Abstract
Brand and the maintenance of brand identity are key drivers in consumer product development activities. This paper aims to give early results of research that sits between marketing and shape computation technologies. An initial review of brand identity from a marketing perspective is presented along with an analysis from student designers in identifying brand characteristics of consumer products. Results of early experiments with a prototype computational design synthesis system are reported.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Chen, X.: Relationships between product form and brand: A shape grammatical approach in School of Mechanical Engineering. PhD: University of Leeds (2005)
Bloch, P.H.: Seeking the Ideal Form: Product Design and Consumer Response. The J. of Marketing 59(3), 16–29 (1995)
Crilly, N., Moultrie, J., Clarkson, P.J.: Seeing things: Consumer response to the visual domain in product design. Design Studies 25, 547–577 (2004)
Ulrich, K.T., Eppinger, K.D.: Product Design and Development. Tata McGraw Hill, New York (2003)
Berkowitz, M.: Product Shape as a Design Innovation Strategy. J. of Production Innovation Management 4, 274–283 (1987)
Liu, C.: Innovative Product Design Practice: Carl Liu Design Book. CYPI Press, London (2007)
Krisztian, G., Schlempp-Ülker, N.: Visualizing Ideas: From Scribbles to Storyboards. Thames & Hudson, London (2006)
Pipes, A.: Drawing for Designers: Drawing skills, Concept sketches, Computer systems, Illustration, Tools and materials, Presentations, Production techniques. Laurence King Publishing, London (2007)
Eissen, K., Steur, R.: Sketches: Drawing Techniques for Product Designers. BIS Publishers, Amsterdam (2007)
Upshaw, L.B.: Building Brand Identity: A Strategy for Success in a Hostile Marketplace. John Wiley & Son, Inc., Chichester (1995)
Aaker, D.A.: Building Strong Brands. Free Press, New York (1996)
Wheeler, A.: Designing Brand Identity: A Complete Guide to Creating, Building and Maintaining Strong Brands. John Wiley, Hoboken (2006)
Cagan, J., Vogel, C.M.: Creating Breakthrough Products: Innovation from Product Planning to Program Approval. Financial Times Prentice Hall, Englewood Cliffs (2002)
Park, S.W., Milberg, S., Lawson, R.: Evaluation of Brand Extensions: The role of product feature similarity and brand concept consistency. The J. of Consumer Research 18(2), 185–193 (1991)
Person, O., Schoormans, J., Snelders, D.: Should new products look similar or different? The influence of the market environment on strategic product styling. Design Studies 29, 30–48 (2008)
Brown, K.: Grammatical design. IEEE Intelligent Systems 12(2), 27–33 (1997)
Stiny, G., Gips, J.: Shape grammars and the generative specification of painting and sculpture. In: IFIP Congress. North Holland Publishing, Amsterdam (1971)
Stiny, G.: Kindergarten grammars: designing with Froebel’s building gifts. Environment and Planning B 7, 409–462 (1980)
Stiny, G.: Introduction to shape and shape grammars. Environment and Planning B 7, 343–351 (1980)
Stiny, G.: Ice-ray: a note on the generation of Chinese lattice designs. Environment and Planning B 4, 89–98 (1977)
Stiny, G., Mitchell, W.J.: The grammar of paradise: on the generation of Mughul gardens. Environment and Planning B: Planning and Design 7, 209–226 (1980)
Flemming, U.: More than the sum of parts: the grammar of Queen Anne houses. Environment and Planning B: Planning and Design 14, 323–350 (1987)
Agarwal, M., Cagan, J.: A blend of different tastes: the language of coffeemakers. Environment and Planning B: Planning and Design 25, 205–226 (1998)
Pugliese, M., Cagan, J.: Capturing a rebel: modeling the Harley-Davidson brand through a motorcycle shape grammar. Research in Engineering Design 13, 139–156 (2001)
McCormack, J.P., Cagan, J.: Speaking the Buick language: capturing, understanding, and exploring brand identity with shape grammars. Design Studies 25, 1–29 (2004)
McKay, A., Chase, S., Garner, S.W., et al.: Design Synthesis and Shape Generation. In: Designing for the 21st Century-Volume 2: Interdisciplinary Methods and Findings, pp. 304–321. T. Inns, Ashgate Publishing Limited (2009)
Schön, D., Wiggins, G.: Kinds of seeing and their functions in designing. Design Studies 13(2), 135–156 (1992)
Krishnamurti, R.: The construction of shapes. Environment and Planning B: Planning and Design 8(1), 5–40 (1981)
Tapia, M.: A visual implementation of a shape grammar system. Environment and Planning B: Planning and Design 26(1), 59–73 (1999)
Chau, H.H.: Preserving Brand Identity in Engineering Design Using a Grammatical Approach. PhD thesis, School of Mechanical Engineering, University of Leeds (2002)
Stiny, G.: Useless rules. Environment and Planning B: Planning and Design 23, 235–237 (1996)
Stiny, G.: The algebras of design. Research in Engineering Design 2, 171–181 (1991)
Stiny, G.: Shape: Talking about Seeing and Doing. MIT Press, Cambridge (2006)
Stiny, G.: Shape rules: closure, continuity, and emergence. Environment and Planning B: Planning and Design 21, 49–78 (1994)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2011 Springer Netherlands
About this paper
Cite this paper
Jaafar, R., McKay, A., de Pennington, A., Chau, H.H. (2011). Interactions between Brand Identity and Shape Rules. In: Gero, J.S. (eds) Design Computing and Cognition ’10. Springer, Dordrecht. https://doi.org/10.1007/978-94-007-0510-4_15
Download citation
DOI: https://doi.org/10.1007/978-94-007-0510-4_15
Publisher Name: Springer, Dordrecht
Print ISBN: 978-94-007-0509-8
Online ISBN: 978-94-007-0510-4
eBook Packages: EngineeringEngineering (R0)