Abstract:In 2007, the famous Italian car design firm Pininfarina decided to develop its own mono-branded finished goods business. The jump from exclusively B2B activities to B2C was a major strategic move. The project initiated with the formalization of a possible brand identity as being the necessary preliminary exercise. Through the study of all the design activities over 80 years of history and following a semiotic approach, brand aesthetics and ethics invariants were identified. Four different design teams were inv… Show more
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