ZeichenSprache

As part of the realistic project ZeichenSprache (Sign Language), the integration of brand positioning as a strategic design parameter into product design was practiced. The product design represents the qualitative and strategic objectives of the company. This means that the practical and product-language functions in the design unite or embody both the ideal and the commercial aspects of a company identity (corporate design).

This planning momentum is the basis of all efforts in the development of an appearance and an identity: The (company) sign is reflected by the linguistic expressions of the product forms.

Picture: Wöhner IIII // Natalia Echeverri Pinto

How do you design products for a brand identity? Following research and analysis of exemplary design projects and the design strategy of the Wöhner company, which supported the project financially and in terms of content, the parameters of a targeted design work were summarised. Using the example of Wöhner (manufacturer of electrical engineering and energy distribution), design experiments were to lead to alternative form programs for a (fictitious) redefinition of ‘product design as corporate design’.