Corporate Identity System (CIS) mainly includes Mind Identity (MI), Vision Identity (VI), Behavior Identity (BI), and Hearing Identity (HI). Positioning these 4 elements, we are able to describe the concept of corporate vision. VI, as the vision display for corporate spirit, plays an important role in CIS and is good for the integration and promotion of brand image.
一、VI
Brochure’s Content and Structure
Office Utilities Chapter
Application Chapter
Stipulation in above chapters should be executed on actual application
二、Points for Attention in Management and Usage：
（一）V1 Management
1、Comply with unified standard: Only when we strictly carry out the stipulation in VI brochure, the brand identity could be maintained unified and integrated.
2、Set up brand management structure: Brand VI is put under centralized management by strategy department, which is in charge of VI management and authorizing internally and externally. Local marketing department is responsible for executing and prescribing VI management works, including training, coaching and supervising on the correct using of brand VI towards agents, dealers and co-workers.。
3、Brand administrator: Brand administrator, appointed by strategy department and local marketing department, is responsible for the checking, directing and supervising on the usage of VI. Also, the brochure of VI is kept by brand administrator himself.
4、Understand stipulation correctly: All VI manager and staff responsible for advertisement should be familiar with the stipulation in VI brochure, and do inspection with the following steps:
（1）To see if the marking is consistent with the requirement of basic element
（2）To see if the color is right
（3）To see if every part of marking has the right size and proportion
（4）To see if the marking is placed in the right position
（5）To see if the marking and background have the right size and color
（6）To see which category the marking usage belongs to and if it is accord with the specific requirement in the relevant separate brochures
（二）Attention:
1、 Auxiliary image should be paid more attention. It is mainly used in office utility, advertisement and OTC identity system. Please carefully check the correct use of auxiliary image in brochures to ensure it would create the anticipated vision effect.
2、 Disk content, as the standard of brochure information, can ensure the correct conveying of brand image. The disk has special files with SCUD format for graphics making and font library for normative using.
3、 Distortion should be avoided in disk graphics using. Font library in disk is mainly used for the replacement of typeface in designed files. We should put the font in the right position of files. When there is no same font in hand, we should install the font library in the CD to ensure unification in overall brand image.
4、Compared with the printed color and CMYK, the RGB color has aberration. Please perform the strictly check on the printed color according to the brochure’s stipulations. We should also note that the environmental color is based on the brightness of main color and the interference of chrome, which has the relevant applying criterion to check up.
5、The reserved space in the graphics can create illusion to influence the active effect in photo using. So, please do not neglect the reserved space in brochure to keep the integrated space relations for image.
6、We should involve the considerations of the different circumstance factors in brochure designing besides the unified making parts. Various schemes, as the retail store’s view box, marking brand and so on, should be designed with the required specification and proportion. If the special scheme doe’s not appear in the brochure, please report to the related VI control department and perform it after getting approval.
7、Brochure uses pamphlet binding style, which allows new contents and chapters to be added with business developing. New contents and chapters would adopt the same using methods as the original ones. If there is special need for administration, please check for the new explains in the added chapters.
8、Brochure contents can be founded in the ‘Above Us’ on the group website, which also shows the revised, added and deleted information.
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