In today's brand marketing, there is no VI design, which means that for a modern enterprise, its image will be submerged in the sea of business, making people unable to distinguish; It means that it is a soulless money-making machine; It means that its products and services have no personality and consumers have no attachment to them; It means that the team collapses and morale is low.
VI design generally includes basic part and application part. The role of an excellent VI design for enterprises should be:
A, clearly distinguish this enterprise from other enterprises, and at the same time establish the obvious industry characteristics or other important characteristics of this enterprise to ensure its independence and irreplaceable in economic activities; Defining the market positioning of enterprises is an important part of intangible assets of enterprises;
B, convey the business philosophy and corporate culture of the enterprise, and publicize the enterprise in visual form;
C, with its own unique visual symbol system to attract the attention of the public and generate memories, so that consumers have the highest brand loyalty to the products or services provided by enterprises;
D, improve the enterprise employees' sense of identity with the enterprise, and improve enterprise morale.
VI is a part of enterprise CI, which includes three aspects. They are BI, MI and VI, and the three aspects are enterprise mental identity, behavior recognition and visual recognition.
2vi is a part of CI [edit this paragraph] CI system consists of mind identity (MI) and Behavior Identity.
BI) and VIsual recognition (vi). [Edit this paragraph] 1, mental identity (MI) It is an identification system to establish the unique business philosophy of an enterprise and to identify the business philosophy of design, scientific research, production, marketing, service and management in the process of production and operation. It is the overall planning and definition of current and future business objectives, business philosophy, marketing methods and marketing forms, mainly including: enterprise spirit, enterprise values, enterprise creed, business purpose, business policy, market positioning, industrial composition, organizational system, social responsibility and development planning. It belongs to the ideological category of corporate culture. [Edit this paragraph] 2. Behavior identification (BI) is a dynamic identification form based on the actual business philosophy and the criteria for creating corporate culture, which is formed by unified planning of enterprise operation modes. It is based on business philosophy, and internally it is to establish a perfect organizational system, management norms, employee education, behavior norms and welfare systems; Externally, it is to explore market research and product development, convey the enterprise concept through social welfare cultural activities, public relations and marketing activities, and thus obtain the form of public recognition of the enterprise. [Edit this paragraph] 3. Visual recognition (VI) A complete and systematic visual expression system centered on signs, standard characters and standard colors. 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.
Enterprises can achieve it through VI design, gain employees' sense of identity and belonging internally, strengthen enterprise cohesion, establish the overall image of enterprises externally, integrate resources, transmit enterprise information to the audience in a controlled way, and continuously strengthen the audience's consciousness through visual symbols, so as to obtain the purpose of recognition. CI design was first put forward by the United States in 1960s, and was widely popularized and applied in Japan in 1970s. It is a brand-new idea for modern enterprises to move towards integration, visualization and systematic management. Its definition is: using the overall communication system (especially the visual communication system) to convey the business philosophy and spiritual culture of the enterprise to the enterprise and the public, so that they can have a consistent sense of identity or values on the production of the enterprise, thus forming a good corporate image and a design system for promotional products.
In today's international market, the competition is more and more fierce. The competition among enterprises is no longer the competition of products, quality and technology, but has developed into a diversified overall competition. In order to survive, enterprises must adjust and update their management, concepts and image, and make long-term development plans and strategies to adapt to the changes in the market environment. At present, the market competition, first of all, is image competition, corporate image design, corporate image competition, corporate image design and corporate image strategy. In order to unify and enhance the image power of enterprises, and make the enterprise image show a side that meets the requirements of social values, enterprises must carry out image management and image design. Source: Kang Yong Shi Sheng Cultural Communication
CI design system is based on enterprise positioning or business philosophy, and through visual and sound means, it carries out organized, systematic and unified comprehensive design on all aspects including internal management, external relations activities, advertising and other publicity activities, so that these aspects of the enterprise can appear in front of the public in a unified form and produce a good corporate image.
