CI design

Author: Li Jianshi
Publisher: Henan University Press
Book Description:
CI design, which originated in the early 20th century, has undergone nearly a century of development, evolving from initial unified logo design to an image recognition system centered on concept identification, embodied through behavioral identification, and disseminated through visual identification. In increasingly competitive market environments, especially in today's information society, CI design has become a crucial business strategy and marketing tool for enterprises. Communication theorist Marshall McLuhan once said, "The medium is the message." A visual identification system centered on the logo carries a company's brand information and plays a dominant role in disseminating its corporate image and building its brand identity. It can be said that image communication bestows life upon enterprises. Today's market landscape has undergone significant changes, and marketing strategies have shifted from market orientation to image orientation. In today's "brand wins" marketing rules, image elements have become the high-value added and the strategic high ground of product marketing. With China's entry into the WTO and the continuous increase in its economic volume, China's economy has become a significant force in the international market economy, and CI design plays an increasingly important role in this context.
Following the continuous development of the market economy, CI design emerged as part of art and design education in the early 1990s and has since become a core course in visual communication design. Strictly speaking, CI design should be considered an interdisciplinary field, with its knowledge points scattered across various disciplines such as design arts, advertising, and marketing. Design arts focuses on the visual identification design of CI, advertising emphasizes concept identification and brand communication, and marketing studies market and brand research. This to some extent restricts the in-depth and systematic development of CI design education. Compared to today's market development, theoretical research on CI design has lagged behind, and there are still many aspects in CI design education that need improvement. It is necessary to reorganize the theory and practice of CI design.
CI design, which originated in the early 20th century, has undergone nearly a century of development, evolving from initial unified logo design to an image recognition system centered on concept identification, embodied through behavioral identification, and disseminated through visual identification. In increasingly competitive market environments, especially in today's information society, CI design has become a crucial business strategy and marketing tool for enterprises. Communication theorist Marshall McLuhan once said, "The medium is the message." A visual identification system centered on the logo carries a company's brand information and plays a dominant role in disseminating its corporate image and building its brand identity. It can be said that image communication bestows life upon enterprises. Today's market landscape has undergone significant changes, and marketing strategies have shifted from market orientation to image orientation. In today's "brand wins" marketing rules, image elements have become the high-value added and the strategic high ground of product marketing. With China's entry into the WTO and the continuous increase in its economic volume, China's economy has become a significant force in the international market economy, and CI design plays an increasingly important role in this context.
Following the continuous development of the market economy, CI design emerged as part of art and design education in the early 1990s and has since become a core course in visual communication design. Strictly speaking, CI design should be considered an interdisciplinary field, with its knowledge points scattered across various disciplines such as design arts, advertising, and marketing. Design arts focuses on the visual identification design of CI, advertising emphasizes concept identification and brand communication, and marketing studies market and brand research. This to some extent restricts the in-depth and systematic development of CI design education. Compared to today's market development, theoretical research on CI design has lagged behind, and there are still many aspects in CI design education that need improvement. It is necessary to reorganize the theory and practice of CI design.
CI design is a course that is highly systematic in nature. For students of visual communication design, based on the characteristics of their professional attributes, they often focus on local morphological shaping while neglecting the overall "identity" and "communication" of CI itself. Some may follow rigid conventions, which can easily lead to one-sidedness and dogmatism in CI design.
This book strives to be systematic, scientific, professional, contemporary, and practical. In terms of writing methodology, it emphasizes the combination of theoretical knowledge and practical cases, avoiding rigid theoretical灌输 and supplemented with numerous detailed cases to illustrate the theories and methods of CI design. The explanations are designed to progress from simple to complex, from shallow to deep. The book extensively collects successful CI system implementation cases from Western countries since the 1960s and from China since the reform and opening-up, aiming to make the book intuitive, knowledge-based, and readable, providing readers with a practical learning content and approach.
As a course that integrates knowledge and practice, CI design combines both "skills" and "theory." Whether approaching it through "skills leading to theory" or "theory leading to skills," the ultimate goal is to achieve the unification of "skills" and "theory." Only in this way can learning be systematic and complete. Therefore, we believe in "specialization in one's field" and hold a higher regard for "mastering one's craft beyond the book." If this book can serve as a reference, inspiration, and aid for CI design education and designers, that will be the ultimate aspiration of this book.
Table of Contents:
Preface
Introduction
Chapter 1: Introduction
Chapter 2: The Evolution and Development of CI
Chapter 3: CI and Brand Strategy
Chapter 4: CI Design Process
Chapter 5: Basic System Design
Chapter 6: Applied System Design
Chapter 7: CI Manual
References
Afterword