CIS中英文译文

CIS与设计

CIS系统是由理念识别(Mind Identity简称MI)，行为识别(Behavior Identity简称BI)和视觉识别(Visual Identity简称VI)三方面所构成。

CIS企业形象设计理念识别是确立企业独具特色的经营理念，是企业生产经营过程中设计，科研，生产，营销，服务，管理等经营理念的识别系统。是企业对当前和未来一个时期的经营目标，经营思想，营销方式和营销形态所作的总体规划和界定，主要包括：企业精神，企业价值观，企业信条，经营宗旨，经营方针，市场定位，产业构成，组织体制，社会责任和发展规划等等。属于企业的意识形态范畴。

CIS企业形象设计行为识别是企业实践经营理念与创造企业文化的准则，对企业运作方式所作的统一规划而形成的动态识别系统。它是以经营理念位基本出发点，对内是建立完善的组织制度、管理规范、职员教育、行为规范和福利制度；对外则是开拓市场调查、进行产品开发，透过社会公益文化活动、公共关系、营销活动等方式来传达企业理念，以获得社会公众对企业识别认同的形式。

CIS企业形象设计视觉识别是以企业标志、标准字体、标准色彩位核心展开的完整、系统的视觉传达体系，是将企业理念、文化特质、服务内容、企业规范等抽象语意转化成具体符号的概念，塑造出独特的企业形象。视觉识别系统分为基本要素系统和应用要素系统两方面。基本要素系统主要包括：企业名称、企业标志、标准字、标准色、象征图案、宣传口语、市场行销报告书等。应用系统主要包括：办公事物用品、生产设备、建筑环境、产品包装、广告媒体、交通工具、衣着制服、旗帜、招牌、标志牌、橱窗、陈列展示等。视觉识别(VI)在CIS企业形象设计系统中最具有传播力和感染力，最容易被社会大众所接受，据有主导的地位。

总之，我国企业在导入CIS时，必须走出各种认识上和行为上的误区，综合考虑自身的经营管理现状，注重MI、BI、VI的系统化设计和整体化实施，强调CI导入与管理水平的提升并举，通过规范的和系统的有效实施，把企业的理念

贯穿于企业的一切活动以及员工的行为之中。只有这样，企业才能从整体上和根本上提升和改善形象，才能使CI战略真正获得成功。

综上所述，我们应该看到：VI设计是要和公司的产品、理念等结合，通过设计使公司的形象更加突出，让公司的面貌焕然一新。基于我国商品品质的不稳定性，CI是一个企业的承诺，使消费者企业形象的印象来购买商品，在未来很长一段时期内都是这样。CI必将在中国企业一步步进入国际市场中扮演更重要的角色。这是历史发展的必然趋势。

绿色设计日益成为全球设计领域关注的课题，它着眼于人与自然的生态平衡关系。在设计过程的每一个决策中都充分考虑到环境效应，尽量减少对环境和人类生存的损坏，它不仅是一种技术层面的考量，更重要的是一种设计观念上的变革。而今，在许多国家和地区，交通工具已经成为污染和噪音的主要来源，并且耗费了大量的能源和资源，故而受到设计师们的广泛关注。美国通用汽车公司早在上个世纪末就设计开发了最早的世界上节能效果最好的电动汽车EVl，去年日本富士通工业公司推出以小型高能锂电池为动力的电动轿车Rle。以及包括了太阳能锂电板汽车、光学能源手表等高节能、无污染的产品。同时，绿色环保设计的范围更加广泛，如1990年，美国以保护海洋珍贵动物为由，禁止墨西哥等国的金枪鱼及其制品进口；日本对进口大米规定了农药残留检测指标；欧洲共同体各国联合禁止进口含“偶氮”染料的纺织品；丹麦要求所有进口的啤酒和饮料必须使用可重复利用的容器等。这无疑向我们昭示了如此趋势：绿色设计越来越贴近人们的生活，并深层次的体现“人性化”的设计理念。

目前，绿色设计的内容主要体现在产品的设计与开发上，大致分为三个方面：一是原始材料的选择与管理；二是产品的回收性和后期处理；三是产品部件的可拆卸性及回收利用。其实这些还是远远不够的，其他方面，如将人类遗产的保护、自然生物的保护、城市的发展、新能源的开发与现有资源的节约利用等都应该纳入其中。

