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企业视觉识别系统(CIS)是由理念识别(MI)、行为识别(BI)以及视觉识别(VI)三个层面构成的。这一识别系统与企业有着十分密切的关系,如果将MI比作企业的心脏,把BI比作企业的手,那么VI就是企业的脸。VI是具体化、视觉化的传达形式,其所涉及的项目最多、层面最广、所取得的效果也最为直接。企业品牌形象视觉识别是以视觉传播来感染媒体,将企业理念、文化物质、服务内容、企业规范等抽象语意,转化为具体的符号概念,以标准化、系统化、统一化的手法,来塑造企业独特形象,突显企业个性。本文主要对企业视觉识别系统在企业品牌建设中的作用展开分析和研究。
The Enterprise Visual Identity System (CIS) is composed of three levels of concept recognition (MI), behavior recognition (BI) and visual recognition (VI). This identification system and the business has a very close relationship, if MI is compared to the heart of the business, BI as the hands of the enterprise, then the VI is the face of the enterprise. VI is a concrete, visual form of communication, which involves the most items, the most extensive level, the results obtained are also the most direct. Visual identity of the brand image of the enterprise infects the media by visual communication, transforms the abstract semantics of the corporate philosophy, cultural material, service content and corporate norms into specific symbolic concepts and forms the enterprise with standardized, systematic and unified methods Unique image, highlighting the corporate personality. This article mainly analyzes and studies the function of the enterprise visual recognition system in the corporate branding.