英文版本

视觉形象设计

具体地说，就是指企业的经营理念、文化素质、经营方针、产品开发、商品流通等有关企业经营的所有因素。从信息这一观点出发，从文化、形象、传播的角度来进行筛选，找出企业具有的潜在力，找出他的存在价值及美的价值，加以整合，使他在信息社会环境中转换为有效的标识。这种开发以及设计的行为就叫“CI”。CIS,作为企业形象识别系统，理念识别(Mind Identity)，简称MI，行为识别(Behavior Identity)简称BI和视觉识别(Visual Identity)简称VI。

从理论上说，企业的经营理念是企业的灵魂，是企业哲学、企业精神的集中表现。同时，也是整个企业识别系统的核心和依据。企业的经营理念要反映企业存在的社会价值、企业追求的目标以及企业的经营这些内容，通过尽可能用简明确切的、能为企业内外乐意接受的、易懂易记的语句来表达。

企业行为识别的要旨是企业在内部协调和对外交往中应该有一种规范性准则。这种准则具体体现在全体员工上下一致日常行为中。也就是说，员工们的一招一式的行为举动都应该是一种企业行为，能反映出企业的经营理念和价值取向，而不是独立的随心所欲的个人行为。行为识别，则需要员工们在理解企业经营理念的基础上，把它变为发自内心的自觉行动，只有这样，才能使同一理念在不同的场合、不同的层面中具体落实到管理行为、销售行为、服务行为和公共关系行为中去。企业的行为识别是企业处理、协调人、事、物的动态动作系统。行为识别的贯彻贯彻，对内包括新产品开发、干部分配以及文明礼貌规范等对外包括市场调研及商品促进、各种报务及公关准则，与金融、上下游合作伙伴以及代理经销商的交往行为准则。

任何一个企业想进行宣传并传播给社会大众，从而塑造可视的企业形象，都需要依赖传播系统，传播的成效大小完全依赖于在传播系统模式中的符号系统的设计能否被社会大众辨认与接受，并给社会大众留下深刻的印象。符号系统中基本要素都是传播企业形象的载体，企业通过这些载体来反映企业形象，这种符号系统可称作企业形象的符号系统。VI是一个严密而完整的符号系统，它的特点在于展示清晰的“视觉力”结构，从而准确地传达独特的企业形象，通过差异性面貌的展现，从而达成企业认识、识别的目的。

企业形象识别系统是英文"Corporate l System"的中文翻译，简称CIS，其理论的发源地一般认为是在美国。50年代中期，美国IBM公司在其设计顾问："透过一些设计来传达IBM的优点和特点，并使公司的设计在应用统一化"的倡导下，首先推行了CI设计。60年代初美国一些大中型企业纷纷将能够完整树立和代表形象的具体要素是作为一种企业经营战略，并希望它成为企业形象传播的有效手段。它包含了企业形象向各个领域渗透的整个宣传策略与措施，这种完整的规划与设计在经过相当长的一段时间后被人们广泛认知并正式冠以企业形象识别系统的名称。70年代CI理论引入日本，少数有远见的企业先行导入CI，并逐渐产生了功效。进入80年代，中国南方一些企业也开始CI尝试。广东太阳神集团被认为是中国最早导入CIS的企业，通过视觉元素的展现，较好的体现了企业经营理念和经营风格。

CIS包括三部分，即MI（理念识别）、BI（行为识别）、VI（视觉识别），其中核心是MI，它是整个CIS的最高决策层，给整个系统奠定了理论基础和行为准则，并通过BI、VI表达出来。所有的行为活动与视觉设计都是围绕着MI

这个中心展开的，成功的BI与VI就是将企业富有个性的独特的精神准确的表达出来。BI直接反映企业理念的个性和特殊性，包括对内的组织管理和教育、对外的公共关系、促销活动、资助社会性的文化活动等。VI是企业的视觉识别系统，包括基本要素（企业名称、企业标志、标准字、标准色、企业造型等）和应用要素（产品造型、办公用品、服装、招牌、交通工具等），通过具体符号的视觉传达设计，直接进入人脑，留下对企业的视觉形象。

企业形象是企业自身的一项重要无形资产，因为它代表着企业的信誉、产品质量、人员素质、股票的涨跌等。塑造企业形象虽然不一定马上给企业带来经济效益，但它能创造良好的社会效益，获得社会的认同感、价值观，最终会收到由社会效益转化来的经济效益。它是一笔重大而长远的无形资产的投资。未来的企业竞争不仅仅是产品品质、品种之战，更重要的还是企业形象之战，因此，塑造企业形象便逐渐成为有长远眼光企业的长期战略。

企业形象既是企业的外在感性形象，也体现出企业的深刻文化内涵，企业形象的优劣既决定着企业的生存，也影响到企业的发展。《企业形象(CI)设计》结合“企业形象CI设计”发展的新形势和新特点，针对高等职业教育广告和艺术

