The biggest difference between strategic brand identity systems (BIS) used in brand management and the corporate identification systems (CIS) commonly used in the past is that BIS emphasize the shift from corporate image to brand image, and from perception of a uniform corporate image to experience of brand value, while promoting corporate brand orientation and value expression in external markets. We therefore need extremely clear strategies and goals when establishing our brand, and afterwards need very well-defined positioning and deep understanding of and close interaction with our target customers. Afterwards, we must draft market strategies, advertising strategies, distribution strategies, sales promotion strategies, and management strategies to meet different goals, which is to say that we must introduce our corporate brand to the market in an effective manner when we are building the brand.
In today's increasingly competitive international markets, companies are not only contending with each other in the areas of products, quality, and technology, but must also fight for survival by improving their management, thinking, image, design, and communication. Because the key to success in this struggle is brand image, most modern corporations are taking steps to establish brands and implement corporate brand strategies and operations. Under these circumstances, a brand image design system must take the company's strategic positioning and business philosophy as its core operating values from the time of planning. Only corporate brand image strategies and tactics formulated in this way can adapt to the fickleness and complexity of the market. In other words, internal management, external activities, customer communication, and other corporate actions involving visual and other influences must all be planned in an organized, systematic, and unified manner. Doing so will enable the corporate to present itself to the public in an orderly and appealing manner, allow it to stand out from its peers, help give it a better product reputation, and enhance the public's brand awareness, recognition, loyalty, and association. This will ultimately bring about better sales of the company's products, increase added value, and ensure even better social effectiveness and business performance.

This handbook provides a systematic, thoroughgoing introduction to the practical brand image operating model that SPR COFFEE has developed over the years. The handbook's first section introduces the design of SPR COFFEE's basic brand system elements, and chiefly includes the mark's visual design concept, the mark's standard drawings, rules for reverse color mark, standard Chinese and English text, standard corporate colors and auxiliary colors, combination of corporate mark with standard Chinese and English text, portrayals of the brand logo and creativity, brand protection reminders, and statement of corporate brand value and orientation. The second section introduces SPR COFFEE's brand application system elements, and includes the objects of (1) advertisements: light box advertising signs, styled signs, upright signs, canvas signs, and all kinds of signs; (2) media materials: promotional DM style, instructions style, poster style, newspaper/magazine/TV advertisement style, POP advertisement style, slide advertisement style, video advertisement style, academic item style, book style, and other advertisement style; (3) sign: glass sign systems, restroom sign systems, floor sign systems, stair sign systems, indoor & outdoor sign systems, and direction sign systems; (4) business supplies: name cards, letter paper and envelopes, folders, memo pads, discount cards, contract covers, labeling stickers, certificates, forms, and menu paper; (5) packaging goods: ordinary packaging style design, holiday packaging style design, shipment packing box, packaging paper, stickers, tape, and labels; (6) product service items: registered trademark coffee cup and paper cup design, coffee bean packaging bag design, promotional card series design, all product series design, all card design, calendar series design, goods (playing card and stationary design), gift design, and franchise store product series design; (7) environmental: coffee shop wall message board design, indoor hanging painting series design, indoor wall painting design, virtual visual design of walls and pillars, glass text and color strip design, and bulletin board design; (8) web site design; and (9) other, including exhibitions, uniforms, flags, and vehicles. In addition, we also include CITY BEST COFFEE—the future alternative brand of kiosk-style coffee.
Creativity is strength, innovation can manifest differentiation, and a brand is a promise that can be created. We consistently pursue one mission with regard to the SPR COFFEE brand, which is to uphold our sincerely-held core values, pay attention to details, provide satisfying service, work hard to create a warm and artistic coffee shop atmosphere, assemble a highly-qualified team with graphic design skills, and maintain global thinking and the ability to lead coffee fashions. We have therefore created a highly-recognizable corporate brand, and we have systematically drafted a set of comprehensive brand design operating handbooks geared to maximizing the brand's visual value and creating an even finer visual experience. In the value chain extending from internal employees to partners, and throughout all operating activities from product design to final sales and service, we strive to ensure that all units, employees, and tasks are centered on brand operating goals, enhance brand value, and help transform our brand visual design into even more intriguing and international brand value. We have compiled all relevant information in this volume in order provide an account of the development of SPR COFFEE's brand image; we welcome all comments and suggestions.