate, because it involves a wide range and the effect is difficult to quantify. Japan's Nikkei Institute has designed a set of CI effect survey index system, including market factors, appearance factors and modern factors. Different enterprises will pay attention to different factors when introducing CI. The Nikkei Institute of Japan believes that the sales volume and advertising awareness of enterprises are the decisive factors to evaluate the effect of CI. Chinese scholars have also conducted in-depth research on this, and put forward a more detailed and scientific quantitative evaluation system of CI mentoring effect, including 30 indicators in five categories, including the identification of external activities of MI and BI, the identification of internal activities of BI, the application elements of VI and the basic elements of VI. This set of indicators reflects the content of CI in a comprehensive and detailed way, but the indicators are abstract and there are some problems in practical application. It should be said that the introduction of CI is a process in which enterprises pursue the harmonious unity of internal beauty and external beauty, and the implementation of enterprise CI strategy is a systematic project that is constantly moving and developing. It requires enterprises to revise, supplement and innovate according to their own different situations in different periods, so that enterprises can maintain and play the powerful role and advantages of CI for a long time. CI system consists of mind identity, behavior recognition and visual recognition. Mental identity is to establish the unique business philosophy of an enterprise, and it is also the identification system of business philosophy such as design, scientific research, production, marketing, service and management in the process of production and operation of an enterprise. It is the overall planning and definition of current and future business objectives, business philosophy, 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. Behavior identification is a dynamic identification form formed by unified planning of the actual business philosophy, the criteria for creating corporate culture and the operation mode of enterprises. It is based on business philosophy, and internally it is to establish a perfect organizational system, management norms, employee education, behavior norms and welfare systems; Externally, it is to explore market research, develop products and convey corporate ideas through social public cultural activities, public-private relations and marketing activities. In order to gain public recognition of the enterprise. Visual recognition is a complete and systematic visual communication system based on corporate logo, standard font and standard color. It is a concept that transforms abstract semantics such as enterprise concept, cultural characteristics, service content and enterprise norms into concrete symbols and shapes 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 power and infectivity in CI system, and is easily accepted by the public, so it has a dominant position. The basic element system of basic element design strictly stipulates the logo, Chinese and English fonts, standard colors, corporate logo 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, including corporate name, corporate logo, corporate standard text, standard color, symbol pattern, combined application and corporate slogan. The enterprise name is closely related to the enterprise image, which is the premise of CI design. It uses words to express the identification elements. The determination of enterprise name must reflect the business philosophy of the enterprise and embody the business philosophy; It should be unique, loud and easy to read, and pay attention to homophonic meaning to avoid causing bad associations. The words of names should be concise and clear, at the same time, we should pay attention to internationality, adapt to the pronunciation of foreigners, and avoid making wrong associations in foreign languages. The enterprise name that expresses or implies the enterprise image and goods should be consistent with the trademark, especially the brand it represents, and the well-known goods in the market can also be used as the enterprise name. The determination of enterprise name should not only consider tradition, but also have the characteristics of the times. Enterprise logo Enterprise logo is the logo of a specific enterprise and the core foundation of CI design system. Enterprise logo conveys information such as enterprise concept, content and product characteristics through simple modeling and vivid image. Logo design should not only have strong visual impact, but also express unique personality and sense of the times, and must be widely adapted to the production of various media, materials and supplies. Its manifestations can be divided into: 1. Graphic expression (including reproduced graphics, symbolic graphics and geometric graphics); 2 written expression (including the combination of Chinese and foreign characters and Arabic numerals); 3. Comprehensive performance (including graphic combination) in three aspects. Enterprise logo should be applied in the form of CI design, with a fixed standard prototype. When it is opened, a standard scale diagram must be drawn, and accurate numerical values such as the outline, lines and distance of the logo must be expressed. Its drawing can adopt grid marking method and multi-arc angle marking scale marking, so that the marking can be accurately described and copied when it is enlarged or reduced. The standard fonts of important enterprises include Chinese, English or other fonts, and the standard fonts are designed according to the enterprise name, brand name and address. 