CIS common sense
What is CIS?
The word CI is familiar to most designers and enterprises in China. CI(corporate identity) is what we call a corporate identity system. CI originated in Europe, grew up in America and deepened in Japan. As an enterprise identification system, CI usually includes MI mental identification, BI behavior identification and VI visual identification.
1, spiritual identity:
Mental identity is the core of enterprise identification system. It is not only the purpose and policy of enterprise management, but also a distinct cultural value. External is the measure of enterprise identity, and internal is the cohesion within the enterprise. The CI project of the system starts with ideological identification, which is the starting point of theoretical structure and operating procedures.
Corporate identity is the key to the development and implementation of CIS. Whether a perfect enterprise identification system can be successfully developed mainly depends on the establishment and persistence of mental identity. Only by extending this ideological system to dynamic enterprise activities and static visual communication design can we create a unique corporate image perfectly.
An enterprise's mind identity system includes four items: enterprise mission, management concept, code of conduct and activity field.
(1) corporate mission
Enterprise mission is the most basic starting point of enterprise ideological identity and the driving force of enterprise action. Only by establishing a clear sense of mission can we meet the self-realization needs of enterprise members, constantly stimulate their creative enthusiasm and win more universal and lasting support, understanding and trust from the public. Even if the enterprise is operating, it will be dead or on the verge of bankruptcy.
(2) management philosophy
What kind of idea is management philosophy to manage the basic management principles and values of enterprises? "How to do it" is the management concept of an enterprise, and it is the value standard and guiding principle pursued in interpersonal communication within the enterprise and external business activities. Business philosophy is the foundation of enterprise personalization, the soul and nerve center of enterprise culture, the comprehensive method of enterprise overall design and overall information selection, and the logical starting point of all enterprise behaviors. It is gradually formed in the production and operation, and has the characteristics of operability and practicality. IBM firmly believes that "principle is the only holy book of an organization".
(3) Code of Conduct
Code of conduct is a series of standards and rules for employees to participate in business activities in enterprises, which embodies the specific requirements of enterprises for employees. Specifically, it includes service convention, labor discipline, work code, code of conduct, operating rules, attendance system, etc.
(4) Activity areas
The field in English refers to the technical scope or commodity field that an enterprise should carry out its activities. Enterprise mission, management concept and code of conduct belong to the theoretical category of enterprise concept. The application form of enterprise concept is concretely implemented and embodied in certain activities.
(1) Slogans, slogans, (2) advertisements, (3) enterprise songs, (4) enterprise mottos, (5) rules and regulations and manuals.
In short, the practical scope and manifestations of corporate philosophy are not limited to these. It is important that enterprises should be good at creating words of enterprise mental identity that are in line with the reality of enterprises and have individual characteristics in the process of introducing CIS, so as to make enterprise ideas spread better and faster among the public at home and abroad.
2. Behavior recognition:
Behavior identification is the "practice" in the enterprise CI system, and it is the behavior mode that the enterprise idea resorts to planning, which is manifested in organizational system, management training, code of conduct, public relations, marketing activities and public welfare undertakings. All internal and external communication organizations embody or implement the idea through activities. In CIS, behavior recognition is the most extensive field, and it is also a category that theoretical discussion lacks systematicness so far.
Enterprise behavior or activity identification should have the following characteristics:
The first is the unity of behavior (activity) identity. First of all, all the behaviors (activities) of an enterprise should be highly consistent with the enterprise's concept (MI) and not contrary to the enterprise's business philosophy. Secondly, all behaviors (activities) of the enterprise should be consistent from top to bottom, that is, all activities carried out by all employees and departments of the enterprise should focus on one center, that is, serving the good image of the enterprise. Anything that goes against this goal will damage or destroy the unity of corporate image.
The second is the uniqueness of enterprise behavior (activity) identification. If an enterprise wants to win in the business war with its competitors such as Lin, it must be guided by the enterprise concept, and its behavior (activity) identification reflects its different personality from other enterprises, and this unique personality is the basis for the public to identify the enterprise, otherwise it will easily fall into the realm of indifference, and the enterprise will be submerged in the ocean of goods. Therefore, enterprises should pay attention to the uniqueness and difference of enterprise activities, because it is through this unique activity that consumers learn about enterprises.
According to the simple method of classification from columns, behavior identification factors can be divided into internal and external aspects:
Internal:
(1) cadre education; (2) Staff education, service attitude, telephone courtesy, answering skills, service level and work spirit;
(3) production welfare; (4) working environment; (5) internal operation; (6) Production equipment;
(7) Waste treatment and pollution countermeasures; (8) research and development.
