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当代世界性广告权威、美国现代广告之父大卫·奥格威等同行在70年代将20世纪广告归纳为:50年代是产品广告时代;60年代是印象广告时代,此时开始塑造企业形象;七八十年代将是定位广告时代,这种定位广告开始了 CI 系统设计,1970年可口可乐公司采取了“方形红色招牌中的白色波浪图形”这一统一识别设计。1971年,日本第一银行和劝业银行合并时,在日本率先导入 CL 并创造性地
Contemporary world advertising authority, the father of modern American advertising David Ogilvy and other counterparts in the 20th century will be the 20th century advertising summarized as: the 50s is the era of product advertising; 60’s is the age of impression advertising, then began to shape the corporate image; The seventies and eighties will be the era of positioning advertising, this positioning ad started CI system design, 1970 Coca-Cola adopted the “white red wave square signs” This unified identification design. In 1971, Japan’s First Bank merged with the Bank of Advocacy, the first in Japan to import CL and creatively