Introduction to brand identity and sketching

Completed: Fall 2013  Duration: 4 weeks  Client: Fictive   


 

Challenge

The aim was to design a rotary tool that looked as if it had been made by Bang & Olufsen.

 

 
 

 Core form values

Bang & Olufsen, B & O, is a Danish manufacturer of high-end consumer electronics such as televisions and speakers. Their design is based on simple geometric shapes and restrictive use of color.

 The chosen words for the form language were: geometrical, conical and simple

The chosen words for the form language were: geometrical, conical and simple

 
 

User studies

 

Five interviews where users tested rotary tools were performed. The input from the users showed that the Dremel-style rotary tools mainly felt like precision tools and that they afforded the pen grip.  

 
 

“Too top heavy for comfortable pen grip”
“Seems to be hard to clean”
“Pen grip is preferred for precision”
“Feels like a precision tool”
“The function of the buttons are not intuitive”

- User feeback


Ideation and concept sketching

 

 

The sketching process explored directional conical shapes that encouraged precision. Three main directions were reduced to one. Five form variations of the chosen direction were presented before work began on the final concept.

Form variations of precision concepts

     

 

 

 

Final concept sketches

 

 

Rendering

sneakpeak beotool.jpg