Enterprise Identification: Planning and Design of CI: Advertising and Design Series Textbooks (Second Edition)

Author: Wu Weishan
Publisher:
Publish Date: 2005-08-01
Features: Preface: The Magical Enterprise Packaging
Section 1: Problem Directory: Development of Design Theory
Chapter 1: Problem Proposal
1. Motivation Confirmation
2. Timing Selection
Chapter 2: Current Situation Assessment
1. Literature Survey
2. Decision-Making Level Survey
3. Employee Awareness Survey
4. Corporate Image Survey
Chapter 3: Goal Setting
1. Image Positioning
2. Concept Refinement
Appendix: International Classic Cases
Case 1: McDonald's
Case 2: Nike
Case 3: Mercedes-Benz
Section 2: Conceptual Text: Refinement of Language Forms
Chapter 1: Naming Principles
1. Naming Principles
2. Naming Rationale
3. Brand Strategy Implementation
Chapter 2: Concept Establishment
1. Business Purpose
2. Business Policy
3. Corporate Spirit
4. Corporate Values
5. Image Slogan
Chapter 3: Standardization Formation
1. Overall Behavioral Identification
2. Organizational Behavioral Identification
3. Employee Behavioral Identification
Appendix: Chinese Classic Cases
Case 1: Wahaha
Case 2: Youngor
Case 3: Hanyang
Section 3: Conceptual Graphics: Design of Visual Identity
Chapter 1: Development and Design of Basic Systems
1. Logo
2. Standard Characters
3. Standard Colors and Auxiliary Colors
4. Corporate Modeling
5. Auxiliary Graphics
Chapter 2: Development and Design of Application Systems
1. Office Stationery
2. Corporate Certificates
3. Transportation Vehicles
4. Environment, Signage, and Identification
5. Mass Communication Advertising and Promotional Items
6. Corporate Apparel
7. Packaging Materials
8. Promotional Materials
9. External Invoices
10. Other
Chapter 3: Corporate Image Design Manual
Appendix: VI Design Case Operation
Operation: Organization, Process, Documents
1. CI Introduction Organization
2. CI Introduction Process
3. CI Introduction Documents
Postscript: The New Vision of CI
References