Hyundai Exodus-- exiting tradition, entering new boundaries of designing "Design a Hyundai Motors visual identity" : a written component completed in partial fulfillment of the requirements for the degree of Masters of Design at Massey University, College of Creative Arts, Auckland, New Zealand
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2009
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Massey University
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Abstract
This research project was conducted to fulfill a Master of design specialising in Transport
Design, at Massey University’s Auckland School of Design. It was aimed to create a
new visual identity for Hyundai Motors by designing a car model forecasting and utilising
methods pertinent to Hyundai Motors. Simultaneously the designed car model focuses
on specifically accommodating the needs of surfers. The whole philosophy behind this
particular model involves three important elements of Visual Identity as pointed out by
Warell; recognition, comprehension and association. As a result, in each stage of the
design process, the model was designed and amended continuously to incorporate these
three issues to create a design for Hyundai that targeted the surfing market.
This research sets out a departure point for designing differentiated vehicle concepts
for Hyundai by targeting a niche market. The Exodus was designed for a particular
demographic and a subculture. The targeted market began with participants of Extreme
Sports such as snowboarding, windsurfing, and surfing, but was narrowed down to surfers,
because they had specific requirements that were not well catered via by existing
vehicles. These requirements also translated into specific design features that allowed
the development of a strongly differentiate of vehicle concept. In this way the Exodus
represents an example of how specific and user needs can drive differentiated design in
both a practical and visually expressive way.
This process was facilitated by way of three major research stages. Firstly, a field trip to
Piha, one of Auckland’s most popular surfing beaches was conducted in order to find out
more about surfing culture and as a general means of vehicle observation. Secondly,
informed interviews were conducted in order to gather qualitative information to generate
specific user requirements and inform design development that would meet the needs
of surfers. Existing car designs types were analysed to extract any design features and
attributes suitable for surfers. Thirdly, a comparative analysis of two established vehicle
brands, alongside Hyundai was undertaken in order to reveal the weaknesses of Hyundai’s
visual identity. This phase then culminated in a research model specifically aimed
at creating a new design image for them.
Based on requirements developed using the above methods, the design were developed
through an interactive process of sketching, modeling and critique. The aim was to create
a car with an advanced design that met the functional needs of the surfing market. The
main focus was to create a specific, differentiated brand image based on association,
comprehension and recognition for the Hyundai.
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Keywords
Hyundai Exodus, Car design, Vehicle design, Surfing