Publication detail

Innovating product appearance within brand identity

ONDRA, M. ŠKAROUPKA, D. RAJLICH, J.

Original Title

Innovating product appearance within brand identity

Type

journal article in Web of Science

Language

English

Original Abstract

Purpose – This paper studies the appearance of drill s from one brand by using currently available design tools. It aims to find and discuss the relat ionship between appearance innovation and maintaining key design features. Design/methodology/approach - The innovation proces s is studied on drills of a Czech power tool maker and a previously created concept of a new dri ll. First, we explore the similarities between the designed concept and previous models of the brand b y calculating the degree of similarity of given shape features. Second, we capture the drills simple shape grammar and strive to generate a sketch of the concept. Findings - Results show the use of several similar shape features from previous models in the innovated design. Shape grammar can create a princi pally similar concept, but some innovations cannot be achieved this way. A description of appea rance innovation within brand identity in terms of shape grammar is given. Research limitations/implications - The research is limited mainly to a small group of previous products that can be analysed. It is done only for one particular brand identity. When used with the shape grammars, design generation is limited. Practical implications – Better understanding of the innovative process aids designers in working with designs for brand identity and may serve to shape g rammar enhancement. Originality/value - The paper describes what happen s during the innovation of product appearance, and implicates enhancement and meaning of design an alysis done by shape grammars and exploring similarities.

Keywords

Product design, innovation, design tools, evaluation, brand identity, shape grammar

Authors

ONDRA, M.; ŠKAROUPKA, D.; RAJLICH, J.

Released

5. 6. 2017

Publisher

Emerald Publishing Limited

ISBN

1757-2223

Periodical

International Journal of Innovation Science

Year of study

9

Number

2

State

United Kingdom of Great Britain and Northern Ireland

Pages from

153

Pages to

169

Pages count

16

URL

http://www.emeraldinsight.com/doi/pdfplus/10.1108/IJIS-12-2016-0055

BibTex

@article{BUT136765,
  author="Martin {Ondra} and David {Škaroupka} and Jan {Rajlich}",
  title="Innovating product appearance within brand identity",
  journal="International Journal of Innovation Science",
  year="2017",
  volume="9",
  number="2",
  pages="153--169",
  doi="10.1108/IJIS-12-2016-0055",
  issn="1757-2223",
  url="http://www.emeraldinsight.com/doi/pdfplus/10.1108/IJIS-12-2016-0055"
}