A Study On The Corporate Identity System Based On Digital Media

Information technology (IT) has a strong effect upon every aspect of corporations today. Sometimes it is considered as an accelerator while other time as an obstacle. The similar relationship can also be found between digital media and the corporation identity system (CIS). Digital media brings a new era to corporation identity (CI) and, on the other hand, sentences conventional CIS to death. In order to feed today's needs, CI requires a more sophisticated mechanism. New technology fosters both new media and new demands. The widely used IT leads to the booming of digital media and results in all kinds of conflicts which reveal the vulnerability of conventional CIS. It's no doubt that the CIS must keep up with the steps of media.This research starts with a general discussion on the interrelationship between media and CI, analyzes digital media's influence on CI and the cause of it, provides an envision of CI and finally presents the corporate identity system based on digital media (CISBDM) as a solution to the issues above. CISBDM is a new mechanism to utilize and manage branding assets on the internet via information techniques. It features three functions known as disseminating, managing and dynamic responding.From the point of view of designer, this thesis discusses some basic principles about the design of the CISBDM and introduces a new CI concept named interaction identity. Finally, these principles including the interaction identity concept are partly employed to direct a design practice.CISBDM provides a new solution towards the issues related to CI in digital era. Also, the interaction identity concept enriches the methods in CI design and practice. They are meaningful in both theoretical and practical perspectives.