第四课 设计管理案例分析 伊莱克斯

GATESHEAD MILLENIUM BRIDGE - Sir Norman Foster ALAMILLO BRIDGE, Seville ALAMEDA BRIDGE, Valencia - both Santiago Calatrave
Visual language references 形象语言的参考
• • • • • • • • • • • Harmony of structure Tension Dynamic Vibrant Innovative problem solving Softness and hard together Light & materials Fluidity of form Opposite of blatant Perceptive Unpretentious
Electrolux Brand Essence 伊莱克斯品牌实质
• The core of the Brand Promise-Brand
Essence is the innermost vital center of the Brand Pyramid. 品牌承诺的核心品牌实质是品牌金字塔最深处最至关重要的 部份。 • The Brand Essence is the essential relevant and differentiating idea that will create and reinforce Brand Loyalty. 品牌实质是指必不可少的能创造及增强品牌 忠诚度的一些相关联以及有差异的想法
• Verbal
–Brand –Brand –Brand –Brand
言辞上
Pyramid 品牌金字塔 Dictionary 品牌解释 Promise 品牌承诺 Essence 品牌实质
• Visual
形象、视觉上
–Brand Attitude 品牌观念 –Visual Language 形象的语言 –Brand Design Policy 品牌设计原则
“Innovative trusted solutions for easier and more enjoyable life”
Master Brand Attitude 主要品牌观念
• Non-verbal elements that guide 辞因素指导 非言
–creative expression of Brand Character (seen, sensed, understood, heard, felt)品牌特征创造性表达 (看到 的,感受到的, 可理解的，听到的，知觉的 ） –tonality for all contact points 各联系点的协调性
The Electrolux Brand Attitude evokes a passage and connectedness from an innovative heritage to a vivid, energized yet safe tomorrow. 伊莱克斯品牌观念在传统观念和现代新型观念之间架起一个通道和联系 Its designs balance freedom and dynamism with security. 它的设计使自由、动感和安全性得以达到平衡 Electrolux design defines the future whilst boldly and sensually conveying a reassurance based on a solid presence radiating from the past. 伊莱克斯的设计是在大胆传递一种建立在过去稳固基础上的可靠性的同 时，确定其未来发展方向的。 We freshly and practically create new, contemporary traditions. Its defining attitude of confident insightfulness expresses comforting, non-aggressive modernity of form, liberty of movement, controlled expansiveness of shapes, and inviting technology. 我们务实而创新地创造出当代新传统，确立了自信而又富洞察力的观念 ，体现了舒适而不激进的现代感动，自由的运动，有节制的形态和吸引
Master Brand Attitude 主要的品牌观念- （内容）
cont’d
These perceptive designs evoke a sense of optimism and approachability, warmth and friendliness. They are tactile, enticing, forward-looking and uninhibited. 这些富洞察力的设计激发起一种乐观、热情和友好的精神。他们 能被感知、能引人入胜、前卫而不受人约束。 The designs represent a fusion of ingenuity, intelligence, vitality and openness. 设计体现出精巧、聪颖、活力和开放为浑然一体。 Through its designs, the Electrolux Master Brand Attitude educates the eye and the mind with character of shapes, harmonious compositions, and contrasts. 通过它的设计，使人们的眼睛和思想接受到一种新的伊莱克斯品 牌观念，形状特征，和谐的组合和对比 It is true to its roots, never forsaking its enduring lineage while balancing the potential of the possible. 它忠于原创，从未放弃它长久以来的传统，同时尽可能使它达到 平衡。
Brand Claim 品牌宣传
帮助我得到期望的结果; 安逸; 安全;人性化; 智能化 Features 待色
Brand Support 品牌支持
Electrolux master brand promise 伊莱克斯主要的品牌承诺
For people who welcome change and seek harmony, modern knowledgeable Electrolux offers intelligent solutions that make people’s personal and professional lives easier and more enjoyable. 对于接受变化和寻找和谐、现代化知识的 人们，伊莱克斯提供他们智能化的方式来 使他们个人的和专业的生活更便捷和愉快
Brand Pyramid – common and tailored componets
品牌金字塔 – 同一性（全球化）与个性（本土化）的结合
personality 个性 values价值 Reward 回报
Brand Character - same for all sectors/ geographies 品牌特征 - 各地域相同 Brand Claim - tailored by sector/geography 品牌宣传 - 各地各自设计 Brand Support - tailored by sector/geography 品牌支持 - 各地各自制作
SIDE HOTEL (Hamburg) Sky lobby MENU Headquarters (Denmark)
Visual language references 形象语言的参考
• Simplicity • Sharing /social level • Emotive • Adaptable • Innovative • Comforting • Nothing hard • Purity • Flexibility • No extreme futurism • High perceived quality of material • Functionally AUDI A2 TOYOTA POD - reflects and expresses the diver’s chnaging moods innovative
• Purity （纯粹） No irrelevant decoration（ 没有不必要的装饰） • Materials used in contemporary manner（ 根据现代人的习惯来使用材 料）
THE EGG. Arne Jacobsen ROTHKO, Alberto Liévore FIVE MINUTE CHAIR, Peter Botlos KUGLE lamp, Poul Henningsen,
Brand Character 品牌特征
平衡; 自控 个性; 创新
Freedom; Enjoyment; Creativity Feel proud; Feel good about myself
自由; 享受; 创造 自信; 舒畅
Helps me achieve the results I desire; Ease; Safe performanceUnderstands me; Intelligent design
Visual language references 形象语言的参考
• Fluidity of form（形态的流动性） Shapes with movement （动态）
• Softness（柔和） • Comfort（舒适）
• Informality （突破常规） Formal shapes/ informal interpretation（常规形态/不 常规的含义）
Visual language references 形象语言的参考
• • • • • • • • • • • Fluidity of form （形态的流动性） Harmony of structure（结构协调 ） Tension（有张力感） Dynamic（动感） Vibrant Innovative problem solving（创 造性的解决问题） Softness and hard together（软 硬结合） Light & materials Opposite of blatant（反对媚俗） Perceptive（容易理解的） Unpretentious（不张扬，内敛）
Electrolux Master Brand Framework 伊莱克斯主要的品牌框架
“What is Electrolux?” “什么是伊莱克斯?” “What makes Electrolux Electrolux?” “什么使伊莱克斯伊莱克斯化?”
Brand definitions 品牌定义
• Elaborates Visual Language and Brand Design Policy verbally beyond bullets and key words 精心揣摩的形象语言和品牌设计原则在口头 上的表达超越了某些关键性文字
Master Brand Attitude 主要品牌观念
Leabharlann Baidu
Function 功能
feature 特色
Electrolux Brand Pyramid 伊莱克斯品牌金字塔
Knowledgeable Modern 知识性 现代化 Harmony Welcomes change 协调 受欢迎的变化 Helps me enjoy my life Pride/self-esteem 帮助我们自信地享受生活 Makes home life easier Intelligent solutions for better living 使生活更简捷、智能化 Features 特色
Brand Character 品牌特征
Brand Claim 品牌宣传
Brand Support 品牌支持
Electrolux Brand Dictionary 伊莱克斯品牌解释
知识领先; 善于创造 某种风格; 动态; 预见性思想; 创新的物质
Balance; Feeling of control Individuality; Open-minded