Interactions between Brand Identity and Shape Rules

  • Rosidah Jaafar
  • Alison McKay
  • Alan de Pennington
  • Hau Hing Chau


Brand and the maintenance of brand identity are key drivers in consumer product development activities. This paper aims to give early results of research that sits between marketing and shape computation technologies. An initial review of brand identity from a marketing perspective is presented along with an analysis from student designers in identifying brand characteristics of consumer products. Results of early experiments with a prototype computational design synthesis system are reported.


Initial Shape Design Shape Product Development Process Shape Grammar Brand Association 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Netherlands 2011

Authors and Affiliations

  • Rosidah Jaafar
    • 1
  • Alison McKay
    • 1
  • Alan de Pennington
    • 1
  • Hau Hing Chau
    • 1
  1. 1.University of the LeedsUK

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