There are basically three components:

1 enterprise's mental identity (MI);

2. Behavior identification (BI);

3 enterprise visual identity (vi).

The mental identity of an enterprise generally includes business creed, enterprise spirit, motto, enterprise style, business strategy, advertisement, employee values and so on.

The behavior identification of an enterprise includes two parts: internal and external. Internally, it includes the education of cadres and employees (such as service attitude, reception skills, service level, work spirit, etc. ), production welfare, working environment, production efficiency, waste gas treatment, pollution countermeasures, research and development, etc. Externally, it includes market research, product development and public relations, promotion activities, circulation policies, bank relations, stock market countermeasures, public welfare and cultural activities.

The visual identification of enterprises generally includes three parts: basic design, relational application and auxiliary application. Basic design includes, for example, enterprise name, brand logo, standard text, standard color, enterprise modeling, enterprise logo pattern, enterprise propaganda slogan, slogan, mascot and so on. Related applications include, for example, office appliances, equipment, signboards, signs, flags, architectural appearances, windows, uniforms, vehicles, packaging supplies, advertising, display, display and so on. Auxiliary applications, such as sample use, sample use specifications and other additional uses.

[Edit this paragraph] The structural level of the three elements of cis.

Structure diagram of Xiao Si system [[〔cis〕]

As can be seen from the structural diagram, concept (mi) is the center and foundation of ci, and the determination of enterprise management concept and enterprise strategy is the key for ci to implement Xiao Si strategy. The idea is directly related to the development direction and future of the enterprise. Perfect and unique mental identification is the basis of activity identification, and behavior identification (bi), as a dynamic system of an enterprise, is a concrete expression of idea (mi) and is also directly related to static visual identification (vi).

Rice is a spiritual concept of abstract thinking, and it is difficult to show its connotation and express its spiritual characteristics. Bi is a dynamic behavior form, which emphasizes the process. Vi uses visual image to identify personality, and its communication and appeal are also the most direct and powerful, which can fully show the basic spirit of enterprise identification-difference.

The core of cis is mi, and the values, spiritual concepts and ideal pursuits in corporate philosophy can all be regarded as the seeds of cis design. The emergence of cis is a kind of values and spiritual realm, the development and maturity of ideal pursuit, and their development and realization. Without them, corporate image is lifeless and lifeless. Through research, it is found that among many excellent enterprises, those who can achieve success. One of the important reasons is that they have a unique cultural quality, which enables them to stand out and succeed. For example, the famous Japanese Matsushita Electric Co., Ltd. started its business from $97 in 19 17 to a multinational company with 200,000 employees, which is the success of its leader Kōnosuke Matsushita's 20 business philosophies explored in practice. These 20 business ideas include:

1. Establish a correct business philosophy;

2. Look at everything from the point of view of generation and development;

3. Have a correct view of employing people.

4. Correctly understand the mission of the enterprise.

Step 5 follow the laws of nature

6. Profit is return

7. Implement the concept of * * ensuring * * glory;

8. It should be considered that the public is just;

9. Establish a firm belief in certain success;

10. Never forget to operate independently;

1 1. Implement "reservoir management";

12. Carry out moderate operation;

13. Implement specialization;

14. Training talents;

15. Brainstorm;

16. Both opposites and coordination;

17. Enterprise management is an art;

18. adapt to the changes of the times;

19. Concerned about politics;

20. be honest

In addition, let's take a look at the composition of mind identity, an enterprise of canon Canon, a famous Japanese company:

1, goal: ① to create the world's first product and promote the promotion of culture.

Create an ideal company and pursue eternal prosperity.

2. Social ethos: ① Self-initiative, self-awareness and autonomy.

② Take the strength doctrine as the motto and pursue the utility of talents.

Trust each other, enhance understanding and implement the spirit of harmony.

④ Take health and clarity as the motto, and promote the cultivation of personality.

Enterprise behavior identification covers almost the whole enterprise management activities. Different enterprises have different connotations. For example, banks attach importance to appearance and social image, while sales enterprises attach importance to appearance and market image. In corporate behavior, the factors that can directly affect the public and form public impression and evaluation can be mainly divided into 7 images and 24 factors, including:

1, technical image: excellent technology, strong research and development ability, and enthusiasm for new product development.

2. Market image: serious consideration of consumer issues, considerate service to customers, good at advertising, perfect consumer network and strong international competitiveness.

3. Enterprise spirit image: clean, modern, good spirit temperament and affinity.

4. Futurist image: Futurist, positive image, in line with the trend of the times.

5. Appearance and image: high reliability and large enterprise scale.

6. image of the operator: the operator has excellent quality.

7. Comprehensive image: a first-class enterprise, who wants to buy shares in this company and want to work for himself or his children.

Enterprise's behavior identification focuses on the process of behavior activities, and it takes some time for consumers to understand. Moreover, with the changes of the times, the content of enterprise behavior identification is constantly adjusted to conform to the reform of the overall system.

In all activities of cis, corporate visual identity [vi] plays the most direct role and has the most obvious short-term effect. Unified vi design can achieve the most effective and direct concrete effect in enterprise publicity and enterprise identification. Because of this, many people equate visual identity [vi] with cis, and even equate vi with "corporate image". Here, I hope readers can pay attention. In enterprise visual identification, visual design is the key to show the success of enterprise visual identification. A good design should have the following elements:

1. It should reflect the basic characteristics of enterprise mental identity.

2 can reflect the basic business nature of the enterprise.

3. Visual design must be easy to identify and remember, systematic and strictly different from other similar enterprises.

4. Visual design must conform to the aesthetic feeling, be pleasing to the eye, be accepted by most people and arouse their goodwill.

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