Enterprise marketing communication has a clear purpose, and CIS, as the basic identification system of enterprise's own image, has built the target platform of all its marketing communication activities, and its most important element is the brand that marks and maintains the relationship between consumers and enterprises. Compared with specific products, brands are typical "soft power". Every move of the enterprise and every smile of the consumer will show the true connotation and spiritual charm value of the brand.
Since the new century, the social and commercial marketing communication environment has shown the characteristics of multi-dynamic globalization, with the rapid development of new media forms such as the Internet and mobile phones, the traditional media has begun to face reconstruction. With the change of business environment and media platform, enterprises need to re-plan, consider and make choices according to the weight of media communication benefits. Since the beginning of this century, many enterprises have successively updated or reshaped their images to adapt to the majestic era of three-dimensional multimedia information. The three-dimensional and multi-dimensional span characteristics of the media have influenced many enterprises to implement code-based communication more widely instead of taking relatively fixed signs as the image core, giving designers and communicators more flexible space to play on the basis of ensuring image communication. The traditional CIS model has also begun to explore new development ideas in the aspects of signs (core identification elements), visual identification system and overall communication.