Abstract

This study aims to discuss the actual practice of Yunlin Gukeng Coffee Enterprise CO., LTD (YGC) by promoting visual design of the corporate identity system (CIS). In-depth interview, documentary analysis and narratology are used to clarify issues and understand the actual implementation of CIS performance. It hopes to explore the relationship among visual design, brand image and enterprise spirit, investigating how CIS highlights the brand characteristic and core values, and to create competitive advantages by visual identity design in this case study.

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