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 purposes, the font can be determined by the full name or abbreviation of the enterprise. Font design requires that the font be 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 in logo combination, carefully plan the spacing and shape, and pay attention to the systematicness and extensibility of fonts to adapt to the production of various media and different materials and the application of various items. The strokes, structure and font design of enterprise standard fonts can also reflect enterprise spirit, business philosophy and product characteristics. Standard drawing is to arrange standard fonts into suitable squares or diagonal squares, and to show the positional relationship of font height, width, size and angle. Standard color The standard color of an enterprise is the specified color used to symbolize the enterprise in visual identity design and applied to all media. Through the perception and psychological reaction to color, we can show the business philosophy of the enterprise and the characteristics of multi-product content, and reflect the attributes and emotions of the enterprise. Standard color has a strong recognition function in visual recognition symbols. The determination of enterprise standard color should be based on the industry attribute of the enterprise, highlight the difference between the enterprise and its peers, and create a distinctive color effect. The selection of standard colors shall be subject to international standard colors, and the use of enterprise standard colors shall not be too much, usually no more than three colors. The standard color of an enterprise usually does not exceed three colors, which are symbolic patterns. The symbolic patterns of enterprises are designed to match the basic elements and are widely used in various media. They should embody the spirit of enterprise in connotation and play a role in 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 expression, and have a harmonious relationship with logo graphics. They can also be designed through the modeling connotation of the logo or its components. When the basic elements are used in combination, there should be a rhythm of strong and weak changes and a clear primary and secondary relationship, and a variety of planning and combination designs should be carried out according to the needs of different media to ensure the unity and standardization of enterprise identification, strengthen the visual impact of the whole system and produce visual guidance effects. The slogan put forward by the enterprise is a summary of the enterprise concept, and it is a written propaganda slogan formulated by the enterprise according to its own marketing activities or ideas. The determination of enterprise slogan requires concise and catchy words. Accurate and loud corporate slogans can motivate employees to work hard for corporate goals within the enterprise, express the goals and directions of corporate development externally, and improve the impression of the enterprise in public psychology. Its main function is to supplement the corporate image and product image, so that the public can understand the corporate thinking in an instant and leave an unforgettable impression on the enterprise or product. Corporate Mascots Corporate mascots attract public attention and goodwill with cute or anthropomorphic images. Special font Special font is the unified design of the main characters, numbers and product names newly used by enterprises combined with the words used for external publicity. It mainly includes logo characters designed for enterprise products, logo characters designed for internal and external activities of enterprises, mastheads and title fonts designed for newspaper advertisements, poster advertisements, film and television advertisements, etc. The design of application element and application element system is to specify the application of basic element system in various media. When the most basic elements of enterprise visual identification, such as logo, standard words and standard colors, are determined, we should 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 match various application items. When the combination relationship of various visual design elements in each application project is determined, it should be strictly fixed in order to strengthen visual prayer through identity and systematization. The application element system generally has the following contents. The design and production of office supplies should fully reflect the strong unity and standardization, and show the spirit of enterprise. The design scheme should strictly stipulate the arrangement order of office supplies, and form a serious, complete, accurate and unified office supplies format based on plane arrangement, text format, color setting and various dimensions, giving people a brand-new feeling, showing the elegance 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. The design of enterprise external architectural environment is the visual presentation of enterprise image in public places, an open and distinctive group design, and a system that marks the face of enterprises. In the design and practice, with the help of the surrounding environment of the enterprise, the enterprise identification mark is highlighted and emphasized, and implemented in the surrounding environment, which fully embodies the unity, standardization, regularity and firmness of the enterprise image and makes 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. The internal building environment of an enterprise refers to the image of the internal environment such as office, sales hall, conference room, lounge and delivery room. The design is to put the corporate identity logo into 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 signs, flags, tags, pop advertisements, shelf signs, etc. Means of transport means of transport is a mobile and open way of corporate image communication, which flows many times, giving people instant memories and establishing corporate image intentionally or unintentionally. When designing, we should specifically consider their characteristics of movement and rapid flow, and use standardized words and colors to unify the design effects of various vehicle appearances. Enterprise logo and font should be eye-catching and strong in color, so as to attract people's attention and maximize the visual effect of its mobile advertising. Mainly including cars, CMB, buses, trucks, tool carts, etc. The neat and elegant uniform design of clothing enterprises can improve employees' sense of belonging, honor and ownership, change employees' mental outlook, promote the improvement of work efficiency, and make employees disciplined and have a sense of responsibility for the enterprise. The design should strictly distinguish the scope, nature and characteristics of the work, and conform to the clothing of different positions. There are mainly manager uniforms, manager uniforms, employee uniforms, etiquette uniforms, cultural shirts, ties, work hats, badges and so on. Advertising media enterprises choose various forms of advertisements in different media for publicity, which is a long-term, holistic and highly publicized mode of communication. It can transmit enterprise information at the fastest speed and in the largest range in a short time, and it is the main means for modern enterprises to transmit information. There are mainly TV advertisements, newspaper advertisements, magazine advertisements, street sign advertisements and poster advertisements. The company gift contract is also an effective advertising form. Product packaging is the economic source of enterprises. Product packaging plays a role in protecting, selling and spreading the image of enterprises and products. It is a symbolic, informational and commercialized corporate image, which represents the image of product manufacturers and symbolizes the quality and price of goods. Therefore, systematic packaging design has a strong promotion effect. 