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  • 中國銀行

    PUBLISHED ON 12-29-2015

    中國銀行,全稱中國銀行股份有限公司,是中國大型國有控股商業銀行之一。中國銀行的業務范圍涵蓋商業銀行、投資銀行和保險領域,旗下有中銀香港、中銀國際、中銀保險等控股金融機構。  按核心資本計算,2008年中國銀行在英國《銀行家》雜志“世界1000家大銀行”排名中列第10位。中國銀行是中國國際化程度最高的商業銀行。1929年,中國銀行在倫敦設立了中國金融業第一家海外分行。此后,中國銀行在世界各大金融中心相繼開設分支機構。目前,中國銀行擁有遍布全球28個國家和地區的機構網絡,其中境內機構超過10000家,境外機構600多家。1994年和1995年,中國銀行先后成為香港、澳門的發鈔銀行。


    在近百年輝煌的發展歷史中,中國銀行在中國金融史上扮演了十分重要的角色。中國銀行于1912年由孫中山先生批準成立,至1949年中華人民共和國成立的37年間,中國銀行先后是當時的國家中央銀行、國際匯兌銀行和外貿專業銀行。隨著業務的發展和管理的改進,中國銀行在80年代開始進行CI設計工作。于1980年,中國銀行香港分行與12家中資銀行推行電腦化聯營,靳劉高設計接受委托設計行標。行標設計是將古錢幣與“中”字結合,賦予簡括現代的造型,表現了中國銀行資本、銀行服務、現代國際化的主題。




    品牌形象


    中國銀行的商標,在80年代首先在香港使用,并在1984-1985左右應用到內地的中銀。1986年,中國銀行總行選定了此設計為行標。 這是近代中國商標的典范。事實上,這也是中國銀行業史上第一個銀行標志。后來工商等銀行的商標,雖有國家級專家設計,評價者普遍說是受中銀的標志設計的影響。 “中國銀行”四個字是郭沫若的手筆,經靳劉高略作修改,成了金字招牌。但即使設計了一個好商標,還是有問題——中銀全國約有一萬家分行,若他們對商標的用法極不統一,也成不了良好的企業形象。于是靳先生特別為其設計了一個企業形象識別系統,說明在面積、長度不同的空間,要怎樣使用這個商標;若空間太長,那商標和文字可怎樣重復。靳劉高還提出了一個革命性的設計,就是在標牌系統上選用白色作底色。在當時中國沒有一家銀行是用白底的,一般的固慮是白色不耐臟,但換一個角度來看,保持一個銀行的標牌光亮如新亦是一個國際性銀行應表現的標準。這么多年來中銀以一個高度証明這片白的大氣與優雅,這成為同行仿效的標竿。


    中國銀行的行標,充分體現“真善美”三項條件。行標有真的形象,真的本質;有完善的理念;更具有前瞻性。以結繩的銅錢為創意基本出發點,結合“中”字的字形結構,與企業名和銀行企業特性完美表現。中國銀行的CI設計手冊,經過長時間規劃。每一項應用設計都不是紙上談兵,而是經過實踐,針對困難去解決問題,腳踏實地去做。




















    共創歷史


    1990年,由美籍華裔建筑師貝聿銘設計,位于美利樓原址興建的中銀大廈啟用,正式成為中銀在香港的新總部。中銀大廈成立之時又為其設計對外包裝與一系列的推廣設計。1994年,中國銀行在香港發行港幣鈔票是一項歷史盛事,靳先生受邀參與鈔票設計的顧問工作,亦創作了部分CI,再將中國銀行的企業形象衍生出許多新形象。1995年,中國銀行在澳門發行澳門鈔票,又是另一項歷史盛事。以香港經驗為本,靳先生再次創作了一套完整度更高的發鈔推廣小CI。以澳門市花“蓮”為主題,結合鈔票的視覺元素與中國銀行的形象,設計出了靈活多變的新。












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    粵ICP備13048966號-1 靳劉高設計(深圳)有限公司
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