Cumincad : CUMINCAD Papers : Paper sigradi2012_121:Aplicación del concepto conductor de Identidad de Marca en la generación de formas con Shape Grammar [Application of the conductive concept of brand identity in the generation of forms with Shape Grammar]

id	sigradi2012_121
authors	Guzmán, Daniela Silva; Bello, Joaquín Bustos
year	2012
title	Aplicación del concepto conductor de Identidad de Marca en la generación de formas con Shape Grammar [Application of the conductive concept of brand identity in the generation of forms with Shape Grammar]
source	SIGraDi 2012 [Proceedings of the 16th Iberoamerican Congress of Digital Graphics] Brasil - Fortaleza 13-16 November 2012, pp. 473-476
summary	The purpose of this paper is to analyze the relationship between the shape grammar process and brand identity, taking the user’s perception in the creation of new products as the central core of the research. The latter is done in order to obtain several parameters that allow us to change the shape of the products and do not affect the acknowledgement of brand conductive concept. By reducing the amount of results of processes of design, the selection and evaluation process is improved. To conduct the research the bottles from the brand Next from Soprole S.A were selected as study case.
keywords	Shape Grammar; Concepto conductor; Identidad de Marca
series	other
type	normal paper
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