As a complete corporate image design system, CI is a complete and ideal method to establish and convey corporate image. Through CI design, enterprises can form standardized design and management for their own office systems, production systems, management systems, management, packaging, advertising and other systems, thus mobilizing the enthusiasm of each employee of the enterprise and participating in the development strategy of the enterprise. Divide the responsibilities and obligations of enterprises through integrated symbolic forms, so that enterprises can operate effectively in various functional departments, establish a distinct personality image of enterprises, distinguish their products from other similar products, stand out from their peers, help enterprises create brand effects and occupy the market quickly and effectively.
The implementation of CI system can make the management of enterprises more scientific, orderly and symbolic. According to the development of the market and enterprises, we can purposefully formulate business ideas, formulate a set of executable management principles and norms, and quote them in the form of symbols, so as to streamline the production process and market circulation of enterprises, reduce costs and losses, and effectively improve product quality. The form of external communication is to use all kinds of media as a unified delivery, so that the public can accept a large number of information disseminated by enterprises, establish a good corporate image to improve the visibility of enterprises and products, enhance the public's memory of corporate image and the subscription rate of corporate products, make corporate products better sold and bring better social and operational benefits to enterprises. [Edit this paragraph] ○ Basic element system design VI The basic element system of design strictly stipulates logo graphics, Chinese and English characters, standard colors, corporate logo patterns and their combination forms, which fundamentally standardizes the basic visual elements of enterprises. The basic element system is the core part of the corporate image and the basic element system of the enterprise, including: corporate name, corporate logo, corporate standard text, standard color, symbol pattern, group and application, corporate slogan, etc.
1. Enterprise name
The enterprise name is closely related to the enterprise image, which is the premise of CI design. It uses words to express the identification elements. The determination of enterprise name must reflect the business philosophy of the enterprise and embody the business philosophy; It should be unique, loud and easy to read, and pay attention to homophonic meaning to avoid causing bad associations. The words of names should be concise and clear, at the same time, we should pay attention to internationality, adapt to the pronunciation of foreigners, and avoid making wrong associations in foreign languages. The enterprise name that expresses or implies the enterprise image and goods should be consistent with the trademark, especially the brand it represents, and the well-known goods in the market can also be used as the enterprise name. The determination of enterprise name should not only consider tradition, but also have the characteristics of the times.
2. Company logo
Enterprise logo is the logo of a specific enterprise and the core foundation of CI design system. Enterprise logo conveys information such as enterprise concept, content and product characteristics through simple modeling and vivid image. Logo design should not only have strong visual impact, but also express unique personality and sense of the times, and must be widely adapted to the production of various media, materials and supplies. Its manifestations can be divided into: 1. Graphic expression (including reproduced graphics, symbolic graphics and geometric graphics); 2 written expression (including the combination of Chinese and foreign characters and Arabic numerals); 3. Comprehensive performance (including graphic combination) in three aspects. Enterprise logo should be applied to CI design form with a fixed standard prototype. When it is opened, a standard scale diagram must be drawn, and accurate numerical values such as the outline, lines and distance of the logo must be expressed. Its drawing can adopt grid marking method and multi-arc angle marking scale marking, so that the marking can be accurately described and copied when it is enlarged or reduced.
3. The standard font of the enterprise
Include Chinese, English or other fonts, and the standard fonts are designed according to the enterprise name, enterprise brand name and enterprise address. The selection of standard fonts should be clearly descriptive, directly convey the names of enterprises and brands, and strengthen the corporate image and brand appeal. According to different purposes, the font can be determined by the full name or abbreviation of the enterprise. Font design requires that the font be correct, beautiful and easy to read, and the line thickness and stroke structure of the font should be as clear, simplified and decorative as possible. In the design, we should consider the coordination and unity of the combination of fonts and logos, carefully plan the line spacing and modeling, and pay attention to the systematicness and extensibility of fonts to adapt to the production of various media, different materials and the application of various items. The strokes, structure and font design of standard fonts in enterprises can also reflect the enterprise spirit, business philosophy and product characteristics. The standard drawing method is to arrange standard fonts into suitable squares or diagonal squares, and display the positional relationship of fonts such as height, width, size and angle.
