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The Research of Auto Brand Mark Design

Author: LiJian
Tutor: FuLiMing
School: Jilin University
Course: Body Engineering
Keywords: Automobile Brand Mark Design Aesthetic
CLC: U462
Type: PhD thesis
Year: 2012
Downloads: 645
Quote: 0
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Abstract

Auto brand mark, also called auto trademark, is the core of auto styling design system, which expresses symbolic meaning of auto design, helps consumers understand auto brand values, designing ideas and functional features and distinguish different auto brands with specific graphs, symbols and words.Auto brand mark design is one of the most important elements of auto body styling design. Beautiful brand marks always arouse people’s infinite imaginations, reflect the materiality spirituality of auto cultures and enrich people’s understanding and percipient ability. Application and design of auto brand marks embody the integration of technology and art. The features of auto industry determine unique laws of auto brand mark designing. How to design a delicate and suitable brand mark is an important subject worthy further researches and studies.As one of logo designs, auto brand mark design connected with the history and inheritance of auto industry possesses its unique cultural, artistic, identifiable and symbolic features. Auto industry not only enriches splendid industry culture and but also creates auto cultures. As the important carrier of material and spiritual civilization, auto brand mark design becomes one of important components of auto culture. In near one-hundred-year auto development history, many excellent auto brand mark designs are improved by industrial development and polished by passage of time and they are like many milestones and record auto development history. In general views, the themes and styles of auto brand marks, to some degrees, embody auto history, reflect the spirits of technology, humanity and exploration of auto industry, present cultural features of different countries and regions and display social and time background of specific auto brands when they were set up.Based on aesthetic theory of auto brand mark design and auto cultural knowledge, this research analyzes the aesthetic qualities, basic styling element and aesthetic laws of auto brand design, states different styles of auto brand mark design including styles of times, different ethnic groups and regions and illustrates the relation between auto brand mark design and auto styling. The focus of the research is laid on systematically studying features, form designing, color designing, design styles, designing styles and feature designing trends.The researches on auto brand mark design are under domain of design aesthetics. As a designed subject, auto brand mark design possesses important value for aesthetic studies. As an object being visually appreciated, auto brand mark design has its own designing laws and contains many features such as difference and generality, practicality, iconicity, and being symbolic and so on, which is also restricted and influenced by a variety of elements including history, culture, regions, nations, technology and time. The features and its unique applicative forms determine that auto brand mark design covers the overlapped field of visual communication design and product design and is closely related to the development concepts and implement of development strategies of auto brands.Beauty is the top priority for a good design. Only the beauty which follows the aesthetic laws can endure the tests of time and can leave people lasting visual enjoyment. By analyzing the application of formbeautiful principle in designs, it comes to a conclusion that auto brand mark design has already developed its own designing principles in long evolutionary history.Shape is the foundation of auto brand mark design. When shapes used in brand marks are seen individually, they will present different visual features and characters. However, when combined skillfully together in design, they will bring richer visual enjoyment. The shapes, as an important designing element, not only are the carriers of practical functions, but also are the vital means to form connotation of auto brand mark designs. Some theories of genetics can be borrowed to analyze the evolution of auto brand mark design and many principles such as being outstanding, unique, original, classical and cultural should be followed and laid great importance.The color design for auto brand mark should adhere to its own designing laws. But in design practices, neither should the designers ignore the regularity of designing, nor rigidly impose theories of color designs on brand mark designs. The color design should take following elements into careful consideration: category, brand image, regional and national differences and time and cultural features, etcNational styles, regional styles and time styles together form designing styles of auto brand mark design. National styles derive from historical and cultural inheritance. Without national styles, the designs are hard to be accepted and respected in international auto industry. Every age has its own cultural and social backgrounds and aesthetic judgments, and these should be presented in auto brand mark design. The time styles itself are the products and reflections of time change. Different regions, different cultures, different life styles, thought patterns and aesthetic habits all have their effects on auto brand mark designs.The innovations of the research are as follows:①indicates that as objects auto brand marks possess the features of practicality, iconicity, and being symbolic and discusses the elements which control and restrict auto brand mark design②proposes that auto brand mark design should embody some aesthetical features such as the beauty of novelty, emotion,reason, concreteness and abstraction, etc.③from the perspectives of words and graphs application, themes and styling, systematically classifies the subject area of auto brand mark design④promotes the concepts of national styles, time styles and regional styles

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