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Opinion


OPINION: HOW TO CREATE A COHERENT DESIGN LANGUAGE

By Saul Wordsworth18th October 20233 Mins Read
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From Case IH’s Steiger 715 Quadtrac to its smallest Farmall Electric, David
Wilkie, design director for CNH Industrial, explores how to maintain aesthetic
consistency…

***




Developing a design language is a complex challenge that requires quite a bit of
research and development in order to find a good design theme that would work
across many very different proportions and sizes as well as different types of
machines which have completely individual profiles.

Some time ago we initiated a study to create a solid long term design vision
that would help us when designing individual new models. A design vision needs
to align with the company and brand core values.  This is where we began.

From brand to form

Our industrial design team worked closely with the Case IH brand who were
defining the values for the future of Case IH. Once these key brand values were
defined the design team needed to translate them into a form that would convey
them correctly to customers. It’s aligning the brand values and translating them
successfully with design elements, (shape, colour and materials), into product
values. There is also a strong link to the company heritage, as I mentioned in a
previous article.

This type of design project is a dream for designers – and the challenge is open
to the global design team. The chance for all the design studios to compete on
such a task opens up a lot of positive competition and really helps raise the
bar. It’s not every day that you have the chance to create the next generation
of designs.

Alfa experience

Here, my experience at Ghia (Ford’s Advanced Design Centre) and the Italian car
designers Bertone really helped me. Ford had the Premier Automotive Group (PAG)
at that time so designers often worked on Jaguar and Aston Martin as well as
Lincoln, Mercury and Ford of Europe.

In Bertone, the opportunity to work on Alfa Romeo and Ferrari gave me real
insight into brand positioning. We had to understand the customer and their
needs while designing. This is just the same in the world of agriculture,
although it can be more complex to achieve.

The big difference here is that cars are designed model by model, continuously
pushing forward the design theme. In agriculture we have to consider carefully
all of our machines while designing the next generation; testing the most
promising design themes on all of the tractor ranges as well as our harvesting
machines and attachments. The whole range needs to be coherent even if some
machines are launched before others.

Importance of design identity

So what are the Case IH values? They are: innovation, superior quality,
heritage, robust, authentic, advanced technology and confidence.

“The Blade Reimagined – boldly sweeping across the side of the dramatic ‘blade’
brings motion though the tractor but as the design evolves the blade will evolve
in order to aid in showcasing the efficiency and power of the tractor”



This is one of the key elements that create the Case IH styling however there is
another area where the brand needs to be differentiated. It’s the specific
electrification and alternative fuel identification. The use of special bespoke
colours and materials as well as signature illumination details help to
highlight the advanced powertrain technology.

This all goes to show that design identity is a really important brand value
that helps to convey quality, technology and character of the tractor to the
customer. There has to be a bond between man and machine, and this comes from
design.

*

This article originally appeared in the October issue of iVT International 

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Saul Wordsworth

Saul Wordsworth is deputy editor of the iVT brand - which includes digital and
print editions of a quarterly magazine and Off-Highway Annual, as well as
ivtinternational.com. He is a keen cyclist and lives in north London.

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