[[alternative]]A Study to Exhibition Identity System

[[abstract]]MICE(Meetings, Incentives, Conventions and Exhibitions) is the most important business tools used in today’s business world. The exhibition promote the city of exhibition , positively affect the local economy without any detrimental side effects, and showcase the many cities and countries which are developing in their fields. It can be seen throughout various industries, from the growing number of exhibitions and their economic size, that exhibition itself is one of the most important aspects of business. Despite many new exhibition buildings and fast growing internet use making exhibition easier, many exhibitors and customers still only recognize the leading brands. How to use Exhibition Identity System to develop customer awareness has become an important issue among the exhibitors. This research of exhibition business will analyze the history, definition, content and current situations. It will show the difference between the exhibition, which uses a short period of time and a temporary office*, and standard commercial enterprise. It can not provide long term service or an absolute clear message of products. Therefore, it needs promotion and visual attraction to promote customer awareness. In this MICE* business, the core of exhibition is the product and its logistics. It is much different from conferences, concerts, carnivals or sport events such as the Olympic Games. It is also more trade and commercial oriented than an educational or message delivery fair. The future trends of the exhibition business are brand promotion, professionalism, globalization and technical advances. Extensive use of Identity System will provide an integrated visual message and ensure the intended visual focus. Identity System has already existed in design and corporate image industries for several years. It has its own discussion and methods. Most people refer to it as CIS (Corporate Identity System). There are three core issues in CIS: VI (Visual Identity), MI (Mind Identity), BI (Behavior Identity). However, recent internet technological development changed person to person, as well as, person to information relations. CS (Customer Satisfaction) became the most basic concern. To meet this new change, SI (Strategy Identity) has been added to the CIS. If accurately executed, CIS will promote a positive image of the corporation. However, brand construction is more extensive, including both physical and non-physical values. Therefore, it has been altered to extend the reach of a brand and its effectiveness, instead of just using CIS when executing the Identity System. With the rise of internet virtual exhibition and more competitors in the exhibition business, not just showing the brand is important. It also needs to utilize the factors of brand identity to enhance Exhibition Identity System. In the past exhibition cases, the different customers can be separated into professional or non-professional, domestic or international, or old or new style of exhibition. The important thing is arranging the factors of Exhibition Identity System in order and team up for those different separations. We can conclude basic factors from this research using the Exhibition Identity System. Theses factors change yearly and depend on applicable issues. These basic factors can be divided into visual and non-visual factors. An example of the EIS at work is the Cartronics Taipei 2007 exhibition. It is a new exhibition, so the visual design should focus on basic factors. On the other hand, it is a professional exhibition (B2B), so the design of the applied material should more friendly which will distinguish it from standard conventional 3C exhibitions. This Cartronics Taipei 2007 project show not only combines new era styles and trends but also provides some environmentally friendly messages using visual points of view to deliver messages about increasing environment problems. The findings from this research will bring more attention about Exhibition Identity System among exhibition organizers and allow more professional designers to find their business in the exhibition industry. Finally, governments or organizers will become aware of the importance of Exhibition Identity System. In doing so, Taiwan can become a world leader in the field of exhibition business.