Research On Visual Image Design And CI Engineering Of Changle County In Shandong Province

The emerge of CI (Corporate Identity) has its deep historical root. In the middle period of 20th century, the conventional marketing concept begun to fall behind the modern time. And with the development of people's material and cultural life, people's spiritual demands are growing intensely. Corporate identity, as what we call CI, emerged in America for the first time.In 1950s, the economy developed by leaps and bounds in America, which made America the country with the fastest economic increase. Numerous enterprises had been established within a short period. With the expansion of their business scales, they started to search for larger profits in overseas markets. Under such a general world economic background, the enterprises needed a whole set of CI system in order to identify their ideas and beliefs of business operation as well as their reputation. Meanwhile, they also needed a whole set of visual communication system to reveal the image of their enterprises, so as to enhance their competitiveness in the market.During 1950s in America, transportation developed widely because of the popularization of private automobiles, which had created favorable conditions for the development of gas stations, snack bars, motels, parking lots and other public places. In order to attract more customers, these stores made simple designs in their storefronts to distinguish them from other stores. This became the rudiment of visual CI system. The birth of CI met the demands of collective and large-scale production. In only a few decades, CI spread widely from Europe to America, and then to Asia, which brought the whole business operation concepts to a brand new summit.Urban CI is the further development and extension of CI on the basis of enterprises CI system, which reflects the inner culture and eternal outlook of the city or town. It is an all-round integrated design combining the inner and external beauty. Through the strong visual signs, the city or town may integrate and extract its culture, history, geography and folk customs as the materials of image design. The study about urban CI in china began lately and is now at the start-up period. There is no complete theoretical framework or knowledge structure yet. With the development of economic system of marketing, how to absorb more foreign investment to help the urban construction has become the most concerned topic of many government managers. Many of the urban leaderships have been tasking their mind on how to promote the popularity of the city or town and to attract more attentions. The emerging of urban CI may solve these questions.Based on the framework of enterprise CI theory and the analysis of the peculiarity of cities and towns, the present research has made a distinction between enterprise CI and urban CI., and analyzed the motive, opportunity, effects, influences and other essential issues of introducing urban CI, which may complete the theoretical system of urban CI. It takes Changle County in Shandong Province as an example to analyze the matters need to be noticed and urban CI's contribution to economy, culture of cities and towns nowadays.