@article{article_1761860, title={Design for Brand Identity: A Case of Industrial Design Studio Process by Two Projects}, journal={Gazi University Journal of Science Part B: Art Humanities Design and Planning}, volume={13}, pages={543–569}, year={2025}, author={Ilhan, Ezgi and İpek, Acar}, keywords={ürün tasarımı, tasarım projesi, marka kimliği, tasarımcı, tasarım stüdyosu}, abstract={For industrial design studies, understanding the target market and the company/brand for which the design is being implemented is crucial for the success of new products, given the product design ideas of both design-candidate students and professional designers. This study focuses on the relationship between design, designer, and brand identity. It aims to uncover the relationship between designers’ research, understanding, and interpretation of the brand, focusing on form and function, and the final product decisions. As part of the research, 26 prospective design students pursuing industrial design education were given two projects regarding product design and brand identity to observe their approach and design decisions. At the beginning of the process, the lecturers gave students the project topics, goals, and expectations for success. The students’ design stages were evaluated as a group work for the first project and individually for the second. A comparative analysis was conducted, along with how they reflected their keywords associated with the brand identity in their final product designs. The identical brands designed in different contexts in these projects, which featured physically and spatially, provided a source of information for students studying brand identity, thus preparing them for the expectations they will encounter in professional practice. The study results were interpreted as a guide for designers who continue professional practice in different sectors or adopt similar brand lines by revealing how the adjectives defined by the designers are reflected in the design language, form and function-oriented design decisions of the products.}, number={3}, publisher={Gazi Üniversitesi}