2 standard body
3 standard color
4 Specify font
5 corporate slogan (business slogan)
6 corporate personality representative image 1 advertising-TV, newspapers, magazines, billboards, calendars, etc.
Business-enterprise introduction, description, new products, exhibitions, etc.
3 Identification system-vehicles, tools and uniforms of enterprises and shops.
Commercial products (stationery, envelopes, etc. ), environment, equipment and so on. 1 product quality, circulation, service system, etc.
Elements of human behavior: words and deeds of managers, words and deeds of employees, service attitude and hospitality attitude.
Corporate image (CI design) casts corporate soul.
Enterprise identification system is the Chinese translation of English "Corporate Density Sestem", which is abbreviated as CI-S. It is generally believed that his theory originated in America.
In the mid-1950s, under the advocacy of its design consultant: "communicate the advantages and characteristics of IBM through some designs, so that the company's design can be unified in application", IBM of the United States took the lead in implementing CI design.
In the early 1960s, some large and medium-sized enterprises in the United States took certain elements that could completely establish and represent their image as a business strategy, hoping that it would become an effective means of corporate image communication.
Including the overall publicity strategies and measures for corporate image to penetrate into various fields. After a long period of time, this complete planning and design has been widely recognized by people and officially named as enterprise identification system.
In 1970s, CI theory was introduced into Japan, and a few farsighted enterprises took the lead in introducing CI, which gradually had an impact.
In 1980s, some enterprises in southern China began to try CI.
CI-S includes three parts: MI (spiritual identity), BI (behavior recognition) and VI (visual recognition), in which MI is the core and the highest decision-making level of the whole CI-S, which lays the theoretical foundation and code of conduct for the whole system and is expressed through BI and VI. All behavioral activities and visual design are carried out around the center of MI, and successful BI and VI are to accurately express the unique spirit of the enterprise.
BI directly reflects the individuality and particularity of corporate philosophy, including internal organization, management and education, external public relations, promotion activities, and funding social and cultural activities.
VI is the visual identification system of an enterprise, including the basic elements (enterprise name, enterprise logo, standard text, standard color, enterprise modeling, etc. ) and application elements (product modeling, office supplies, clothing, signboards, vehicles, etc. ). Through the visual communication design of specific symbols, it directly enters the human brain, leaving the visual image of the enterprise.
Corporate image is an important intangible asset of the enterprise itself, because it represents the reputation of the enterprise, product quality, personnel quality, stock ups and downs and so on. Although shaping corporate image may not bring economic benefits to enterprises immediately, it can create good social benefits, gain social recognition and values, and finally receive economic benefits transformed from social benefits. This is a major long-term investment in intangible assets. The future enterprise competition is not only the battle of product quality and variety, but also the battle of enterprise image. Therefore, shaping corporate image has gradually become a long-term strategy for enterprises with long-term vision.