Corporate Image CI Design Method

(I) Morphological analysis method The morphological analysis method treats the CI design object as a system, a system with a variety of morphological factor distributions and combinations, and design creativity is the process of arranging and combining various form factors. The morphological analysis method is to first find out the various form factors, and then use the network graphical method to arrange various combinations, and then choose the best plan from among them.

The operating procedure of morphological analysis is:

(1) Identify creative goals. After the objectives to be achieved in a general CI project are clear, CI designers should be made aware of the functions of the project through the design and development around this purpose. If the project only achieves a stable, reliable, colorful, and energetic state, it can meet the fundamental purpose of the project.

(2) Analyze the morphological elements. Determine the main components or basic elements of the design project that can be decomposed. In general, 3 to 7 parts or elements should be appropriate, and factors that do not conform to the design intent should be eliminated to avoid the system being too large and difficult to operate.

(3) Form combinations. According to the design philosophy, all the elements are arranged and combined to form a tabular form combination chart.

(4) Select the best solution. Through comparative research, the best solution that meets the design objectives is selected.

(B) The concept of law

1. Competing with Wolves The competitive sense of competition is an innovative partner. Without competition, it is difficult to have innovation. Business management is like this, without competitors, companies will lose their vitality and anger, and innovation mechanisms will be difficult to form. The well-known large enterprises and brand-name products in the international business community are often paired in pairs, and they are both competitive and interdependent. Therefore, in the planning of corporate image, sensible companies should have the consciousness of dancing with wolves, and always pay attention to innovation to attack the opponent, to innovation to adhere to their positions, so as to be invincible.

2. Crisis Awareness Crisis Awareness means that employees of a large number of companies must always feel the problems and difficulties of the company. Especially when they are successful, they should see the potential crisis of the company. It is necessary to instill and reinforce crisis awareness among employees. Crises often cause people to rise, and the rise comes from innovation. Crisis awareness has paved the ladder of creative thinking, forcing people to escape the crisis and only embark on a path of innovation. Therefore, the crisis consciousness will make the company turn dangerous.

3. Characteristic awareness The characteristic awareness refers to the fact that a company must compete in a different way from the images and methods of others in its operations, and embody its own characteristics everywhere. Discovering and highlighting the characteristics of a business is a creation in itself. Therefore, characteristic consciousness itself means an innovation. Full use of creative thinking to shape the personality characteristics of corporate image is a magic weapon for companies to win.

4, the concept of customer supreme The quality of the product is no matter how good, consumers are not welcome is also sad. Therefore, the basic focus of corporate CI operations should be on the position of customer satisfaction. The concept of customer supremacy is an egocentric revolution in the traditional thinking of human beings. Self-centered traditional thinking inertia has been affecting people's consciousness and behavior for thousands of years. In this sense, the concept of customer supremacy breaks the unifying principle of the self-centered concept, which in itself implies an innovative thinking concept.

5. Human Sense of Sex In corporate image planning and design, humanity consciousness refers to the emotional concept of using humans as the core and making two-way communication between companies and customers through emotional communication. It is a tactic of attack in contemporary business strategy.

Whether a product or a company can be accepted by consumers is only one aspect. It cannot be ignored whether the company can communicate with the consumer through emotional communication. Because the consumer is a human, he needs emotional satisfaction, not just the product's use value. Humanity consciousness is the innovation of the traditional commodity exchange consciousness, reflects the enterprise's recognition and respect for the customer's existence value as a person, and reflects the cultural taste that a company has achieved. In this sense, we say that human nature is a commodity strategy for corporate culture.

(c) Detour Thinking

When we are brought into a kind of thinking realm by the problem, we are often blocked by the inertial obstacle of some kind of thinking of the problem and cannot be surpassed. Therefore, we are unable to extricate ourselves from the puzzlement of thinking. At this time, we may take a different perspective and we will receive an unexpected result. This is the basic meaning of roundabout thinking.

