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Capturing a rebel: modeling the Harley-Davidson brand through a motorcycle shape grammar

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Abstract.

The potential for capturing brand identity within a shape grammar is discussed. A two-dimensional motorcycle shape grammar is presented, along with constraints that associate the resulting designs with the Harley-Davidson brand. Confirmation of the grammar's brand representation is shown through a customer-based survey.

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  1. Computational Design Laboratory, Department of Mechanical Engineering, Carnegie Mellon University, Pittsburgh, PA 15213, USA, , , , ,

    Michael J. Pugliese & Jonathan Cagan

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  1. Michael J. Pugliese
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  2. Jonathan Cagan
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Pugliese, M.J., Cagan, J. Capturing a rebel: modeling the Harley-Davidson brand through a motorcycle shape grammar. Res Eng Design 13, 139–156 (2002). https://doi.org/10.1007/s00163-002-0013-1

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  • DOI: https://doi.org/10.1007/s00163-002-0013-1

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