由约纳斯的《责任原理》可以看出：可持续发展的原则’关系到整个人类和自然的生存问题。这里不是设计个人的利益问题，也不是设计个人的存在问题，而是设计维护整个人类和一切生命体的存在的问题，这是一个“出自人的理念的本体论的绝对命令”。

绿色设计遵守了可持续发展的原则，协调与解决着人类生存的重要问题，已经成为国家、学术界和企业界的关注焦点，然而长期以来，在经济发展的同时，我们却忽略了许多的东西，人类遭受到诸如环境污染、温室效应、臭氧层破坏、酸雨、水灾、传染疾病、森林沙漠化、生物链的破坏和多种生物的灭绝等天灾人

祸的报复，在我国，这样的事例也是…再发生，我们的生存环境已经告急。

“人性化”设计必须以“为人类的利益设计”为宗旨，我们必须以自然界作为整个设计的出发点，全面、长远地考虑人与自然、人与社会的关系，考虑人类生命的延续，这样才真正体现“人性化”设计“以人为本”的宗旨。更重要的是，它给予了现代设计更新的定位，从而有利于防止设计被现代社会物质化，传统思想文化及人类之间友谊的遗失。

实施绿色设计，靠设计家和国家的投入是远远不够的，而是整个社会、整个人类共同的责任。这就要求对“人性化”设计的最终目标进行深入透彻的理解，对“绿色设计”“可持续发展”的现代设计观念大力倡导，并使之渗入到体会的每一个个体心中。

现代设计是科学与技术、技术与人性的结合，科技带给设计以坚实的结构和良好的功能，而艺术和人性使设计赋予美感，充满情趣和活力。由现代设计的概念可以看出现代设计恪守“以人为本”的“人性化”设计情怀。

普遍意义上的“人性化”

“人性化”设计的角度是现代设计的主要出发点。目前，设计无论在功能或者形式上都出现了多元化的态势，新产品给人们的生活带来了很多的方便，美丽的外观也让人们在使用产品的同时感受到了美，满足了现代人追求高品质精神生活的需要。

原文

CIS DEICIGN

CIS system is ideal identification (Mind Identity listed MI), Behavior Recognition (Behavior Identity listed BI) and visual identification (Visual Id entity listed VI) which constitute three.

CIS corporate image design concept is the establishment of enterprises identify unique business philosophy is the production and operation of enterprises in the process of design, scientific research, production, marketing, services, business management concept of identification system. Enterprise is on the current and future period’s operational objectives, business; marketing and sales patterns in the overall planning and defined, including: the spirit of enterprise, corporate values, corporate credo, operating purposes and operating strategies, market positioning, industry structure, organizational structure, social responsibility and development planning, and so on. Enterprises belonging to the area of ideology.

CIS corporate image design, conduct business practice is to identify business concepts and create a culture of enterprise guidelines on the modalities for the operation of the unified planning and the formation of the dynamic identification system. It was based on the operating principles - basic starting point is to establish and improve internal organizational systems, standardized management, staff education, standard and welfare system; it is to explore the external market surveys, product development, through social welfare and cultural activities, public relations, marketing and other means to convey ideas enterprises to gain public recognition for businesses in the form of recognition.

CIS corporate image design, visual identification is the corporate logo, standard fonts, standard color-start the core integrity, Visual Communication System is the enterprise concepts, cultural, service, standardize enterprises semantic abstract into concrete symbol of the concept, he has carved out a unique corporate image. Visual

recognition system is divided into the basic elements of system and application elements of both systems. Basic elements of the system include: name of the enterprise, signs, the word standards, standards, symbolizing logo, publicity spoken, Marketing Report, and so on. Application of the system including : office supplies things, production equipment, construction, packaging, advertising media, transport, clothing, uniforms, banners, signs, signs, windows, etc. displayed. Visual Recognition (VI) in the CIS corporate image design system with the most power and influence spread. Most likely to be accepted by the public, according to a leading position.

In fine, our country the business enterprise has to come out the mistake area of various understanding top and behavior while ducting into CIS, comprehensive consider oneself of management present condition, pay attention to MI, BI, VI to systematize a design with whole turn an implement, emphasize CI ducting and manage level of promote and raise, pass norm of with the valid implement of system, pierce through the principle of business enterprise in the whole activities of the business enterprise and the behavior of the employees. Only so, business enterprise then can from whole top with promote and improve image basically, then can make CI strategic real achieve success.

