Specific components of cis
Mi: mental identity bi: behavior recognition vi: visual recognition
What is cis?
Cis is the abbreviation of corporate identity system, which means enterprise identification system. In 1960s, Americans first put forward the concept of enterprise ci design. It is said that ibm in America is a pioneer in this field.
The main meaning of cis is to unify the design of enterprise culture and business philosophy, and convey it to the enterprise and the public by using the overall expression system (especially the visual expression system), so that it can have a consistent sense of identity with the enterprise, thus forming a good corporate impression and ultimately promoting the sales of enterprise products and services.
The significance of cis
Internally, enterprises can form standardized design and unified management of their office systems, production systems, management systems, marketing, packaging, advertising and other publicity images through ci design, thus mobilizing the enthusiasm and sense of belonging and identity of each employee of the enterprise, so that all functional departments can perform their duties and cooperate effectively.
Externally, the unique image of the enterprise is formed through the integrated symbol form, which is convenient for the public to identify and identify the corporate image and promote the promotion of enterprise products or services.
Specific components of cis
Hideki Yamada, a famous Japanese ci expert, thinks that ci includes the following two concepts:
First, ci is an activity in which corporate philosophy and corporate culture are clearly recognized;
Second, ci uses signs and standard words as tools to spread corporate ideas and corporate culture.
In other words, ci system is composed of mi (mental identity), bi (behavioral identity) and vi (visual identity). Among the three major components of cis, the core is mi, which is the highest decision-making level of the whole cis, laying the theoretical foundation and code of conduct for the whole system and expressing it through bi and vi. All behavioral activities and visual design are carried out around mi, and successful bi and vi are aimed at accurately expressing the unique spirit of the enterprise.
Michelle Obama: Spiritual identity.
Corporate philosophy affects the decision-making, activities, systems and management of enterprises internally, and affects the public image and advertising of enterprises externally.
The so-called mi refers to the establishment of the enterprise's own business philosophy, the overall planning and definition of the current and future business objectives, business ideas, business methods and marketing status.
The main contents of management information include
Enterprise spirit, enterprise values, enterprise culture, enterprise creed, business philosophy, business policy, market positioning, industrial composition, organizational system, management principles, social responsibility and development planning.
Bi: behavior recognition
Bi is located in the middle layer, which directly reflects the individuality and particularity of the enterprise concept. It is a dynamic identification system formed by the unified planning of the enterprise operation mode by the practice of the enterprise management concept and the establishment criteria of the enterprise culture. Including internal organization, management and education, external public relations, promotion activities, funding social and cultural activities, etc. Through a series of practical activities, the spiritual essence of the enterprise concept is extended to every corner of the enterprise, and the great spiritual strength of employees is gathered.
Bi includes the following contents
Internally: organizational system, management norms, code of conduct, cadre education, employee education, working environment, production equipment, welfare system, etc.
External: market research, public relations, marketing activities, circulation countermeasures, product research and development, public cultural activities, etc.
Six: visual recognition
Vi: A complete and systematic visual expression system with signs, standard characters and standard colors as the core. Transform the above abstract concepts such as corporate philosophy, corporate culture, service content and corporate norms into concrete symbols to create a unique corporate image. In ci design, visual identification design is the most spreading and appealing, and it is most easily accepted by the public, which is of great significance.
Vi system:
A. Basic element system: such as enterprise name, enterprise logo, enterprise modeling, standard words, standard colors, symbol patterns, propaganda slogans, etc.
B Application system: product modeling, office supplies, corporate environment, transportation, clothing, advertising media, signboards, packaging systems, official gifts, exhibitions and printed publications.
The main contents of a set of vi design:
First, the basic element system
A. symbols
B. Standard words
C. standard color
D. combination of signs and standard words.
Two. application system
A. Office supplies: envelopes, stationery, notes, business cards, badges, work permits, invitations, folders, letters of introduction, bills, memos, information kits, official document forms, etc.
B. External architectural environment of the enterprise: architectural modeling, company flag, corporate facade, corporate signboard, public signboard, road sign, advertising tower, neon advertisement, courtyard beautification, etc.
C. Internal building environment of the enterprise: departmental signs, common signs, floor signs, corporate image signs, flags, billboards, pop advertisements, shelf signs, etc.
Means of transportation: cars, trucks, buses, trucks, tool cars, oil tankers, ships, planes, etc.
E. Clothing: manager's uniform, manager's uniform, employee's uniform, etiquette uniform, T-shirt, tie, work cap, buttons, epaulettes, badges, etc.
F advertising media: TV advertisements, magazine advertisements, newspaper advertisements, online advertisements, street sign advertisements, poster advertisements, etc.
G product packaging: carton packaging, paper bag packaging, wooden box packaging, glass container packaging, plastic bag packaging, metal packaging, ceramic packaging and wrapping paper.
H. Official gifts: T-shirts, ties, tie clips, lighters, key cards, umbrellas, medals, gift bags, etc.
1. Display: window display, exhibition display, shelf display, display display, etc.
J printed matter: company profile, product description, product profile, calendar, etc.
Logo is a symbol.
What is a sign?
Signs, logos and trademarks are the products of modern economy, which are different from ancient imprints. Modern signs bear the intangible assets of enterprises and are the medium of comprehensive information transmission of enterprises. As an important part of enterprise CIS strategy, logo is the most widely used, frequent and key element in the process of corporate image communication. The strong overall strength, perfect management mechanism, high-quality products and services of the enterprise are all contained in the logo, which is deeply left in the hearts of the audience through constant stimulation and repeated portrayal.
Logo design fixes concrete things, events, scenes and abstract spirit, ideas and directions through special graphics, which makes people naturally associate with logos when they see them, thus generating a sense of identity with enterprises. Signs are closely related to the operation of enterprises. Logo is an essential element in daily business activities, advertising, cultural construction and foreign exchange. With the growth of the enterprise, its value is also increasing. Someone once asserted: "Even if all the assets of Coca-Cola are burned by a torch, Coca-Cola can stand up again with its trademark". Therefore, enterprises with long-term vision attach great importance to logo design and understand the role of logos. In the early days of the enterprise, a good logo design is undoubtedly an important carrier for the accumulation of intangible assets in the future. If there is no sign that can objectively reflect the enterprise spirit and industry characteristics and has a scientific and beautiful shape, it will cause unnecessary waste and loss to the enterprise when it develops and makes changes and adjustments. After the Bank of China changed its logo, the replaced outdoor media was taken off the shelves nationwide, with a loss of 20 million.