Enterprise material culture is the surface part of organizational culture, the material culture created by the organization, the surface organizational culture with material form as the main research object, and the condition for forming the spiritual layer and institutional layer of organizational culture. Excellent organizational culture is embodied by attaching importance to product development, service quality, product reputation and material phenomena such as the organization's production environment, living environment and cultural facilities.
The content of the material layer of corporate culture often includes the following two aspects:
1, products and services provided by enterprises; The products and services provided by enterprises are the achievements of enterprise management and the main content of enterprise material culture.
2. The working environment and living environment of the enterprise.
The construction method of material layer of corporate culture 1, corporate logo and corporate logo: Logo are playing an increasingly important role in the increasingly fierce global market. As a visual graphic to identify and convey information, it is often just a simple and beautiful modeling language, which conveys the characteristics and image of a more effective, clearer and more intimate corporate brand to the outside world.
As a corporate logo, it is often recognizable, that is, it is easy for people to recognize and remember. This requires deep thinking in design. Therefore, in order to meet the characteristics and requirements of the above logo design, it is suggested to use white as the background color of enterprise logo, which itself has the symbolic significance of elegance, harmony, integrity and innocence. Using white as the background color shows the profound significance of the company's harmonious, young and vigorous development; Then an upright high-rise building is green, surrounded by arc patterns of the same color as the high-rise building. Above it is a red circle, just like the luster of the rising sun in the morning. Under the logo design of the whole enterprise, the overall appearance displayed is the first overall feeling, and there is a positive, sunny and dynamic visual experience. Can better display the image, characteristics, reputation and strong culture of the enterprise.
2, standard text and standard color:
(1), standard word design;
The difference between a well-designed standard font and a common printed font is that, in addition to the difference in appearance, it is more important to design according to the personality of the enterprise or brand, as well as the planned shape, thickness, connection and configuration between words, and unified modeling. They are all carefully and rigorously planned, which are more beautiful and distinctive than ordinary fonts.
In the implementation of corporate image strategy, many enterprises and brand names tend to be similar, and the font logo design of unified enterprise names and logos has formed a new trend. The name and logo of the enterprise are unified. Although there is only one design element, it has two functions to achieve the effect of conveying information synchronously by vision and hearing.
Enterprise standard characters can be in Chinese Song style, and you can choose the most conventional font style.
Design principles to be followed in design
Distinguishability
Standard words should be easy to identify and should not cause obstacles to information transmission. Easy to identify. Standard fonts are manifested in one aspect: first, we should choose fonts that the public can understand; The second is to avoid deja vu with other companies and other brands; Third, the structure of the font should be clear, the lines should be clear, and the enlargement and reduction should be clear.
The artistry of standard characters
Standard characters. There should be a sense of innovation, intimacy and beauty, only words with appropriate proportion, reasonable structure and beautiful lines. Make people look more comfortable. Symbolic, suggestive and echoing factors can make standard words show different artistic conception.
Standard word's transmission
Standard words are the carrier and externalization of enterprise ideas, so the design of standard words should be able to convey enterprise ideas to a certain extent, instead of treating design as an isolated event and simply pursuing formal things.
(2), standard color design:
Different enterprises have different image positioning and different emotional associations. The successful standard color design is to find a direct and effective channel between them and establish a certain sense of connection.
The enterprise standard color is mainly green, supplemented by red. These two colors can reflect the value of enterprise survival and development.
3, enterprise CL visual identification system:
Corporate visual identification system is the most intuitive expression of corporate image. The CL visual identification system of an enterprise needs to maintain internal consistency and external differences, that is, all visual designs of the enterprise must strictly follow unified standards, and at the same time, it must maintain sharp differences with other enterprises, so as to encourage customers to produce strong * * * voices. An excellent visual recognition system can make people quickly understand the information that enterprises want to convey. In the enterprise CL visual identification system, it often gives people the initial visual impression.
Method steps:
1, explain the essentials of design and development, and formulate policies according to the survey results.
2. Discuss the concept and sketch of enterprise tracer element, that is, discuss the design concept, and then select several representative logo sketches from most conceived design schemes.
3. Case display of corporate logo design.
4. Select the design and testing scheme, including the opinion survey of the design case to the main external stakeholders and employees in the company, and then select the works that respond well to the modeling and aesthetic value.
5. Refine the design elements of corporate logo. The selected case of logo design should be refined, sculpted and applied to facilitate the development and design.
