中信银行
凝聚无限动力 打造百年基业
项目背景
中信银行（601998.SH、0998.HK）成立于1987年，原名中信实业银行，是中国改革开放中最早成立的新兴商业银行之一，是中国最早参与国内外金融市场融资的商业银行，并以屡创中国现代金融史上多个第一而蜚声海内外。伴随中国经济的快速发展，中信实业银行在中国金融市场改革的大潮中逐渐成长壮大，于2005年8月，正式更名"中信银行"。在中国《金融时报》和中国社会科学院2008-2010年度中国金融机构金牌榜"金龙奖"评选活动中，中信银行连续两年荣膺"最佳股份制商业银行"称号。
Backgrounds
CITIC Bank (601998.SH, 0998.HK)，founded in 1987, formerly known as CITIC Industrial Bank, is one of China's earliest established commercial banks after reform and opening up and the first to participate in domestic and renowned at home and abroad. With the rapid development of China's economy, it officially changed its name to "China CITIC Bank." China CITIC Bank was awarded "Best Joint Stock Commercial Bank" title in the 2008-2010 financial institutions medals table "Golden Dragon Award" in two consecutive years organized by "Financial Times" Chinese Academy of Social Sciences.
面临挑战
面临互联网企业大举进入金融领域，许多银行的反应是被动迎战、简单模仿，但中信银行利用大数据打造用户体验的一些做法，特别引人关注。他们不是简单照搬互联网的做法，而是把互联网一些深层的东西，“化”在了自己的业务中。实现了引进消化吸收基础上，结合市场需求进行再创新。为了推动品牌健康全面的发展，中信找到先知，希望借助先知品牌整合设计平台，塑造崭新的品牌形象。
Challenges
Facing the reality that Internet companies seek to enter the financial sector, many banks are very passive and just react by imitation, only CITIC Bank uses its large data to build qualified user experience, which attracts the attention of the public. They are not simply following the practice of the Internet, but turning to something more deep and transform them into its own business. CITIC achieved innovation oriented from market demand on the basis of the introduction of digestion and absorption. In order to promote the healthy development of a comprehensive brand, CITIC cooperated with Wevin China and hopes to create a new brand image supported by Wevin’s brand integrated design platform.
解决方案
先知顾问思翰教授受邀为中信银行进行了系统的品牌梳理与分析，内容涵盖标识来源、品牌slogan理解以及品牌沟通与传达设计等方方面面，思翰教授将文化价值观融入到讲解之中，深刻而不乏生动——“中信银行示诚信，中国印在中国古时称为玺，是权力和尊贵的象征，是中华数千年文化博大、精深的结晶，体现中国人的智慧、积极向上的追求；印的主色调为红色，也代表上涨、增长、发展”。思翰教授严谨细致的分析使中信认识到文化为品牌生长的源头活水，并将文化因素融入到互联网业务创新的实践之中。
Solutions
Professor Sihan was invited to be the consultant of CITIC Bank brand, covering source identification, brand slogan and brand communication and other aspects of communication design, professor Sihan will explain the cultural values in the speech which was very enlighten - "China CITIC Bank shows integrity, Chinese seal was called Xi in ancient China which is a symbol of power and dignity, the seal is the result of thousands of years of Chinese culture which shows Chinese people's wisdom and positive pursuit; the main color of the seal is red which shows growth and development. "Professor Sihan’s rigorous and detailed analysis helps CITIC bank to understand the culture is the origin of brand development, and apply cultural factors into the Internet business innovation practice.
