Planning and design of corporate identification CI

Author: Wu Weishan, Chen Haiyan, Lu Ting
Publisher:
Publish Date: 2005-08-01
Features:
Introduction: The Magical Corporate Packaging
Section 1: Problem Directory: Development of Design Theory
Chapter 1: Problem Proposal
1. Confirmation of Motivation
2. Timing Selection
Chapter 2: Current Situation Assessment
1. Literature Survey
2. Decision-Making 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
Section 2: Conceptual Text: Refinement of Language Form
Chapter 1: Naming Principles
1. Naming Principles
2. Naming Rationale
3. Brand Strategy Implementation
Chapter 2: Establishment of Philosophy
1. Business Purpose
2. Business Policy
3. Corporate Spirit
4. Corporate Values
5. Image Slogan
Chapter 3: Formation of Norms
1. Overall Behavior Identification
2. Organizational Behavior Identification
3. Employee Behavior 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 Shape
5. Auxiliary Graphics
Chapter 2: Development and Design of Application Systems
1. Office Stationery
2. Corporate Documents
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: Organization, Process, Documents
1. CI Introduction Organization
2. CI Introduction Process
3. CI Introduction Documents
Postscript: The New Horizon of CI
References