Framtagandet av ett företags visuella produktidentitet
Aqeri has since the past year a new profile with name and logotype, which has createda need for an updated visual product identity. The company is a leading developer,producer and distributer of IT products suitable for extreme environments in industry,defense and vehicles. This new profile with the different segments has together with aproduct identity from two companies resulted in that they have no clear designidentity on their products. From this background the aim of this research is todetermine how a development of a design identity is done to implement it to Aqeri.The design identity can be defined as a product?s identity visualized through its formor appearance which defines what the product is. Identity stands for identification of aproduct?s aim, product group, and its origin, which for example can be visualizedthrough the company?s logotype, symbol and design by function. This communicationof identity is made through vision, hearing, and feeling as colour, form and sound.Through semantics expression of form, design can communicate the productscharacteristics and/or its function. Other factors that affect the design are differentlaws and directives such as CE. The respondents in the interviews had similaropinions about the definition of design identity and what it should communicate. Theprocess with the design identity, according to the respondents, needs to be based onthe company?s ground values, design strategies, and design cycles.The implementation of a new design identity to Aqeri started with an inventory ofform elements on their products. At the inventory several aspects of improvementswere found. From the inventory new suggestions on design features to create a moreuniform design were made. The suggestions describe how the company can visualizethe ground values and how they can make the products more uniform by usingreconnaissance factors. Examples are colour, position and dimension of logotype, anddetermining standard features such as placement of on/off-button.