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01.
Definition Of Corporate Identity Systems
CIS stands for Corporate Identity System, translated into Chinese as 企業識別系統 (Corporate Identity System). It refers to the integration of a company's core values, image, products, and internal and external behaviors. It involves the visualization of a set of design concepts, usually represented by a logo.
The purpose is to unify and strengthen the image of the company or brand to leave a lasting impression on consumers, increasing exposure and expanding recognition.
02.
Beginning Of Corporate Identity Systems
The trend of CIS corporate identity systems began in the 1950s with IBM in the United States. Designers used the three letters of IBM to create a sleek style and image, showcasing IBM's corporate spirit and content.
IBM’s leadership in corporate architecture and art reflects a company-wide belief that good design is good business.
"Good design is good business."
Thomas J. Watson Jr. - Former IBM CEO
During a lecture at the University of Pennsylvania in 1973, the former CEO Thomas J. Watson Jr. expressed one of the key principles that guided his leadership at IBM: "Good design is good business." This principle has been developed over many years. Starting in 1952, when he became president of the company, Watson focused on incorporating design choices that showcased IBM's position as a pioneer in advanced technology.
*Read more about IBM Art and Architecture at the website aside.
IBM also provides a brand guideline with full details of theory and practice with the purpose of showing how their brand should be presented to all audiences around the world. Beyond serving as a roadmap for brand consistency, this guideline acts as a unifying tool for IBM's partners, aligning expectations and ensuring cohesion in collaborative projects.
The website includes all essential elements of IBM's corporate identity systems, from the core value to the design systems of the brand. Taking as a benchmark reference, it offers invaluable insights for crafting CIS tailored to any company's needs.
03.
Benefits of CIS
After gaining a further understanding of the concept and components of CIS, let's talk about the benefits that adopting CIS design can bring!
⭐️ Reducing homogeneity with competitors, enhancing corporate and brand recognition.
⭐️ Increasing the exposure of the brand or company and conveying core principles.
⭐️ Grasping market positioning and target audiences for more precise marketing.
⭐️ Promoting various activities of internal employees, effectively enhancing cohesion and a sense of belonging.
In summary, if CIS design is successful, it can significantly enhance the internal and external image of the company and even contribute to brand marketing! Therefore, the next topic to discuss is the CIS design process!
04.
Time to create CIS
Once you have a basic understanding of CIS, when is the right time to grasp the opportunity and introduce CIS design? It is generally recommended to introduce CIS corporate identity under the following circumstances:
👉 When a 'New' Corporate Image is Needed:
Whether it's a new product launch, the establishment of a new brand, or the opening of a new company, if a series of unique CIS designs are formulated and adopted from the beginning, entering the market with a complete corporate image has a greater chance of quickly establishing a foothold. Therefore, introducing CIS design when a company is just starting is the optimal time.
👉 When a Corporate Image Needs to be 'Reshaped':
For activities such as corporate mergers, organizational restructuring, or expanding into overseas markets, to symbolize a completely new corporate atmosphere, giving new meaning to the existing corporate image is beneficial. Therefore, introducing CIS design at this time, combining new corporate thinking is advantageous for establishing a new corporate image.
👉 When a Corporate Image Needs to be 'Changed':
When there is a change in corporate operating policies or a need to adjust direction to adapt to the times, the existing design image identification may no longer be suitable. To avoid the old corporate image conflicting with future plans and design developments, reintroducing CIS design is beneficial for re-evaluating the alignment between the current corporate spirit and design for long-term development.
👉 When a Corporate Image Needs to be 'Reinforced':
In a fiercely competitive market, to differentiate from competitors, it is recommended to review market positioning and marketing strategies through CIS design, reinforcing advantages and market segmentation to gain audience recognition. This is also a suitable time to introduce CIS design."
If we figuratively think about CIS, it's like the important impression people have when they meet. CIS is the crucial way for anyone interacting with a company to create a good first impression. If a company wants to establish a strong and memorable corporate identity, it is important to carefully design and implement a comprehensive CIS. A well-executed CIS can help build brand recognition and trust among customers and stakeholders.
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