PALMER JOHNSON

Brand Semantics Project by Matthew Zange

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contents
2 project brief 3 brand overview 4 microsoft brand research sketches and form development 7 nissan brand research sketches and form development 9 palmer johnson brand research sketches and form development further development 13 final models 16 final renderings 19 conclusion
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brand semantics
project brief
Brand semantics are all about how a brand image is communicated through products. If a company is able to create a consistent and appealing image, that can be a powerful tool in inspiring customer loyalty. In order to develop an understanding of and proficiency in how form can communicate character, students were asked to design products for three separate companies that aligned with their respective brand values and semantics. After some development of ideas, one of the three brands was chosen to move forward with, and three final models and renderings were realized. Studio instructors identified the following products for students to work from: Tape Measure, Trowel, Bird Feeder, Ice Scraper, Scoop, Dog Bowl

brand overview

Microsoft is a software company best known for developing the Windows OS. They have a large international user base and in past years have been an important part of the shift from skeuomorphism to flat design in software.

Nissan is the 6th largest automobile manufacturer in the world (2012). Their cars often combine a friendly personality with an aggressive stance, and are designed and priced to appeal primarily to adults in the middle class.

Palmer Johnson is a yacht manufacturer based out of Sturgeon Bay, Wisconsin. They started building wooden boats in 1918. Since then, Palmer Johnson has grown to become a leader in the yacht industry, and is known for making such boats as the Fortuna for the King of Spain. 3

brand research

Microsoft proved to be a challenging company since they primarily design software. Their hardware does not usually form a cohesive brand image. However, I did find some common features in many of their products, such as surface hints. For example, places where devices allow users to interact with software have glossy finishes, while backs of products and places where the users grip the devices have a matte finish. Another element they are starting to introduce is the blue interactive strip on the newest mice, which indicate thumb position and a capacitive sensor.

sketches and form development

trowel handle shape and ergonomics study model

sketches and form development

brand research
Nissans vehicles incorporate friendly design and an aggressive stance to appeal to younger middle class adults. A common element in the Nissan brand is the trademark trapezoidal grill encompassing the company logo.

sketches and form development brand focus: bird feeders

PALMER JOHNSON
brand research
Palmer Johnsons brand image is exclusive, elegant, and sleek. The company is a true leader in their industry, and has recently introduced a new line of supersport boats that redefine both style and function in smaller to midsize yachts. Above is one of the boats in their sportyacht line, below is an example of the new supersport boats.

Above is the silhouette that Palmer Johnson bases its sportyacht line off of. 9

PALMER JOHNSON
sketches and form development

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PALMER JOHNSON
sketches and form development

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PALMER JOHNSON
sketches and form development

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ice scraper
final model

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trowel

final model

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dog bowl
final model

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ice scraper
rendering

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trowel

rendering

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dog bowl
rendering

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conclusion
What I have learned from this project is that brand semantics can be very finicky to work with. Small details can make it or break it in terms of brand recognition and appeal. However, having an appealing and cohesive brand image can raise the value of the products beyond simply how well something works or how attractive the product is alone. People enjoy continuity, and often will pay more for it. The products I designed in the style of Palmer Johnson share many characteristics with the companys boats. They follow the same curves, have similar exterior materiality, and convey a sculptural quality that most trowels, dog bowls, and ice scrapers do not share.

Matthew Zange, Industrial Design 201, Iowa State Univeristy, Fall 2013

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