6. Proposals with basic elements of the system.
7. Edit basic design elements and system manuals.
8, enterprise standard application system project proposal. Collect and design applications, including business cards, stationery and signboards. Transaction name, etc. At this stage, the application design system is established.
9. Design and development of general application projects.
10, testing and proofing.
1 1. Start the application of new design.
12, edit the design application manual.
Enterprise office environment:
The office is the central hub of an enterprise, and a good office environment can not only make us feel comfortable. Can let the customers who come to negotiate feel the good quality of the company and leave a good impression. With the progress of science and technology and the improvement of living standards, people's requirements for office environment are getting higher and higher. A good office environment can make others feel happy, concentrate, improve office efficiency, and is conducive to the health of employees and organizational communication. A good office environment can better reflect the image of the planning enterprise and improve work efficiency.
1. office location selection
If you choose the office in a good geographical environment, you can save greening and transportation costs without relying on the superior natural location, which is convenient for employees to travel; More importantly, it can promote the physical and mental health of employees and improve their work efficiency.
2. Make the environment as beautiful as possible: the office should be located in a place with beautiful environment, fresh air, high greening degree and less noise pollution.
3. Convenient transportation: the address should also be chosen near the bus stop where there is a bus stop, which is convenient for employees to go to work and contact different units.
4. Close to the cultural zone or high-tech industrial zone: Close to the cultural industrial zone can facilitate the introduction of talents, and close to the high-tech industry can better absorb new technologies and facilitate the company's innovation and development.
4. Architectural style:
With the rapid development of modern urban economy and the establishment of large-scale business districts in cities, as far as Chongqing is concerned, there are many office buildings in large-scale business districts, and there are also many places that meet the requirements for establishing office space. Most of these buildings are characterized by wide indoor building area and high utilization rate.
5. Workplace: The office can be built near a large business district, and the CBD area of the city can also be chosen well. As a city CBD, it is a place with rapid economic development, which is different from all aspects.
6. Office layout:
The office layout is a soft environment relative to the architectural style. It is an environment to show the company's working atmosphere, and it is the salvation of employees' work quality and team cohesion. So, what should be followed in establishing an office environment? Coordination and comfort? Basic office principles. Coordination means that the office layout should make the office staff cooperate properly; Comfort means that you won't feel uncomfortable in the office environment deep in your work, and you can work with peace of mind.
The layout format should also be kept clean and hygienic. This is very important for a good working environment. For the overall layout format of the office environment, we can refer to the common office space formats of today's companies for construction. For example:
Work clothes, badges, banners and songs of the enterprise.
1, work clothes
Work clothes are customized clothes agreed by enterprises in order to enhance the corporate image and the corporate cultural connotation of military personnel, and employees are required to wear them during working hours. It is also a hint to standardize employee behavior. It is also a unique embodiment of corporate culture.
Production and selection
The production and selection of work clothes should be based on the working characteristics, corporate culture, age structure, body shape and other factors of the enterprise, taking into account the fabric, style and color matching of the clothing, so as to create a brand-new professional image with corporate cultural characteristics.
As an e-commerce website company, the company's logo and logo design are mainly green, supplemented by red. The design and production of overalls should also choose green as the main color of the tooling, and then use red for assembly and connection. But remember not to design too fancy and look messy. The fabric is mainly polyester, because polyester material has good drape, pilling, wrinkle resistance, more beautiful color and delicate feel.
Work clothes production process:
Every garment factory has a process to make work clothes. The general process of work clothes customization is: business negotiation-scheme design-fabric confirmation-price accounting-agreement approval-sample making-sample fitting confirmation-mass production-packaging delivery-acceptance payment-after-sales service. Therefore, the customization of work clothes should be decided some time in advance.
2. Work badge
Generally, the badge is issued by the company, with relevant badge and wearer information on it, which can be divided into two forms: tag and badge. Generally made of plastic. It has the function of attracting attention and enhancing the sense of belonging of internal employees. The main composition is company name+background picture+employee name+photo.
It is best for e-commerce companies to choose work cards with hanging tags. The tag size is mostly about 7cm long and 4.5cm wide, with company name, logo, name, number, position, subordinate department and corporate image printed on it. Incorporate modern design ideas into the design, showing the ultimate style. The material can be made of high-grade imported copper, which is made by stamping, corrosion, electroplating, touch-up paint and other multi-layer processes. The exhibition is beautiful and generous, fully embodying the cultural connotation of the enterprise.