External:
(1) market survey; (2) product development; (3) the relationship between the public and the public; (4) promotional activities; (5) Circulation countermeasures;
(6) Countermeasures for agents, financial industry and stock market; (7) Public welfare cultural activities.
The Theory of Enterprise Management and Public Relations discusses many problems involved in behavior identification. But it is different from them in scope and angle. Different from thinking about employee behavior in enterprise management, CI behavior identification focuses on the communication function of employee behavior in enterprises, and different from employee behavior discussed in public relations, the significance of CI behavior identification lies in building the consistency and difference of behavior identification. One or two successful public relations activities do not necessarily show behavioral identity. The key is to see whether you have the unified effect of identity and whether it contributes to the construction of intellectual integration in CI relationship.
From the perspective of communication, CI behavior identification can be divided into internal and external behavior identification according to the nature and channels of communication. Internal behavior recognition is the basis of external behavior (activity) recognition; External behavior (activity) cognition is the extension and expansion of internal behavior cognition.
Organizational behavior is a reasonable part of behavior identification, and the organization of organizational behavior itself becomes an effective symbol of behavior identification, which has the functions of internal identification and external identification.
3. Visual recognition:
Through static and concrete forms of visual communication, visual recognition conveys corporate ideas and values to the society in an organized and planned way, and establishes a unified corporate identity. Visual identification system consists of basic design elements and application design elements, which is the most direct and intuitive expression of corporate image.
The enterprise visual identity system, namely VI system, is an important part of CI's overall strategy, which belongs to the international general design, and generally includes two parts: the basic layer and the application layer, which reflect the enterprise image and make the public know the information that the enterprise wants to convey at a glance.
Corporate image design must grasp the internal identity and external differences, that is, the whole VI system (including basic system and application system) must be complete, unified and universal, and at the same time, it must show its individuality and be different.
The characteristics of visual recognition are: attaching importance to visual impact, emphasizing unified standard symbols and pursuing simplicity.
A complete set of VI generally includes basic part and application part, the most important of which is the development of LOGO. Corporate logo is the core of VI system, and it is the refinement of corporate culture, business philosophy, corporate purpose and goal. In VI system, logo is the most widely used and frequently appeared element, which has the leading power to mobilize all visual design elements. The symbol of creativity, whose theme is taken from the theme material of the enterprise. Usually, as another part of corporate image, it is the auxiliary logo of the enterprise, that is, some visual graphics are used to assist the corporate logo, strengthen the corporate personality and express the characteristics of products and services;
Around 1950s, visual recognition (VI) rose in America.
Its background is influenced by American "automobile culture". At that time, the expressway network had been formed, which put forward new requirements for road traffic signs. In order to adapt to high-speed driving and complex driving paths, unified and concise traffic identification symbols have appeared. American marketers transfer this concept to commercial communication, thinking that consumers are like high-speed drivers, facing the complex identification environment of entertainment centers, so competitive companies need concise and unified symbols to grasp the attention of consumers (and all relevant audiences).
This idea of standard symbol system is also widely used in various public places.
Visual information communication occupies the largest proportion in the whole communication, and corporate identification is mainly based on visual graphics. Its basic elements include: trademark, standard color, standard characters and so on. IBM and McDonald's are representatives of American companies that use VI at this stage.
Image connotation:
What is image? It is a specific activity and gesture that can arouse people's thoughts or emotional activities. Corporate image is a kind of view of enterprises.
Corporate image is one of the key factors that determine the survival and development of enterprises in the competition. The composition of corporate image, that is, its connotation, can be divided into the following three forms:
1. Material performance. Including office facilities, equipment, product quality, environment, group logo, decoration, financial strength and so on. The most important thing is product quality, which is the core of establishing corporate image and the first impression.
2. Social performance. Including enterprise personnel, talent lineup, technical strength, economic benefits, work efficiency, public relations, management level, etc. The most important thing is the quality of employees.
3. Spiritual expression. Including the enterprise's beliefs, moral standards and slogan spirit,
The elements of corporate image mainly depend on the inner spiritual quality. The elements of corporate image are embodied in product image, environmental image, employee image, entrepreneur image, public relations image, social image and overall image.
Principles for importing configuration items:
Strategic principles;
Nationalization principle;
Insist on individualization
Principle of identity;
5. The principle of systematization;
6. The principle of communication.