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. Gift enterprise gifts are mainly used to connect feelings, communicate and coordinate relationships for the sake of corporate image or enterprise spirit, visualization and human touch. They are used to combine corporate image with daily necessities for the purpose of corporate identity recognition and corporate image communication. 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. Exhibition is a kind of communication activity that uses advertising media to highlight corporate image and spread corporate products or sales methods in corporate marketing activities. Design should highlight the overall activities of the exhibition. In the design, we should emphasize the sense of wholeness, order and novelty to show the enterprise spirit. It mainly includes window display, exhibition display, shelf goods display, display goods display and so on. The articles printed and published by a printing and publishing enterprise represent the image of the enterprise and directly meet the stakeholders of the enterprise and the public. The purpose of the design is to achieve a good visual effect, fully reflect the strong unity and standardization, show the enterprise spirit, make consistent arrangement, fix the printing font and typesetting format, put the corporate logo and standard words in a specific layout style, and create a unified visual image to enhance the public impression. It mainly includes enterprise introduction, commodity description, product introduction, enterprise introduction, calendar, etc. Functional CI design system is an organized, systematic and unified comprehensive design of all aspects including internal management, external relations activities, advertising and other publicity activities based on enterprise positioning or business philosophy, so that these aspects of the enterprise can appear in front of the public in a unified form and produce a good corporate image. As an integrated design system of corporate image, CI design system is a complete and ideal method to establish and convey corporate image. Through CI design, enterprises can form standardized design and management for their own office systems, production systems, management systems, management, packaging, advertising and other systems, thus mobilizing the enthusiasm of each employee of the enterprise and participating in the development strategy of the enterprise. Divide the responsibilities and obligations of enterprises through integrated symbolic forms, so that enterprises can operate effectively in various functional departments, establish a distinct personality image of enterprises, distinguish their products from other similar products, stand out from their peers, help enterprises create brand effects and occupy the market quickly and effectively. The implementation of CI system can make the management of enterprises more scientific, orderly and symbolic. According to the development of the market and enterprises, we can purposefully formulate business ideas, formulate a set of executable management principles and norms, and quote them in the form of symbols, so as to streamline the production process and market circulation of enterprises, reduce costs and losses, and effectively improve product quality. The form of external communication is to use all kinds of media as a unified delivery, so that the public can accept a large number of information disseminated by enterprises, establish a good corporate image to improve the visibility of enterprises and products, enhance the public's memory of corporate image and the subscription rate of corporate products, make corporate products better sold and bring better social and operational benefits to enterprises. The effect of CI is always difficult to evaluate, because it involves a wide range and the effect is difficult to quantify. Japan's Nikkei Institute has designed a set of CI effect survey index system, including market factors, appearance factors and modern factors. Different enterprises will pay attention to different factors when introducing CI. The Nikkei Institute of Japan believes that the sales volume and advertising awareness of enterprises are the decisive factors to evaluate the effect of CI. Chinese scholars have also conducted in-depth research on this, and put forward a more detailed and scientific quantitative evaluation system of CI mentoring effect, including 30 indicators in five categories, including the identification of external activities of MI and BI, the identification of internal activities of BI, VI application elements and VI basic elements. This set of indicators reflects the content of CI in a comprehensive and detailed way, but the indicators are abstract and there are some problems in practical application. It should be said that the introduction of CI is a process in which enterprises pursue the harmonious unity of internal beauty and external beauty, and the implementation of enterprise CI strategy is a systematic project that is constantly moving and developing. It requires enterprises to revise, supplement and innovate according to their own different situations in different periods, so that enterprises can maintain and play 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, and the whole plan is carried out in advance, which combines the experience of domestic and foreign enterprises in introducing CI. Its operation process can be divided into the following five stages: 1. In the enterprise investigation stage, we can grasp the company's current situation, external cognition and design, and confirm the actual image cognition of the enterprise. 2. At the stage of establishing the concept of image, based on the investigation results, the internal and external cognition and market environment problems in various design systems are analyzed, and the basic concepts of company positioning and image are drawn up as the principle basis of CI design planning. 3. In the initial stage of design work, according to the basic image concept of the enterprise, it is transformed into concrete and visible information integration. And after careful work, in the test investigation, to determine the integrity and compliance with the enterprise's identification system. 4. The completion of the import stage focuses on determining the priority of import implementation projects, planning the advertising activities of enterprises and organizing CI.