The Conformity Of Brand Identity & Multiple And Interactive Design Strategy Module(CISD)

The emergency of consumerism, market-diversification and digital media in the later Industry Period makes people don't know how to deal with the large quantity of information about visual design. Therefore, Brand Identity takes an important part in this case. The traditional Brand Identity System seems vacuous for the identity of conception and behavior in the actual using. So it is hard for operation, then, the Visual Identity System can't connect with the former two elements.At the early stage of the research, Communication Design Laboratory carried on some contrastive analysis which aimed at comparing its own brand's working methods with more than 30 authoritative brand design, media, evaluation and consulting organizations and typical enterprises, such as Landor, Interbrand and so on. Meanwhile, this laboratory proposed the Branding ICE brand module. According to the theory of this module, brand identity strategy should keep pace with the whole brand goals of the corporations. However, the conformity is unequal to uniform criterion. For the uncertainty of brand voice, diversity of communication channels, variety of audiences and cultural backgrounds, Branding ICE brand module is difficult to keep conformity. This thesis proceeds with some oversea famous brand-identity design to summarize and thoroughly analyze the working methods, proposes that consumer's experiences should be considered as a core element for brand identity-design strategy module (CISD), and it's supported by audience segmentation, diversity and interactive digital media. This strategy module (CISD) assured the conformity between the formation of the internal and external brand, at the same time, it provided four brand-new and prospective working methods for the future brand identity design:content and frame, participation and interaction, continuance and dynamics. In the last part of this thesis, the multiple and interactive brand identity design strategy module is analyzed and proved by using the practice program that the writer involved in.This thesis makes a brief analysis on the methods of brand identity design from the visual point, some other methods emerged and used in the process of the research and design are not referred to here, so follow-up research would be carried on in the near future.