时任总裁的罗恩•麦克道格尔负责了起名事宜，为此他找来了好几家广告公司和一家外部的企业形象设计公司共同参谋，还举办了一场内部的征名竞争。

Then-president and CEO Ron McDougall led the selection effort, enlisting ad agencies, an external corporate identity firm, and an internal contest.

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接下来对新合作公司形象识别系统的整合和具体操作进行论述，包括公司形象设计实施前的准备工作、内部传播和外部传播的具体操作过程。

Furthermore, it fully discusses the conformity and operation of New Cooperation Company CIS, including the preparation before the CI design , operation process of internal and external transmitting.

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