The Product Identity Design About Esun Gravel Synchronized Sealing Layer

In recent years, China’s highway maintenance machinery products renewal speed beyond western streak. The sorts of products are also unable to develop, must have to adhere to independent innovation of new products, instead of the traditional imitated plagiarism. In consumer research also shows that the brand becomes the main factors influencing the buying behavior. Therefore,to win new market, road maintenance enterprises on the basis of meet consumer demand, also needs to insist on own product research and development, establish of its own product image and form their own brand characteristics.With the improvement of the highway construction system in our country, highway maintenance machinery will play an increasingly important role. How to design a more energy saving, environmental protection, high quality, high degree of recognition of product is an important issue of each highway maintenance machinery enterprises. At present, road maintenance machinery company at home and abroad begin to explore for branding, product identification. Foreign brands like Dynapac and SECMAIR, domestic brands like Meitong and Daosheng all have established a product identification system. However, for the small and medium-sized enterprise in the domestic, the brand recognitiong is not strong, the cometition ability is weak. So this paper attempts to gradually realize the brand image of the establishment from the establishment of product identification.The task mainly this article involves comes from hunan university college of art and design of sany group cooperation project 《Yi Shan heavy rubble synchronous seal car recognition design》. XinMeiLaiya product line of brands and competitive product at home and abroad are analyzed from the Angle of product identification,to look for product differentiation maeket positionging itself. And from the latest engineering machinery exhibition in seek the development trend of construction machinery model identification. And then to design the project positioning. In the practical design phase, according to the requirement of the XinMeiLaiya the project specification, based on the standard design process, to start the design of targeted activities.This design project gives some reference suggestions for the following study of engineering machinery product identity, It also has some positive significance for the independent research and development in our construction machinery companies.