By the fact that you establish the personality originality in the enterprise, you have recognizing that in the people outside inside the company via standardized visual design and concrete corporate activity etc., clarifying corporate identity, the organizational activity which assures the identification discrimination conversion of other companies.

The people at each time it contacts the activities expressions which enterprise does fixed impression (corporate image) make with a some perception, with the accumulation. If being moved differs by the degree of contact, corporate image becomes thin ones or something which is confused, does not give good impression. Then improvement standardization of corporate image in purpose, expression and the conduct in enterprise the management technique which uniformly it defines & manages*is CI.
* As broad design activity or marketing activity there is also the direction which is considered.

Originally, it is derived from being thought that in 1950 age, corporate look (the eye which was seen) by the fact that it arranges, integration of corporate image is necessary via the standardization of visual design of the symbol mark and the logotype etc.. In Europe and America from 1950 age ends applying on the sixties first half, it was executed at advanced enterprise, in 1960 - the seventies many enterprises finished to step on in CI introduction.

At the beginning, it was the activity regarding the design of the surface level such as the signboard of the store and standardization of logograph of the packing paper, but gradually from clarification of idea and management vision of enterprise, until the consciousness conduct of social role of enterprise and recognition, company's tradition and the employee regarding meaning of existence, extensive theorization was done. Presently there is many a thing which talks in the brand strategy.

In US the enterprise which is tackled from around 1970 started increasing, in the eighties very important boom became. But, there is also the criticism that it remained in the activity such as reconstruction of installation of the catch phrase, standardization, the symbol mark and the logotype etc. of the monkey line excluding the enterprise of part.