设计专业应用型人才的培养目标，系统介绍了产品形象、服务形象、员工形象、组织形象、企业个性塑造以及企业形象的策划和导入等全方位的企业形象设计的基本知识和技能，并通过实例讲解流程环节和操作步骤以强化实践应用。

由于《企业形象(CI)设计》结构合理、流程清晰、图文并茂、通俗易懂、突出实用性且采用新颖、统一的格式化体例撰写，《企业形象(CI)设计》既适用于专升本及高职、高专院校广告艺术设计专业“企业形象CI设计”课程的教学，也可作为广告企业和艺术设计公司从业者的职业教育与岗位培训的教材，对于广大社会自学者也是一本非常有益的参考读物。

翻译：

Visual image design

Specifically, is refers to the enterprise management concept, cultural quality, management, product development, the circulation of commodities and other relevant business of all factors. From this point of view, from the culture, image, communication point of view to make the selection, to find out the potential of enterprise has, find out his existence value and aesthetic value, to be integrated, so that he converted to effective identity in the information society. The development and design of the behavior is called "CI". CIS, as the enterprise image recognition system, the concept of identification (Mind Identity), referred to as MI, behavior recognition (Behavior Identity) referred to as BI and visual identification (Visual Identity) VI. Theoretically speaking, enterprise business philosophy is the soul of an enterprise, is the concentrated expression of corporate philosophy, spirit of enterprise. At the same time, the core and basis is the enterprise recognition system. Enterprise business philosophy should reflect the social value of existence, the pursuit of business objectives and business content, by as much as possible with the simple exact, for the enterprise to accept, easy to understand and easy to remember words to express. Keystone enterprise behavior recognition is the enterprise in the internal coordination and external communication should have a normative standards. The principles embodied in the staff by the daily behavior. That is to say, the staff of a

move action should be a kind of corporate behavior, can reflect the enterprise's management idea and the value orientation, rather than a separate arbitrary personal behavior. Behavior recognition, need employees based on the business concept understanding, put it into the conscious action, from the bottom of my heart, only in this way, can make the same concept in different occasions, different level to implement specific management, sales, service behavior and public behavior. Behavior recognition of enterprises is the dynamic action system of enterprises processing, the harmony between people, things, objects. Carry out the implementation of action recognition, including new product development, distribution and politeness norms of cadres, including market research and promotion of foreign goods, all kinds of services and public relations standards, and the contact behavior standards for financial, upstream and downstream partners and agents.

Any enterprise to conduct propaganda and dissemination to the public, thus shaping the visual image of the enterprise, depend on communication system design, size effect propagation is totally dependent on the system of symbols in the communication system model of can be public recognition and acceptance, and to the public impression. The basic elements of symbol system is the carrier of the dissemination of corporate image, the carrier to reflect the corporate image, symbol system this symbol system which can be called the corporate image. VI is a strict and complete system of symbols, it features a clear display of the "visual" structure, so as to convey the unique corporate image accurately, by showing differences in appearance, so as to achieve understanding of enterprise, the purpose of identification. Enterprise image recognition system is English "Corporate L System" Chinese translation, referred to as CIS, birthplace of the theory is generally considered in American. 50 time metaphase, American IBM in its design consultant: "through the designed to convey some of the advantages and characteristics of IBM, and the company's design in the application of reunification" of the proposal, first introduced the CI design. In the early 60 American some large and medium-sized enterprises will be able to specific elements to establish a complete and representative image of as a business strategy, and hope that it becomes the effective means of corporate image

communication. It contains a corporate image to penetrate all areas of the publicity strategy and measures, the complete planning and design after a fairly long period of time after the name people widespread cognition and officially known as the enterprise image recognition system. 70 time CI theory is introduced into Japan, a visionary company of CI first, and gradually produced effectiveness. Enter 80 age, China south some enterprises have begun to try CI. Guangdong sun god group was believed to be the earliest China CIS into the enterprise, through the display of visual elements, better reflects the business philosophy and operating style.

CIS consists of three parts, namely MI (mind identity), BI (behavior identity), VI (visual identity), which is the core of the MI, it is the highest decision-making layer of the whole CIS, to the whole system laid the theoretical basis and standards of behavior, and expressed by BI, VI. Behavior and visual design is all around the center of MI, BI and VI success is to express the enterprise personalized unique spiritual accurate. BI directly reflects the enterprise concept of individuality and particularity, including promotion of internal organizational management and education, external public relations, activities, social cultural activities funding. VI is the corporate visual identity system, including the basic elements (corporate name, corporate logo, the word standard, standard color, enterprise modeling) and application elements (product, office supplies, clothing, signs, traffic tools), designed to convey through the concrete of visual symbols, directly into the brain, left to the enterprise vision image.

Enterprise image is an important intangible asset itself, because it represents the credibility of enterprises, the quality of the products, the quality of personnel, stock price etc.. Shaping the corporate image although not necessarily immediately bring economic benefits to the enterprise, but it can create the good social efficiency, obtain social identity, values, will eventually be received by the social transformation and economic benefits. It is a significant and long-term investment in intangible assets. Future competition is not only product.