4. Standard color
The standard color of an enterprise is the prescribed color used to symbolize the enterprise in visual identity design and applied to all media. Through the perceptual stimulation of color to psychological reaction, we can show the business philosophy of enterprises and the characteristics of multi-product content, and reflect the attributes and emotions of enterprises. Standard color has a strong recognition function in visual recognition symbols. The determination of enterprise standard color should be based on the industry attribute of the enterprise, highlight the difference between the enterprise and its peers, and create a distinctive color effect. The selection of standard colors shall be subject to international standard colors, and the use of enterprise standard colors shall not be too much, usually no more than three colors.
5. Symbolic mode
The design of enterprise logo pattern is to cooperate with the wide application of basic elements in various media. It should embody the spirit of enterprise in connotation and play a role in setting off and strengthening the corporate image. Through the rich modeling of symbolic patterns, the corporate image established by symbolic symbols is supplemented, making its meaning more complete, easier to identify and more expressive. Symbolic patterns are simple and abstract in expression, and have a harmonious relationship with logo graphics. They can also be designed through the modeling connotation of the logo or its components. When the basic elements are used in combination, there should be a rhythm of strong and weak changes and a clear primary and secondary relationship. According to the needs of different media, a variety of planning and combination design should be applied to ensure the unity and standardization of enterprise identification, strengthen the visual impact of the whole system and produce visual guidance effects.
6. Slogans put forward by enterprises
Slogan is the generalization of enterprise concept, and it is a written propaganda slogan developed by enterprises according to their own marketing activities or ideas. The determination of enterprise slogan requires concise and catchy words. Accurate and loud corporate slogans can motivate employees to work hard for corporate goals within the enterprise, express the goals and directions of corporate development externally, and improve the impression of the enterprise in public psychology. Its main function is to supplement the corporate image and product image, so that the public can understand the corporate thinking in an instant and leave an unforgettable impression on the enterprise or product.
7. Corporate Mascot
Corporate mascots use cute people or personified images to attract public attention and goodwill.
8. Special fonts
Special font is the unified design of the main characters, numbers and product names newly used by enterprises combined with the words used for external publicity. It mainly includes logo characters designed for enterprise products and activities inside and outside the enterprise, as well as mastheads and title fonts designed for newspaper advertisements, poster advertisements, film and television advertisements, etc. [Edit this paragraph] ○CI application element system design Application element system design is a specific and clear regulation on the application of basic element system in various media.
When the most basic elements of enterprise visual identification, such as logo, standard words and standard colors, are determined, we should engage in the fine operation of these elements and develop various application projects. VI The combination system of each visual design element has different combination forms due to the scale of the enterprise and the content of the product. The most basic thing is to combine the standard words and signs of enterprise names into different units to cooperate with various application projects. When the combination relationship of various visual design elements in each application project is determined, it should be strictly fixed in order to strengthen visual prayer through identity and systematization. The application factor system has the following contents.
1. Office supplies
The design and production of office supplies should fully reflect the strong unity and standardization, and show the enterprise spirit. The design scheme should strictly stipulate the arrangement order of office supplies, and form a serious, complete, accurate and unified office supplies format based on plane arrangement, text format, color setting and various dimensions, giving people a brand-new feeling, showing the elegance of the enterprise, and at the same time showing the high concentration of modern office and the offensive of modern enterprise culture infiltrating into various fields. Including envelopes, stationery, notes, business cards, badges, work permits, invitations, folders, letters of introduction, bills, memos, information kits, official document forms, etc.
