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"What is CI?" Sure enough, Ye Jianhuan's answer couldn't meet Ye Kai's expectations, his eldest brother, has been out of the advertising industry for too long in the past few years, and he doesn't even know what this term means, which can also reflect from one side, why did he abandon the advertising business. Pen & Fun & Pavilion www.biquge.info

"CI, to put it simply, can be seen as a corporate image." Ye Kai said to Ye Jianhuan.

"Oh, you're going to engage in corporate image design, so what's included?" Ye Jianhuan asked rhetorically.

"That, there's a lot more to cover...... Ye Kai replied.

CI is the so-called corporate visual identity system, and CI design is the design of corporate visual identity, including the design of corporate name, logo, standard font, sè color, symbolic pattern, slogan, mascot, etc.

It is generally believed that CI originated in Europe at the beginning of this century, and the earliest information seen so far is the case of AEG Electric Company in Germany. In the 20s, the company asked famous designers to design the three letters "AEG" into a logo, and used it on letterheads, envelopes and some products, which was the first attempt to unify the overall identity.

Of course, before that, similar examples of serialization and homogenization can be found in bank bills, military uniforms, and religious activities.

In the 30s, in the construction of the subway in London, England, in order to make citizens quickly impressed by this emerging urban transportation system, the authorities invited famous designers to design, as far as possible in a unified form to standardize various design projects, such as station signs, tickets, series of posters, etc.

The uniform form appears again and again in different designs, deepening the impression of the citizens and achieving a good visual effect.

After World War II, Europe's economy is in urgent need of recovery, and the United States has ushered in an unprecedentedly good economic development environment.

During this time, IBM has been recognized as a model for successful early CI adoption.

"It is said that in the mid-50s, the chairman of IBM asked the company's design consultants how the company could develop and create its own characteristics and effectively communicate them to the world." Ye Kai said to Ye Jianhuan: "This Gu said that the advantages and characteristics of IBM should be conveyed through a design, and the company's design should be unified. They use the three letters of IBM to form a new logo, and the new logo that is fast, smooth and full of industry characteristics as the commander to unify the design, which is refreshing. At the same time as the performance has risen sharply, IBM's three letters in a single form are known as the Orchid Sè giants. ”

In fact, due to the success of IBM, many advanced companies in the United States have begun to introduce CI design.

"So what does this thing have to do with me?" Ye Jianhuan asked rhetorically.

"It's a big deal that your advertising agency wants to be retained, you can start with CI design, it's an opportunity to make money, and it's also a good opportunity to give your company's advertising business a new lease of life." Ye Kai said.

In fact, Ye Kai is very impressed by the expression of American corporatization, especially the standardized design of the CI corporate image like McDonald's, which he especially appreciates. Although it is just a simple combination of red sè and yellow sè, no matter whether the design is beautiful or not, no matter where you go, as long as you see this combination, people will think of McDonald's and think of the taste of McDonald's burgers. In a way, that's the designer's greatest credit.

"However, CI standardized design is not only a decoration of corporate image, but also an internal culture, a quality assurance, a symbol of standardization and specialized production, and the role of enterprises in the development of enterprises should not be underestimated." Ye Kai said, "But many domestic enterprises are not aware of this, and the CI introduction that has been developed abroad for decades is not the same at all in China." ”

Speaking of this matter, Ye Kai also had some feelings, a while ago he walked in the streets and alleys of the capital, casually looked at a few times, and found that most of the domestic bank outlets lack standardization, the design of the business points is varied, the door face and logo are completely different, and there is no unity xing, giving people a sense of disorder and chaos.

The most important point is that today's advertising peers have not yet realized that this is a gap in the market.

Ye Kai keenly felt that this was a business opportunity, and he had to seize the opportunity, and he had to act quickly and accurately, otherwise after this village, there would be no such store.

"It sounds complicated, but how do you do it?" Ye Jianhuan gradually became interested in Ye Kai's proposal.

"There are many examples that can be referenced, especially the CI design of the world's top 500, most of which are very meaningful." Ye Kai said, "Actually, to put it simply, it is nothing more than to design a unified lintel for the bank's business department, so you can understand, right?" ”

"Understand, understand. You go on and I feel a little bit now. Ye Jianhuan nodded and smiled.

