Words such as “CI”, “VI”, and “BI” fly among designers and marketers, and may be confused by differences in interpretation. If you don't distinguish them clearly, you'll be trapped in client interactions. This time, I will explain the meaning of "CI", "VI" and "BI".
About CI (Corporate Identity)
Illustration of building
CI is an abbreviation for corporate identity, and refers to "increasing corporate value by sharing and sharing the characteristics of a company in and out of the country with a unified visual and message."
CI consists of visual identity (VI), mind identity (MI), and behavior identity (BI). Often, CI is often thought of as a company logo or company name change, but it also includes unifying corporate philosophy and corporate behavior.
In the 1980s, the “CI boom” will come, centering on large companies with ample advertising budgets. However, many of them were limited to changing the company logo or changing the company name, which was far from the original purpose of improving corporate value. The “CI boom” ends with the bursting of the bubble.
What is VI (Visual Identity)
Visual identity (VI) is one of the components of CI, as mentioned above, and is an activity that unifies the visual development of a company.
From visual brochures to business brochures, business cards, envelopes, and websites, we are able to appeal our customers and employees to consistent corporate values, thereby improving empathy and motivation.
About BI (Brand Identity)
brand
BI is an abbreviation for brand identity, and is defined as follows by the Brand Manager Certification Association.
Clarify your company or the products and services that your company provides
(Source: Dobunkan publishing “Brand building method to make employees happy”)
Representative Director Toshiyuki Iwamoto, who established the Association for Certified Brand Manager in 2008, looks back on the “CI Boom”
http://iranmct.mystrikingly.com/blog/don-t-you-know-it-unexpectedly-what-is-branding-understanding-the-correct
http://iranmct.ukit.me
http://iranmct.wifeo.com
https://iranmct-54.webself.net
and the founding of the association as follows.
http://iranmct.mystrikingly.com/blog/don-t-you-know-it-unexpectedly-what-is-branding-understanding-the-correct
http://iranmct.ukit.me
http://iranmct.wifeo.com
https://iranmct-54.webself.net
and the founding of the association as follows.
In the 1980s, there was a method called “corporate identity” that was especially popular among large companies, and major advertising agencies seem to have provided budgets of more than several hundred million yen. After that, the bubble burst, and the keyword CI was no longer heard. Instead, “branding” has emerged.
For a major advertising agency, this “branding” method is convenient for getting a client's budget, and it is an excuse to get a lot of media to get brand awareness from consumers. It became For this reason, it seems that there were not a few managers of small and medium-sized enterprises that used the techniques and keywords of “brand strategy” and “branding” as common phrases for advertising agencies to acquire advertising budgets. I think.
(Source: https://www.brand-mgr.org/Special Interview / 2018 New Year Special Edition.html )
Despite these misunderstandings, the concept of branding will steadily take root.
Emphasize a broad identity not limited to graphic design
There are some things to be aware of when using the terms CI (corporate identity) and BI (brand identity). The graphic design around the brand is sometimes called “CI”.
For example, when a designer asks a client to "change the CI", it is hard to confuse simply changing the brand logo with redefining how the brand wants the customer to think.
It is also important to get the client deeper troubles when asked to redesign the brand logo. Clients may be worried that they want to make their brands more sellable, sympathetic, and sellable. In such a case, it is important not only to design the logo, but also to propose how it should be as a brand.
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