2. Enterprise external building environment
The external architectural environment design of enterprises is the visual presentation of corporate image in public places, an open and distinctive group design, and a system that marks the face of enterprises. In the design and practice, with the help of the surrounding environment of the enterprise, the enterprise identification mark is highlighted and emphasized, and implemented in the surrounding environment, which fully embodies the unity, standardization, regularity and firmness of the enterprise image and makes the audience get a good impression in the dazzling city. It mainly includes: architectural modeling, flags, facades, signboards, public signs, road signs, advertising towers, etc.
3. Enterprise internal building environment
The internal building environment of an enterprise refers to the image of the internal environment such as office, sales hall, conference room, lounge and delivery room. The design is to put the corporate identity logo into the indoor environment of the enterprise, fundamentally shape, render and spread the corporate identity image, and fully reflect the unity of the corporate image. It mainly includes: signs of various departments within the enterprise, corporate image signs, flags, tags, pop advertisements, shelf signs, etc.
4. Transportation facilities
Transportation is a mobile and open way to spread corporate image. It flows many times, giving people instant memories and establishing corporate image intentionally or unintentionally. When designing, we should specifically consider their characteristics of movement and rapid flow, and use standardized words and colors to unify the design effects of various vehicle appearances. Enterprise logo and font should be eye-catching and strong in color, so as to attract people's attention and maximize the visual effect of its mobile advertising. Mainly including cars, CMB, buses, trucks, tool carts, etc.
5. clothes
The uniform design of neat and elegant clothes in enterprises can improve employees' sense of belonging, honor and ownership, change employees' mental outlook, promote the improvement of work efficiency, and make employees have strict discipline and responsibility for enterprises. The design should strictly distinguish the scope, nature and characteristics of the work, and conform to the clothing of different positions. There are mainly manager uniforms, manager uniforms, employee uniforms, etiquette uniforms, cultural shirts, ties, work hats, badges and so on.
6. Advertising media
It is a long-term, holistic and highly publicized way for enterprises to choose various forms of advertisements for publicity. It can transmit enterprise information at the fastest speed and in the largest range in a short time, and it is the main means for modern enterprises to transmit information. There are mainly TV advertisements, newspaper advertisements, magazine advertisements, street sign advertisements and poster advertisements.
7. Product packaging
Products are the economic source of enterprises, and product packaging plays a role in protecting, selling and spreading the image of enterprises and products. It is a symbolic, informational and commercialized corporate image, which represents the corporate image of producing this product and symbolizes the quality and price of goods. Therefore, systematic packaging design has a strong promotion effect. Successful packaging is the best and most convenient way to publicize, introduce enterprises and establish a good corporate image. Product packaging mainly includes carton packaging, paper bag packaging, wooden box packaging, glass packaging, plastic packaging, metal packaging, ceramic packaging, wrapping paper and so on.
Step 8 give gifts
Corporate gifts are mainly for corporate image or enterprise spirit, visualization and humanization, and are used to connect feelings, communicate and coordinate relationships. They are based on corporate identity recognition, with the purpose of spreading corporate image, and express corporate image combination in daily necessities. Corporate gifts are also an effective form of advertising, mainly including T-shirts, ties, tie clips, lighters, key cards, umbrellas, commemorative stamps, gift bags and so on.
9. Show
Exhibition is to use advertising media to highlight corporate image and spread corporate products or sales methods in corporate marketing activities. Design should highlight the overall activities of the exhibition. In the design, we should emphasize the sense of wholeness, order and novelty to show the enterprise spirit. It mainly includes window display, exhibition display, shelf display, display display and so on.
10. Print publications
Articles printed and published by enterprises represent the image of enterprises, and directly meet the stakeholders of enterprises and the public. The purpose of the design is to achieve a good visual effect, fully embody the strong unity and standardization, show the enterprise spirit, arrange consistently, fix the printing font and typesetting format, place the enterprise logo and standard words in a specific layout style, create a unified visual image and strengthen the public impression. It mainly includes enterprise introduction, commodity description, product introduction, enterprise introduction, calendar, etc. [Edit this paragraph] ○CI design planning process CI design planning and implementation introduction is a step-by-step planning operation, and the whole plan is carried out in advance, which combines the experience of domestic and foreign enterprises in introducing CI. Its operation process can be roughly divided into the following five stages:
1. Grasp the company's current situation, external cognition and design status in the actual investigation stage of the enterprise, and confirm the actual image cognition of the enterprise.
