Corporate image planning should be carried out under certain principles. The principles of corporate image planning mainly include the following aspects.

(1) Strategic principles

Corporate image planning is a new strategy to create enterprise advantages, product advantages and competitive advantages in order to launch a full range of image systems. It is a systematic project to scientifically regulate and control various effective resources. Therefore, CIS is not only a change in design or a change in the name of the enterprise, but should be raised to the survival of the enterprise and the rise and fall of the economy. For example, after IcI acquired a new company in the UK, the company's operations developed in the direction of diversification. The original logo could no longer meet the company's requirements, so the company decided to use 1 million pounds to modify the wavy company logo. To better represent the company's new image. For that. The company's decision makers believe that ICI's logo is not so much an indescribable mixture as a series of separate departments of the company as a one-stone, total company. The redesign of the system logo to integrate the acquired company into the original corporate structure is a new type of design, a strategy to be implemented in 150 countries.

(2) The principle of nationalization

Corporate image planning is not only a product of economy, but also a result of culture. Culture is rooted in the soil of different nationalities. If you want to plan and design a national corporate image, you must have a deeper analysis and understanding of Chinese and Western national cultures.

CIS in the United States emphasizes rationality and individuality, and emphasizes system construction. Japan's CIS emphasizes emotion, harmony and concept construction. China has just started in CIS planning and design, but China's CIS planning and design is based on 5,000 years of national culture. I believe that in the 21st century, there will be outstanding CIS works with Chinese national characteristics entering the CIS forest in the world.

(3) The principle of individuation

Japan's famous CIS design expert Shin Nai Yuan Nan said: the main point of CIS is to create corporate personality. Corporate image planning is the positioning of corporate personality. Positioning is to find gaps and positions in the hearts of consumers, with the aim of establishing a good corporate image with personality in this position. Positioning is the starting point of CIS and the first step to shape the corporate image.

Enterprises should have their own unique style in the design of the concept. It can clearly distinguish the concept of this enterprise from that of other enterprises. For example, Toyota and Nissan, which are both auto companies, the former's corporate image slogan is aimed at producing cars that the public loves, highlighting the image that caters to the public's tastes; while the latter's corporate image slogan is to create a tomorrow for people and cars. It emphasizes the image of continuous technological innovation.

The logo, name, brand, signboard and decoration of an enterprise should also have its own characteristics and reflect its own distinct personality, so as to stand out among thousands of enterprises and enhance the public memory and the popularity of the enterprise. McDonald's golden arc-shaped door, Apollo's caravan held up by people, and Coca-Cola's red waves, these unique and charming trademarks clearly distinguish the company from other companies and leave a memorable impression on the public. impression.

(4) The principle of systematization

CIS is a system engineering, which is an overall enterprise identification system including MIS,BIS and VIS. The three cohesion and externalization, organic combination, interaction, together to shape the rich. Personalized corporate image. In other words, it is the business philosophy of the enterprise and corporate culture through the specific sense of visual symbols. It is conveyed to various social welfare activities outside the enterprise to create an excellent corporate image with distinctive personality, generate cohesion and motivation internally, and improve the visibility and identity of the enterprise externally. Therefore, in the planning and design of CIS must not be fragmented and dismembered, to overcome the form of heavy light content, heavy design light dissemination of the CIS planning form. CIS is a complex system engineering, which is the integration and penetration of a variety of professional knowledge. It requires the cooperation of all kinds of experts and professionals, and the close cooperation between experts and enterprise decision makers is needed to complete this huge system engineering. It is difficult for an expert or an activity planning company or a design company to be competent.

(5) The principle of innovation

The planning and design of CIS should be novel, peculiar, superior, unique, innovative and original. The American design community has such a principle: not allowed to imitate the design of others, to constantly innovate. Viable CIS planning and design are often inseparable from the new and new words. Only new artistic conception, new form and new conception of planning and design can move and attract people. Make a person's eyes never forget, leave a deep impression.

First, take visual communication design as an example. For example, the sun god begs to set up a black figure with a bright red round sun down the mountain, reflecting the overall image of health, upward, people-oriented, unwilling to the status quo, and striving to develop. For another example, Coca-Cola uses a red background to set off the white flower body letter combination, crossing a wavy line belt, just like a white ship breaking through the waves in the red ocean, producing an unstoppable impact and shock. These patterns eye-catching image, design novel, refreshing. Secondly, innovation is not only reflected in the visual symbol system, but also in the concept recognition system and behavior recognition system.

(6) Operability principle

Enterprise philosophy is a kind of consciousness, a kind of business strategy, that is, the business purpose, management policy and values of the enterprise. It is the soul of the enterprise, is the basis for the operation of the enterprise, with a guiding force, cohesion, motivation, radiation. It is not a general philosophy of abstract thinking, nor is it a macro worldview and methodology, it must be in line with the practice of CIS and easy to operate.

The operability of CIS is also reflected in the corporate philosophy system should have a behavioral system as a guarantee. Although some enterprises have formulated the enterprise concept, they do not have a specific planning behavior system, resulting in the concept becoming a fashionable and empty slogan. For example, a shopping mall proposed x x shopping mall, shopping paradise is contrary to the principle of operability.

CIS has a strong operability, but also in the fact that it not only needs the participation and recognition of internal employees, but also needs to promote the business philosophy, corporate culture and business activities to the society through the communication system, so that more social public recognition; otherwise, corporate CIS is difficult to establish a good image in the public.