Analysis University Identity System (UIS) in the Perspective of Soft Power

The paper explains the basic connotation of University Identity System (UIS) and analyzes the process of the theory of UIS developing at first. On this basis, the paper puts forward the fundamental principles of strategic designing UIS, such as systematic principle, principle of unity, uniqueness principle, dynamic principle and aesthetic principle, and it also advances that there are some problems and some thoughts which universities must pay attention to when introducing and implementing UIS. Key words: Soft power; University mind identity system; University identity system