2. Image concept establishment stage
According to the investigation results, the internal and external cognition and market environment problems in various design systems are analyzed, and the basic concepts of company positioning and image are drawn up, which is the principle basis of CI design planning.
3. Design, operation and development stage
According to the basic image concept of the enterprise, it is transformed into concrete and visible information. And after careful work, in the test investigation, to determine the integrity and compliance with the enterprise's identification system.
4. Complete the import phase
The key point is to determine the priority of implementing the project, plan the advertising activities of the enterprise and organize CI.
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Abbreviations commonly used by foreign companies indicate the process of continuous improvement of enterprise management, production, operation and service. CI is usually used as the main person in charge of each functional unit of the enterprise as a task, and as an index to evaluate performance.
A complete continuous improvement management system usually adopts lean six-sigma model, and its framework includes CIC, CIS, project responders and specific project executors, such as MBB (black belt master), BB (black belt), GB (green belt) and WB (white belt).
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Competitive intelligence refers to information and research on competitive environment, competitors and competitive strategies, which is a process and a product. The process includes collecting and analyzing competitive information; Products include the resulting intelligence and strategies.
According to the definition of SCIP (American Association of Competitive Intelligence Professionals), competitive intelligence is a process in which people collect, analyze and disseminate accurate, relevant, specific, timely, forward-looking and operable information about the business environment, competitors and organizations themselves in a professional manner.
It is both a product and a process. As a product, it is a kind of information, which must be:
A. About the external and internal environment of the organization
B. Special collection and value-added after processing.
C. decision-making needs
D. used to take action to win and maintain competitive advantage.
In a sense, competitive intelligence has three core functions:
Early warning system (monitoring, tracking, prediction and discovery) decision support (competition mode, production decision, new market, technology research and development) learning system (reference, comparison, management methods and tools, avoiding rigidity) Competitive intelligence work is to establish an intelligence system to help managers evaluate competitors and suppliers, thus improving the efficiency and effectiveness of competition. Intelligence is analyzed information. Decision intelligence is information of far-reaching significance to organizations.
Competitive intelligence helps managers analyze competitors, suppliers and environment, thus reducing risks. Competitive intelligence enables managers to predict changes in business relations, seize market opportunities, resist threats, predict opponents' strategies, discover new or potential competitors, learn from others' successful or failed experiences, gain insight into technological trends that have an impact on the company, understand the impact of government policies on competition, and plan a successful marketing plan. Competitive intelligence has become a long-term strategic asset of the organization. [Edit this paragraph] Definition of Community Identification (CI)
In order to uniquely represent each cell in GSMPLMN, network operators need to assign a code to all cells in the network, that is, cell identification (CI), which is combined with location difference (LAI) code to identify each BTS in the network and its covered cells (see GSM specification 03.03).
format
The cell identification CI consists of 16 bits, and the coding capacity is 65536.
transmit
As a part of cell global identity (CGI), cell identity CI is sent in the system message broadcast by each cell.
Background and influence
In general, there is no special restriction on the allocation of cell identity CI, and the value can be any value between 0 and 65536 (decimal). However, it must be ensured that no two cells in the same location area have the same cell identification code. This is usually determined in the system design of the network. Except for special circumstances (such as adding base stations to the system, etc.). ), the CI value of the battery should not be changed during the system operation.
Matters needing attention
It should be noted that two or more cells are not allowed to use the same CI in the same location area.
Work plan of human resources department 1
I started working on the 20th and have been working for half a year. In the intense, busy and