Brand Semantics Process Book

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Brand Semantics Project by Matthew Zange

PALMER JOHNSON


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contents2 project brief

3 brand overview4 microsoft

brand research

sketches and form development7 nissan

brand research

sketches and form development

9 palmer johnson brand research sketches and form development

further development

13fnal models

16fnal renderings

19 conclusion


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brand semantics

Brand semantics are all about how a brand image is communicated through products. If acompany is able to create a consistent and appealing image, that can be a powerful too

in inspiring customer loyalty.

In order to develop an understanding of and prociency in how form can communicatecharacter, students were asked to design products for three separate companies thataligned with their respective brand values and semantics. After some development of ideaone of the three brands was chosen to move forward with, and three nal models and ren-derings were realized.

Studio instructors identied the following products for students to work from:

Tape Measure, Trowel, Bird Feeder, Ice Scraper, Scoop, Dog Bowl

project brief


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brand overview

Microsoft is a software com-pany best known for devel-

oping the Windows OS. Theyhave a large internationaluser base and in past yearshave been an important partof the shift from skeuomor-phism to at design in soft-ware.

Nissan is the 6th largest auto-mobile manufacturer in the

world (2012). Their cars oftencombine a friendly per-sonality with an aggressivestance, and are designedand priced to appeal pri-marily to adults in the middleclass.

Palmer Johnson is a yachtmanufacturer based out

of Sturgeon Bay, Wisconsin.They started building wooden boats in 1918. Since thenPalmer Johnson has grownto become a leader in theyacht industry, and is knownfor making such boats as th

Fortuna for the King of Spain


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brand research

Microsoft proved to be a challenging company since they primily design software. Their hardware does not usually form a cohesive brand image. However, I did nd some common features inmany of their products, such as surface hints. For example, placwhere devices allow users to interact with software have glossynishes, while backs of products and places where the users gripthe devices have a matte nish. Another element they are start-ing to introduce is the blue interactive strip on the newest mice,

which indicate thumb position and a capacitive sensor.


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sketches and

form development

trowel handle shape andergonomics study model


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sketches and

form development


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Nissans vehicles incorporate friend-ly design and an aggressive stanceto appeal to younger middle classadults. A common element in the Nis-

san brand is the trademark trapezoidalgrill encompassing the company logo.

brand research


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sketches and form development

brand focus: bird feeders


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PALMER

JOHNSON

Above is the silhouette that Palmer John-

son bases its sportyacht line off of.

brand researchPalmer Johnsons brand image is exclu-sive, elegant, and sleek. The companyis a true leader in their industry, and hasrecently introduced a new line of super-sport boats that redene both style andfunction in smaller to midsize yachts.

Above is one of the boats in theirsportyacht line, below is an example of

the new supersport boats.


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PALMER JOHNSONsketches and form development


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ice scrapernal model


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trowelnal model


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dog bowlnal model


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ice scraperrendering


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trowelrendering


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dog bowl

rendering


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conclusionWhat I have learned from this project is that brand semantics can be very nicky to workwith. Small details can make it or break it in terms of brand recognition and appeal. However, having an appealing and cohesive brand image can raise the value of the products be

yond simply how well something works or how attractive the product is alone. People enjoycontinuity, and often will pay more for it.

The products I designed in the style of Palmer Johnson share many characteristics with thecompanys boats. They follow the same curves, have similar exterior materiality, and convea sculptural quality that most trowels, dog bowls, and ice scrapers do not share.

Matthew Zange, Industrial Design 201, Iowa State Univeristy, Fall 2013

Brand Semantics Process Book

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