EMIEL
GOFFIN
"Design a blender as if the designers at Volvo would have done it."
VOLVO INSPIRED BLENDER
First Master Year
Product development at UA
Advanced product design
This assignment was focused on more than just the look of the product.
The implicit and explicit characteristics of the brand were both taken into account to define the features and specifications, but most imortantly, the styling.
We start by analysing the brand. Expanding our knowledge and familiarity with the brand. To get a good idea of the core values of the brand we can look at it's different aspects. We start with the most obvious one.
The logo evolution over the years:
ANALYSIS
1927
1930
1959
1970
2006
2014
To get a more complete grasp of the brand evolution, we must look at the actual cars that rolled of the assembly lines over time. We look at each category of cars on it's own, SUV's, berlines and breaks.
EXPLICIT CHARACTERISTICS
Analysis
History
Explicit
Moodboards
DFA
Implicit
Target audience moodboard
Sementic differential
Design phase
Shapes
Verifications
Adaptations/final concept
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All current models get lined up and the most typical volumes, creases and lines get highlighted. A matrix is drawn up to map the most identity defining lines. These will be the foundation for following design stages.
Out of this matrix, broad shoulders, soft trapezoïd shapes and the functional simplicity came out as the most defining characteristics.
IMPLICIT CHARACTERISTICS
Semantic differentials and a semantic differential web are used to visualise the which properties play the biggest roll in shaping Volvo's brand identity.
Volvo is assigned the Archetype of 'Nurturer/Caregiver'. Their reputation for safety is confirmed by multiple official authorities.
The Boer model, Kapferer's brand identity prism, the Brand translation prism are some of the other tools used to get an insight into the full span of the Volvo brand.
The brand translation prism translates the implicit characteristics into more explicit shape characteristics, which will be used in the design stage of the assignment.
DESIGN PHASE
