A new tool to strengthening the power of brand: the industrial design language
Big corporations as well as small companies, when growing are facing the same problem: keeping the consistency of the brand image. The growth often implies the creation of several new directions and lines of products and generates confuse messages or unnecessary costs on design.
The creation of a distinctive and consistent industrial design language allows to guide the growth in a strategic way, generating multiple competitive advantages:
· An enhanced brand communication: the company image becomes one, strong, solid and coherent. The industrial design language is in fact built by translating the brand values into design elements.
· An improved product positioning: the creation of a strong design identity enables to be more recognizable toward the competitors and strengthen the brand perception into the market.
· Supply-chain synergies: ability to reduce the production costs thanks to the creation of design based on common platform and shared components. Furthermore, materials such as design concepts and graphic patterns developed for example for booth design or office space could be re-applied across the company in multiple situations, thus increasing opportunities for cost saving.
The industrial design language is therefore a long-term asset for companies. It means writing the DNA, enabling to preserve and constantly renew the identity of the brand.
With this objective in mind, Pininfarina supported Sharp to define and leverage on the benefits of a consistent IDL, defining the catachrestic design elements to build recognition in the market and communicate premiumness, innovation and cutting edge technology at first sight.
Through the creation of the Design Language of a new collection of TVs and Audio Systems, Pininfarina supported Sharp in the redefinition of its Brand Identity, providing a valuable asset for the present and the future range of Sharp products.
Pininfarina also leveraged on its expertise, acquired through extensive collaborations in industrial and interior design, to create astonishing beautiful products for Sharp’s entertainment system, with the aim of creating value for the whole home environment.
Nicola Girotti, Head of Ideation & Industrial Design