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Unlock the power of Corporate Identity Systems (CIS) as we delve into its three essential levels (from low to high): visual identity, behavior identity, and mind identity. Discover how each level contributes to creating a cohesive and impactful brand identity, fostering connections with customers and stakeholders.
01.
Three levels of CIS
1. Mind Identity (MI)
✨ Definition:
Like the 'heart,' it can encompass the company's goals, spirit, philosophy, culture, etc. For example: dedication, patience, sincerity, and meticulousness.
Through Mind Identity, one can understand whether the tone of the company, product, or service is stable or agile, luxurious or affordable.
People's initial perception of the company will come from Mind Identity.
2. Behavior Identity (BI)
✨ Definition:
Like the 'body,' behavior identity is the action that translates the aforementioned mind identity into tangible norms such as action plans, management strategies, and corporate regulations. It encompasses both internal and external facets:
Internal: Activities related to employee education, training, welfare, and fostering cohesion, all fall under internal identity.
External: Activities such as public relations, charity events, promotions, etc., that convey the corporate image externally are categorized as external behavior identity.
3. Visual Identity (VI)
✨ Definition:
Once a company has a comprehensive plan for mind and behavior Identity, the next step is to visualize and simplify it for intuitive communication with every stakeholder. Due to its ease of understanding and wide applicability, Visual Identity is often misconceived as synonymous with Logo Design in CIS. VI primarily comprises two categories:
Fundamental System Design: Encompassing elements such as logos, standard fonts, color schemes, basic combinations, and symbolic graphics.
Peripheral Application Systems: Including items such as business cards, envelopes, packaging, catalogs, tote bags, signage, and flags.
02.
Applied Case Study
Now that we've explored the three levels of Corporate Identity Systems (CIS) – Mind Identity, Behaviour Identity, and Visual Identity – let's delve into a compelling real-world example: Coca-Cola. Coca-Cola has established a strong presence and reputation as one of the most popular beverage companies globally. We'll examine how this iconic beverage company has effectively implemented CIS across these three levels, shaping its brand identity, behavior, and visual elements to resonate with consumers worldwide.
Image from "Icon Design System designed by Kenyon Weston (UK) in 2020".
📍 2.1 At the core of its Mind Identity:
Coca-Cola has articulated a clear purpose and vision statement: "To refresh the world. Make a difference." This statement not only communicates the company's overarching goal but also reflects its commitment to providing refreshing experiences and contributing positively to society.
Coco-Cola company's purpose and vision - https://www.coca-colacompany.com/about-us/purpose-and-vision
📍 2.2 At the stage of its Behavior Identity:
As the action to show the tangible of mind identity, Coca-cola translates it in two ways: internal and external.
Internal
The company emphasizes employee engagement, training, and welfare programs to foster a cohesive and motivated workforce.
The company mentioned that building a cohesive, collaborative, inclusive workplace that empowers our employees to thrive was one of their prioritize.
Read more of Life at Coca-Cola's and company program here:
https://www.coca-colacompany.com/social
Externally
Coca-Cola engages in various initiatives such as community outreach, environmental sustainability efforts, and promotional campaigns to reinforce its brand values and connect with consumers on a deeper level. Many famous campaign for society has been created by Coca-cola and has a good reputation for the company.
Read more of Coca-Cola's impact on social here:
https://www.coca-colacompany.com/social
📍 3. At the stage of its Visual Identity:
Visually, Coca-Cola has cultivated a distinctive and iconic brand identity that is instantly recognizable worldwide:
👉 Its classic red and white color scheme
👉 Its timeless logo features the iconic Spencerian script.
Coca-Cola's Visual Identity is synonymous with joy, happiness, and refreshment. This consistent visual representation across its packaging, advertising materials, and branding collateral reinforces Coca-Cola's brand image and creates a strong emotional connection with consumers.
"Icon Design System designed by Kenyon Weston (UK) in 2020" for Coca-Cola Brand Identity Guideline.
From the Coco-Cola visual guideline, 9 design elements make everything consistent and recognizable through all the brand's systems.
The scripts
The palette
The typeface
The Disc
The Ribbon
Contour Bottle Icon
The Arden Square
The Voice
The TM Square
Design elements of Coca-cola on differents items such as bottles, cans, tumbler, bottle cap, or even containers.
With its mesmerizing visual elements deployed worldwide, Coca-Cola's identity is instantly recognizable through its distinctive script, iconic color palette, and the timeless silhouette of its bottle. This remarkable consistency in visual branding ensures that Coca-Cola leaves a lasting impression on consumers' minds, making it one of the most successful examples of Corporate Identity Systems in the industry.
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