This time VI design is mainly the characteristics which aims at virtuous and high machine electricity business enterprise group, designing a marking, standard word, standard color and foundation system and applied system, the whole design understands in brief together the product, principle...etc. of business enterprise to match very much, also more outstanding the virtuous and high machine give or get an electric shock of position.

On the say, we should see: The VI design wants to combine with the product, principle...etc. of company, pass the design make company of the image is more outstanding, let the feature of company have a brand-new look. According to the unsteady of [with] our country merchandise quality, the CI is the commitment of a business enterprise, making consumer business enterprise the impression of the image to purchase merchandise, in the future very grow a period all is so. The CI will play more important role in the Chinese business enterprise step by step get into the

international market necessarily. This is the inevitable trend of history development.

Green Design is increasingly becoming concerned about the global design issues, which focus on the ecological balance between man and nature relationship. During the design process, each decision-making are fully taking into account the environmental effects on the environment and minimize damage to human survival, it is not only a consideration of the technical level and, more importantly, the concept of a design changes. Today, in many countries and regions, transport and noise pollution has become a major source of, and spent a great deal of energy and resources, they are subject to widespread concern designers. U.S. General Motors Corp. as early as the end of last century on the design and development of the earliest effects of the world's best energy-efficient electric vehicles EVl, last year, Fujitsu industrial companies to small-scale introduction of high-energy lithium battery-powered electric cars Rle. And includes solar panels lithium cars, watches, optical energy such as energy saving, pollution-free products. At the same time, the scope of green design more extensive, such as in 1990, the United States in order to protect precious marine animals on the grounds, the prohibition of Mexican tuna and other countries and its products have been imported; Japan's imported rice provides pesticide residue detection indicators; the European Community countries in the joint ban on imports containing "azo" dyes for textiles; Denmark requires that all imported beer and soft drinks have to use reusable containers. This will undoubtedly give us such a clear trend: more and more close to the green design of people's lives, and deep-seated principle of "humanity" of the design concept.

At present, the contents of green design is mainly embodied in the product design and development, divided into three aspects: First, raw material selection and management; Second, the product recovery and post-processing; Third, the removable components of products and recycling. In fact, not enough of these or other areas, such as the protection of human heritage, natural biological protection, urban development, new energy development and the economical use of existing resources should be included in all of them.

By Jonas "responsibility principle" can be seen: the principle of sustainable development 'of the entire human and natural survival. This is not the design of their personal interests, nor is the existence of individual design, but designed to maintain the whole of humanity and all life's problems, this is a "person from the concept of the categorical imperative ontology."

Green design complied with the principles of sustainable development,

coordination and resolve the important issues of human existence, has become a national, academic and business focus, but a long time, in economic development, we have ignored a lot of things human subject, such as environmental pollution, the greenhouse effect, ozone depletion, acid rain, floods, infectious diseases, forest desertification, the destruction of the food chain and a variety of biological and other natural and man-made extinction of retaliation, in our country, this case is the occurrence of ... Our living environment has been an emergency.

"Humanized" design must be "designed for the benefit of humanity" for the purpose, we have to nature as the starting point of the whole design, a comprehensive, long-term consideration of man and nature, man and society, to consider the continuation of human life, this is the only way truly reflect the "human" design "people-oriented" purposes. More importantly, it gives a modern design to update the position so as to prevent the design is conducive to the material of modern society, the traditional thinking of culture and friendship between the loss of human.

The implementation of green design, designers rely on the input and the state is far from sufficient, but the community as a whole, the common responsibility of humankind as a whole. This requires the "humane" the ultimate goal of Design to conduct in-depth understanding of the "green design" "sustainable development" to vigorously advocate the concept of modern design, and experience to infiltrate the hearts of every individual.

A modern design science and technology, a combination of technology and humanity, science and technology to design a solid structure and good function, and art and design give the beauty of human nature, full of fun and vitality. From the concept of modern design can be seen in modern design adhere to the "people-oriented", "human nature" of the design thoughts and feelings.

A general sense of "humanity"

"Humanized" design is a modern design point of view of the main starting point. At present, the design in terms of function or form have emerged the trend of diversification of new products to people's lives brought about by a lot of convenience, let the appearance of beautiful people in the use of products at the same time felt the United States, to meet the modern pursuit of the needs of high-quality life.