企业形象的概念来自对自己的定位。从大的方面来讲，关系到企业未来在社会上的作用和地位，在行业中的排名和座次，在消费者心目中的形象和位置，在市场竞争中的地位和目标，这些是企业的宏观定位。要把握好大的定位，离不开各个细小环节的定位，涉及到企业的每一个行为。

The concept of enterprise image comes from positioning itself. On the big side, it is related to the role and position of the enterprise in the future, the rank and position in the industry, the image and position in the mind of the consumer, the position and the goal in the market competition, which are the macro positioning of the enterprise. To grasp a large position, we cannot get away from the positioning of every tiny link, and involve every action of an enterprise.

企业的形象概念一般包括两个层面，一是企业的基本形象概念，二是企业的辅助形象概念。如果用简要的语言来表述，基本形象概念如：一流的企业、先进的企业、大企业、可信赖的企业、有前途的企业、有实务的企业、正在成长的企业、可靠的企业等等。所谓辅助形象概念，是支持基本形象概念的具体内容，设计概念是那些可以演变为视觉形象的词语。从企业形象概念到达视觉符号的必经桥梁。没有明确的设计概念，也就没有视觉传达的基础和依据，没有衡量设计优劣的标准。许多企业在导入CI的时候，往往会出现企业的意见和设计师的意见相佐的情况，各执己见，谁也说服不了谁，终导致无原则的折中或调和，从而偏离CI的根本方向。

The concept of corporate image usually includes two levels: one is the basic image of an enterprise, and the other is the concept of auxiliary image of the company. Two If it is expressed in a brief language, basic image concepts such as first class enterprise, advanced enterprise, large enterprise, reliable enterprise, promising enterprise, practical enterprise, growing enterprise, reliable enterprise and so on. The concept of auxiliary image is the specific content of supporting the concept of basic image, and the design concept is those words that can evolve into visual images. From the concept of corporate identity to the bridge of visual symbols. Without clear design concept, there is no basis and basis for visual communication, there is no standard to measure the quality of design. Many enterprises in the introduction of CI, often will appear the opinion of the enterprise and the opinion of the designer, each one's own opinion, who can not convince who, eventually leads to the unprincipled compromise or harmonization, thus deviating from the fundamental direction of the CI.

我们有必要找到与主要企业形象概念相对应的设计概念，成为企业和设计师共同遵守的法则。

It is necessary for us to find the design concept corresponding to the concept of the main business image, and become the rule that the enterprise and designer abide by.

其实，设计概念也是一个有机的组合体，同样由各种具有共性特征的要素组成，但组织的结果是带有典型个性特征的。当然，要使视觉形象各要素符合企业的个性，还在于选择合适的设计题材和造型要素。

In fact, the concept of design is also an organic combination, which is also composed of various elements with common characteristics, but the result of the organization is characterized by a typical personality. Of course, to make the elements of visual image conform to the personality of enterprises, it is also to choose the right design themes and modeling elements.