"You can simply copy the foreign model for operation, and the first step is to do a lot of research and write a feasible report based on the results of the investigation.

For example, how much does it cost to make a standardized lintel? You have to do a survey of three cities, large, medium and small, and on average, figure out how much a lintel will cost. This price is not necessarily very accurate, but in order to give customers a sense of trust, you must follow the principle of everything that speaks with numbers, so that customers will feel that you are more reliable, and simple assumptions will not work, which will make people think that you have hacked him a lot of money. Ye Kai pondered while expressing his experience, "Then it is to design a new corporate logo, which should be familiar to you who have been engaged in art for more than ten years, right?" ”

Ye Kai didn't just say it, he also took out a pen and drew a simple schematic diagram for Ye Jianhuan on the paper, including a summary of the bank's lintel, image logo and Chinese and English fonts, etc., which looked clear at a glance.

"What kind of material do I need to use to express this kind of thing?" Ye Jianhuan immediately asked the key question, as an advertising background, he can naturally see which are the more important things.

"You can use aluminum-plastic panels, this material is not available in China, the outside is aluminum, the inside is plastic, a machine is used to repair a slot, you can splice it arbitrarily, use the method of making sculpture to do it, you can copy it arbitrarily." Ye Kai replied, "You can contact the United States for this matter, and by the way, you can also get the agency of aluminum-plastic panels, which will be used in large quantities in the future, and then you can also build factories and invest in aluminum-plastic panel production by the way, which is all money!" ”

"It's an idea worth a try." After Ye Jianhuan listened to Ye Kai's words, he jumped up a little, he stood up and walked around twice, and then said to Ye Kai, "Second brother, in that case, you can help me take down the CI design business of the Construction and Development Bank!" It shouldn't be that hard for you, right? ”

"This ......" Ye Kai immediately laughed when he heard it.

This matter is not difficult, it is simply as easy as a finger, but it seems that it is a little unrighteous to blatantly make money from the prospective father-in-law, and in the future, Miss Chu will be complained, Ye Kai will not make such a low-level mistake.

The business of CCDB is not that it cannot be done, but that it cannot be done now, and if you want to gain better experience, it is better to start from other banks.

Why choose a bank to promote this business, Ye Kai's reason is also the simplest and most direct, because the bank has the most branches in various places, for example, the current Bank of China, there are more than 16,000 business outlets across the country, what a big scale is this?!

If this single business is won alone, it is estimated that the revenue figure involved will be more than one billion, and the net profit should be able to exceed about two or three hundred million.

Let Ye Kai take his quasi-father-in-law first, and swallow him two or three hundred million at once, although it is not a big deal, but it will definitely be difficult to get over the face, at least he will feel more embarrassed, whose money is not good, he has to earn his father-in-law's money? Then, Ye Kai couldn't raise his head in front of the old Chu family.

If this matter starts with other banks, there is a successful model, and then contact the construction and development bank to follow suit, the quality of the problem will be different.

So, Ye Kai suggested, "My father-in-law will forget it first, I suggest that you start with the Bank of China." ”

"Okay." Ye Jianhuan nodded, but he didn't say anything bad to do.

If Ye Dashao really wants to get a business, what is the Bank of China? It's just that from a purely commercial point of view, all the procedures that should be done still have to be done, so as not to give people a handle, resulting in an unfavorable pretext for the old Ye family.

The reason why Ye Kai preferred Bank of China to do this is mainly because Bank of China is now the largest and most international bank in China, and it must have a better understanding of the important Xing of CI introduction. Secondly, Ye Kai heard that the Bank of China had invited a well-known designer in Hong Kong to do a preliminary CI standardized design, but it has not yet been promoted.

This shows that the Bank of China intends to make big moves in the standardized design of the corporate image, which is the opportunity for Ye Jianhuan.

And as Ye Kai said, this matter is actually not complicated, it is nothing more than the design of what later people called 10go, just make the lintel and install it, of course, to replace the lintel for more than 16,000 outlets, it is obviously not a simple thing, it is estimated that it will have to be done for a few years.

"Okay, let's take the BOC!" Ye Jianhuan looked at the general pattern diagram drawn by Ye Kai for him, and he already had a score in his heart, and he couldn't help but have an urge to do a big job.