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«STYLE-BRANDING, AESTHETIC DESIGN DNA Bob EVES1 and Jon HEWITT2 Bournemouth University Motorola Limited ABSTRACT This paper is a continuation from ...»

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The proposed style-branding model holds relevance and significance for educating designers for a commercial society. The model has potential to expand across the field of aesthetic design and there is much scope for a range of educational and research activity. Further direction of the work moves towards the convergence of aesthetic media with design methods, process and computer tools.


[1] Hewitt, J. Comments on design DNA, (Motorola Limited, February 2009).

[2] Cobley, P. and Jansz, L. Semiotics, (Icon Books UK, 1998).

[3] Crow, D. Visible Signs, (AVA Publishing, 2003).

[4] Barthes, R. Mythologies, trans. Annette Lavers, (London: Vintage 1996).

[5] McCormack, J. Cagan, J. Speaking the Buick Language: capturing, understanding and exploring brand identity with shape grammars. Design Studies 25(2004) 1-29.

[6] Eves, B. and Lefley, M. The Color Concept Generator: An adaptive fuzzy color semiotic design tool. Semiotica:Volume 142-1/4(2002), pp91-105 (Mouton de Gruyter, 2002).

[7] Eves, B. and Hewitt, H. Semiotics, Design Character Language. 10th International Engineering and Product Design Education Conference, (Barcelona, 2008).


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