The roundabout thinking method covers a wide range of fields. From another perspective, new thinking can be generated. Thinking from different perspectives can also be innovative. Reverse thinking can bring unexpected results. Breaking traditional thinking habits can make amazing thinking. pioneering. For a different way of thinking, you will get a new idea. To think about issues can not be a road to black, we must learn to constantly adjust their thinking methods, and even stand on the object's position to think. Detour means transformation, transformation means innovation, and we can reach the other side of creativity only if we go beyond the established framework of thinking.

(D) Aesthetic Plunging Method

The subject of the United States recognizes a certain quality of the object. The generation of beauty requires two conditions: First, there is a certain beauty of the object, which is the objective basis for the beauty. The second is to perceive the existence of this beauty must have the corresponding subject quality conditions. People without culture cannot assimilate the beauty of literary and artistic works at all, and may even develop vulgar understanding of body art works. Therefore, the United States is a subjective and objective unity. In the long-term social practice, people gradually formed the concept of beauty and used this concept to judge things and distinguish between beauty and ugliness, such as symmetry, balance, rhythm, and harmony. Symmetry means that some parts of the distribution of things have a similar sense of uniformity. Balance refers to the even distribution of things in the same plane. Rhythm refers to the regularity of the composition or movement of things. In real life, people tend to consciously or unconsciously evaluate things with the beauty they have formed for many years.

In corporate image planning, if designers can consciously incorporate the concept of beauty into the CI design concept, and start thinking from the point of view of aesthetics, it will create thinking innovation and create a unique new solution. This requires that CI designers must in-depth life practices, carefully capture the beauty of nature, society, thinking and other fields of information, this sublimation as the level of beauty of the concept, and to guide CI design in this sense of beauty. The United States can create new ideas and show a new world of corporate image. The beauty of the form can help the external image of the sculpture enterprise; the beauty of the moral concept can help us shape the concept and behavior of the enterprise. In short, the United States is the soul of corporate image, to shape the beauty of corporate image, you need to have a beautiful image designer, select the prospect of beauty in this era.

(V) Differentiation

From a formal point of view, creative thinking must be the result of the “alienation” of traditional ways of thinking. Without the variation of the way of thinking, there will be no “exclusivity” of the result of thinking. Therefore, one of the formal characteristics of creative thinking is to seek the opposite sex. But not all of them are considered creative thinking. That is, the “different” mentality must also be objectively feasible. It can be called creative thinking, that is, the “different” in the form of thinking must also be objective and objective The combination of feasibility meets the general stipulations of creative thinking.

In the corporate image planning, especially for the design of corporate philosophy, many companies face the same problems, lack of identifiability, such as "unity," "forge ahead," "realistic", "exploitation", "customer first", "Customers are God" and so on, have already fallen into the routine, there is no difference and personality. The method of seeking differences is to break the “path dependence” of traditional thinking and choose a different new idea to conceive a unique new corporate image.

(6) Question induction method

Asking a question is more important than solving a problem. Asking a question is half the problem solved. These people's well-known arguments emphasize the importance of the issue. On the question of how to raise questions, people have done a serious study on this issue and summed up the types of issues, summing up the 8W problem law, namely:

(1) When

(2) Where does wher

(3) Who

(4) Whom for whom

(5) What

(6) Why Why

(7) How to do it

(8) How much (cost)

This is a thinking method that is clear and logical. This method is very widely used, from asking questions to solving problems can be widely used in corporate image planning and design. No matter what problems we encounter, we can use the problem method to straighten out ideas, find the crux of the problem, and find solutions to the problem. For example, when is a product best sold? Where is the best place? What kind of sales staff is best? What are the main consumer groups? What kind of price can be accepted by consumers? How can we satisfy consumers? What is the cause of the problem?

(seven) joint idea

Lenovo refers to the person's thinking from the A thing to the B thing, the A thing and the B thing in the thinking is a causal link, that is, from the reason A think of the result B. It belongs to a concrete application of thinking mode of thinking, which can produce extended effects. In the corporate image design, the idea is widely used. For example, a CI expert designer can refine, abstract, and sublimate a certain natural beauty through the understanding of a certain natural beauty in the natural world to achieve a rational beauty, and then turn it into a design concept, which is ultimately reflected in the design of the corporate image. On the transformation into the beauty of corporate image. This transformation of beauty means a creation of thinking. In this regard, Lenovo is also a creative way of thinking.