五十年中期,IBM公司董事长向公司的设计顾问提出:“IBM公司的优点是具有开拓精神和创造性,公司应如何把这些特色有效地传达给当今世界呢?”这位顾问回答:“应该透过一切设计来传达IBM的优点和特色,并使公司的设计应用统一化”。后来设计师们为IBM公司进行了最初的视觉统一设计。这种借助视觉设计系统来塑造企业形象的经营技法,被称为“CI计划”。 “CI”是英文“Corporate Identity”的缩写,其中包括企业经营理念(MI)、行为活动规范(BI)以及视觉传达(VI)在内的企业识别系统。是将企业经营理念与精神文化,运用整体传达系统(特别是视觉传达设计)传达给企业体的关系者或团体的(包括企业内部与社会大众),并使其对企业产生一致的认同感与价值观。 IBM的成功,激发了美国的许多大企业开始导入“CI”。如:美孚石油公司、远东航空公司、西尾电气公司等。70年代初日本引进“CI”,并快速形成了与企业经营管理紧密结合的“日本型CI”。“CI”之所以能产生并广泛推广是有着客观基础的。在不断发展的情报化 In the mid-fifties, the chairman of IBM Corporation proposed to the company’s design consultant: “The strength of IBM is its pioneering spirit and creativity. How can companies effectively communicate these characteristics to the present world?” The consultant replied: “Should Through all design to convey the advantages and characteristics of IBM, and the design and application of the company unified. ” Later, designers conducted the first visual unified design for IBM. This type of visual design system to shape the corporate image of the operating skills, known as the “CI plan.” CI is an acronym for Corporate Identity in English, which includes corporate identity systems such as Business Management Ideas (MI), Code of Conduct Practices (BI), and Visual Communication (VI). Is to convey the business philosophy and spiritual culture, the use of the overall communication system (especially visual communication design) to the business community of stakeholders or groups (including the enterprise and the public), and make it a consistent corporate identity and Values. IBM’s success has inspired many of the big US companies to start importing “CIs.” Such as: Mobil Oil Company, Far East Airlines, West End Electric Company. In the early 1970s, Japan introduced “CI” and quickly formed a “Japanese-style CI” closely integrated with business management. The reason why “CI” can be produced and widely promoted is that it has an objective foundation. In the continuous development of intelligence