Integration Of Brand Culture And Automotive Design

Car styling design is one of the most important elements of a modern car model. As Chinese automotive industry is growing rapidly Chinese automotive companies have pay more attention to the car styling design. Now it is the main method to imitate oversea car styling because domestic brands have not systemic design method. But it is not well to a brand for a long time obviously if a brand loses its character and culture. Thereby the method of car brand styling design is very exigent for Chinese automotive companies. In this paper after I summarize bypassed design methods and research design theoretics and consult practical work, I put forward a feasible method which integrate culture of a brand in car styling design. A successful auto brand has unique character which is embodiment of the brand culture. We can say that the process of auto design is the cognition of a brand culture. Brand culture is the soul as a brand, while auto styling is the embodiment of it. Therefore a successful model should integrate brand culture in its styling. In this paper I, above all, summarize the definition of culture and brand culture. It is very necessary to research car brand culture. The definition is the basis of the following study. Some design theories are necessary for the styling design, including technical theories and aesthetic theories, which have guided styling all the time. Meanwhile I reference the history of car styling so as to understand the law of styling development. Then I study the successful design case of oversea motor companies, and analysis how to integrate the brands culture into their models. I regard brand orientation is the base of brand culture so we must study requirement of target customer including consumer's behave; work environment and aesthetic need etc, because brand character must embody its consumer's character. Brand culture is the concentration of brand history; spirit; pursuance and individuality etc and as a part of company culture it is affected by company culture. A successful brand needs precise orientation and uniform character. We can understand and study brand culture which is the soul of styling design through history and facts which reflect brand soul and character. It is not enough to solve the problem of integration of styling design into brand culture if we only understand brand culture. We need design more modern styling which accord with aesthetic tendency. Though the parallel analysis of car styling and aesthetic tendency we can see clearly the relation of both. So this rule can be used when we design a new car styling. We can foresee aesthetic tendency through other art such as paint; sculpture and other product design. We can also know more through concept cars. Now we grasp the both aspects of brand styling design, brand culture and aesthetic tendency. The tenet of styling design is scientific and meaningful on this base. I put forward a design method in this paper in the end of the third chapter. I analyze all elements of this method and introduce doable means and summary a whole design flow in the end. The focus of this method is brand design tenet which is based on brand culture and aesthetic tendency and guide entireness and part design. I, finally, try to apply this design method to design FAW heavy trucks styling. First I study the culture of the FAW company, the brand orientation and the history and records of the FAW truck. I summarize the center soul of the culture of the Jiefang which will be embody into the styling design. Second I analyze the truck styling and some latest...