The forgotten bond: <i>Brand identity and product design</i>

Abstract

The question is: How can the design of products communicate brand values? Guido Stompff distills answers from a case study about Océ Technologies, a Netherlands‐based document reproduction and management company. His analysis reveals how designers, as members of the product development team, exploit the profile, proportions, interface, and even the color of Océ machines to convey and maintain a reputation for reliable professional equipment.