Family Characteristic And Generic Feature Based Commercial Vehicle Identity Design Research

The enterprises can deliver unique value and gain users recognition throughProduct Identity. The current studies of product identity mainly focus on structuringthe theoretical system; the application theories for specific industries are rarelyexplored. It’s necessary to do intense research on product identity design approachesfor commercial vehicle product in order to improve the brand identity of thosemanufactures.This paper combines the knowledge of some relevant domain such as design,psychology and communication, preliminary discusses the essence, principle andcomposition of product identity through identity system theory and visual perceptionmechanisms as the starting point. Among them, to satisfy in-depth sense of security isthe essence of product identity and the process of identity is a bilateral processing ofinformation. Then according to the identity-communication theory, it is proposed thatthe identity elements mainly include visual features and product image. Then basis onthe “Karlsruhe Theory”, the paper analyzes the structure of commercial vehicles’product portfolio and figures out that there are two identified characteristic, namely“Vertical Affinity” and “Horizontal Homogeneity”. Finally, combined with theanalysis on product identity of commercial vehicles, an innovative approach whichbased on the identified characteristics of product group is elaborated completely inthis paper.In the last chapter, combining with a practical project, the paper analyzes thegrowth phrase of the specific brand and the characteristic of that product portfolio,finally apply the product identity design approach into the project to verify theeffectiveness.