On Design Identity Of Printer Between HP And Canon

There is no doubt that in the current competitive market situation, many well-known companies are facing a severe test. More and more narrow market space, growing demand for products segment. How to improve their competitiveness in the market has become the focus of the enterprise. Recognition through the establishment of a complete design (Design Identity, referred to as DI) system is help to improve the brand system, enhance brand value and recognition. Design to brand identity for the purpose of identification, product identification (PI) as the core, through visual identification (VI) to add rich meaning and connotations extension.Ultimately to the user-centric value creation and the emotional satisfaction of the brand concept (MI). With the printing and imaging business in the rise of our daily life, the printer has become a focus of concern we have. Printer design recognition enterprises to participate in market competition has become a strong weapon.In this paper, system theory, typology and semiotic theories and methods are used to see the printer as a operation system. select the HP and Canon printers and other world famous brand, focusing on product identification, visual identification and recognition ideas to explore the relationship between the concept and the brand Design identification system control.Brand studies also need to fall in-kind end, so taking this product-identification as the starting point,make comprehensive and visual analysis of the 1999-2010 year Hewlett-Packard printers and 2005-2010 Canon printers,learn the modeling features of the printer and its evolution process.Although the Canon has a more clear product identification features, while HP's recognition feature is not so obvious, but they all have one thing in common, both in the maintenance of products based on the unity of diversity using various methods of interpretation, then there are invisible and dominant interpretation of the marks.The design of an effective identification system can better ensure the continuity of the brand common and long-lasting, and better build brand personality and brand culture, and enhance corporate brand value.