Select: Brand GeneticsArch Design I Phase I
The project aims to the study in the understanding of brand genetics through its collective methods of enterprise. The selected candidates are given as set of 30 candidates for 8 members of group. each student selected 3 companies from the set and researched its identity; the genes, norms, memes of it.
My selected candidates are TOM FORD; fashion brand, CTRIP; work and travel company, and IROBOT; domestic robot for shores.
TOM FORD
Tom Ford is named from the founder of this brand, Thomas Carlyle Ford in 2006. This brand aims mostly to express out the identity of oneself through fashion design that Tom Ford identifies their customers as international, cultured, and well traveled.
The products that they mainly sell are menswear, beauty, eye-wear, an accessories
The material of this brand has been identified as classical style. David and Venus sculptures are well definition of this brand of the identity, self-admiration, perfection, and sophistication
CTRIP
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Ctrip founded in 1999. The brand is created for aggregating an information for hotels, flights, and also package tours mostly in Asian continents through online booking.
Ctrip has made partnerships with many other companies around the world, for example, Tour4fun, Qunar, Skyscanner, etc. that makes Ctrip being broad search-engine features on their site.
Ctrip has been identified the genetic material as grid connection that with different thicknesses. Ctrip made many connections with other countries and started from China, symbolizing how they localize with other European and other continents well.
IROBOT
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Last candidate, Irobot, founded in 1999 by MIT graduates. They started with military robots that gained reputation from many significant and global associations as World trade center 9/11, Fukushima nuclear plant in 1998, etc. After those events, the company turns to domestic robots that can do shores for human automatically.
The material that represents this brand is clearly wrinkle diagram that shows how robots share a waste-time work of human and give them more time to spend time more efficiently on their task rather than spending on doing shores
Contextual Identity
From all the analysis of brand's identities and materials, This picture is best illustrated as how 2 brands, Irobot and Ctrip are cooperated well as they both work as technological development and Tom Ford is more about aesthetic term. However, they all give customers better experience that, Irobot gives customer more leisure time, Ctrip gives customers an experience on traveling on other locations, while Tom Ford gives customers a better appearance and self-admiration,
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