Visual recognition (VI). Visual recognition VI is English vision.
The abbreviation of identity means that an enterprise is different from other enterprises because of its unique visual elements such as name, logo, standard text and standard color. The expression of VI must rely on some material carrier, such as factories, shops, billboards, product appearance and packaging. According to the research of ergonomics, the most important way for people to obtain information is vision, accounting for about 80%, so VI is the most visually impactful part of enterprise identification system. People's understanding of CI began with VI, and the early CI planning was mainly VI planning. Although VI is easier to achieve than MI and BI, and its effect is highly displayed, its impact on corporate image is not lasting and deep, and sometimes it is difficult to fully reflect MI, so it is also difficult to fully reflect the content of CI. Therefore, visual recognition without mental identity and behavior recognition is lifeless.
Meaning of words
To further understand CI, we can understand it from the following angles:
(1), CI is the process of shaping corporate image. Some people confuse CI with corporate image, which is a misunderstanding. CI is the practice and measures to shape corporate image, more precisely, it is the process of taking various measures to shape corporate image, and it is by no means the corporate image itself. Corporate image building is not something that can be completed in a day or two, which also reflects that the implementation of CI is not an activity, but a long-term process.
(2) CI is a systematic project of enterprise management. Some business leaders believe that the company already has a name, logo and trademark, and what CI planning is needed. This is due to the one-sided understanding of CI, which also involves all aspects of corporate culture and corporate practice, and is a systematic corporate behavior. Not knowing this, some advertising companies only stay in the artistic stage of visual image design, which leads some enterprises to spend money but can't see any actual effect. The systematicness of CI is the reason why many people call it "CIS".
(3) CI is an investment behavior of enterprises. Because enterprises often lack experts who are familiar with CI, their CI planning is basically entrusted to specialized consulting companies, public relations companies and advertising companies. According to the current domestic situation, it generally needs 300 ~ 1 10,000 yuan, and the CI investment of Shaanxi Rainbow Group, Henan Xinfei Group and Guangdong Shanshan Group is more than 2 million yuan. Some enterprises feel that it is not cost-effective to spend so much money at once, but they may not see immediate results. This view lacks strategic vision. Because it often takes a year or two or even three to five years or even longer from the introduction to the completion of CI, its effect is lagging behind. If you don't realize that CI is a valuable investment for enterprises, it is difficult to understand this.
(4) CI is an integral part of an enterprise's business strategy. In the process of shaping corporate image, the most important thing for CI is to spread the information of corporate ideas, behaviors and visual elements. We know that in the face of increasingly fierce market competition, strategic management with the overall situation as the object and facing the future is an inevitable choice for enterprises. To formulate an enterprise development strategy, we must stand at the height of the overall situation, comprehensively consider supply, production, technology, sales, service, finance, personnel and other aspects, and formulate an action plan for enterprise business activities according to the needs of the overall development. The shaping of corporate image is an inevitable problem in the development strategy of enterprises. To make a correct answer to this, it is a wise choice for far-sighted entrepreneurs to introduce and implement CI. Therefore, we emphasize that CI is not an isolated enterprise behavior, but an information dissemination strategic behavior that affects the future development path of enterprises.