3. Si Qi
Si Qi is the company's flag, which is used to show the company's image and characteristics, for display and decoration. Enterprises and companies hang flags with logo at the main entrance, which highlights the company's huge scale and abundant assets and plays a propaganda role. The design of the national flag can adopt the general national flag design requirements, but the color of the national flag adopts the company's main color, which conforms to the company's temperament and is printed with the company logo logo.
4.Sige:
Sige shows an entrepreneurial spirit. As the flag of the company, the horn of battle and the symbol of image, it plays an important role in the cohesion of an enterprise spirit. Therefore, when choosing songs, we will definitely choose some inspirational and encouraging songs as songs.
Song content: "Go all out"
In Your Eyes
Through mountains and plains
Dreams and realistic expectations overlap.
Many things are still unknown.
You unconsciously
stri?one’s?blood
The desire is stronger every day.
Have strength, you work hard.
No amount of difficulties will stop.
Go all out for your dreams.
Even if life is really cruel.
Don't admit defeat in the face of wind and rain.
You are maturing bit by bit.
Go all out for your dreams.
Walk out of a road of your own
Maybe happiness is not far away.
Not far away
Fourth, corporate cultural and sports facilities.
The daily cultural activities of enterprise employees include both sports activities and entertainment activities, also known as cultural and sports activities. Carrying out cultural and sports activities requires enterprises to be equipped with corresponding facilities. In order to facilitate employees' participation, it is still necessary to equip some cultural and sports facilities that employees can like within the scope of their own strength and employees' preferences. Suggested cultural and sports facilities are:
1, sports equipment. You can choose to buy treadmills, exercise bikes and dumbbell stools in the open space below the office building or in the office building.
2. Billiards: One or two billiards can be set up in the office building, which covers a small area and is more popular and fashionable.
3. Table tennis room: It can also be located in the spare office of the company. The average head of table tennis is 2.27m, the width is1.525m and the height is 0.6m.. The investment is not big, but as a national sport, there must be many people who like it.
4. Reading room: put some funny books related to life to reduce the work pressure of employees.
5.KTV private room: the company can set up such entertainment places, which can not only reduce the work pressure of employees, but also enhance the friendship between colleagues and enhance the cohesion of the company when everyone plays together.
Verb (abbreviation of verb) is the carrier of corporate culture communication.
1. Establishing internal newspapers and periodicals: an important carrier of corporate culture, which plays a unique role in the internal newspaper room. We should be cautious in the layout and column arrangement of newspaper design. The first edition can be named "company news", which reports the recent major events of the company and the achievements of various departments; The second edition can be named "Industry Trend", which shows the industry development trend and its technological innovation in the most real-time form; The third edition can be named "employee world", which enriches the spiritual connotation of employees with the literature, literary works and small articles they read; The fourth edition can be named World Miscellaneous Talk, which uses some world anecdotes to relieve the pressure of employees.
2, corporate posters founded:
1, design concept: the color is based on green, highlighting the feeling of vigorous and moist.
2. The forms of calligraphy: mainly pictures, supplemented by text descriptions, and mainly detailed descriptions.
Strive for distinctive features.
3, text description: to be concise and accurate, expression in place, appropriately increase the aesthetic feeling.
4. Content: Focus on corporate humanistic concept and service purpose, with emphasis on * *
Strength: financial IT, technology research and development, software application, product, service attitude), business field, successful cases, honor. Don't focus on the scale, equipment and other hardware.
5, design thinking: professional, accurate, practical, quality assurance.
6. Team strength: elite managers, professional designers, advanced technology research and development,
National certification.
7. Color: mainly green, white, gray, yellow, etc. Avoid bright colors.
Color, strive for a stable atmosphere, and strive to shape the perfect image of the enterprise.
8. Paper:
9. Expression: screen design, with many pictures but few words, is novel and exquisite, and promotes the concept of * * in the picture.
The structural material layer of corporate culture: corporate image.
System layer: refers to the part that has a normative and restrictive influence on the behavior of employees and organizations.
Spiritual layer: the basic beliefs, values, standards, professional ethics and spiritual outlook that * * * abides by. He is the core and soul of corporate culture, and the basis and principle of forming the material layer and system layer of corporate culture. It includes five aspects: business philosophy, enterprise spirit, enterprise ethos, enterprise goal and enterprise ethics.