Our next generations are struggling for searching new identity in the
era of globalization. Do they care so much about their ‘identity’? What is
identity? Webster’s dictionary states identity is “the distinguishing
Character or personality of an individual. Identity begins with our
names, addresses, family groups, and cultural backgrounds, but
how does it grow from there? Can branding image be implement into
Furniture design? Why not this design identity will be the new design
direction in developing the new image for the company? How B.M.W car
can be recognize without showing the logo? ......
That why I've choose this title for my Thesis. For my thesis I will concentrate in developing work chair design that have design identity, design image that reflect the style for the manufacturer by referring their branding image.