The DNA of design and design signature: A perspective in motorcycle design

DS 75-9: Proceedings of the 19th International Conference on Engineering Design (ICED13), Design for Harmonies, Vol.9: Design Methods and Tools, Seoul, Korea, 19-22.08.2013

Year: 2013
Editor: Udo Lindemann, Srinivasan V, Yong Se Kim, Sang Won Lee, John Clarkson, Gaetano Cascini
Author: Chandra, Sushil
Series: ICED
Institution: Hero Motocorp Ltd, India
Page(s): 059-068
ISBN: 978-1-904670-52-0
ISSN: 2220-4334


Designers have to frequently face the two terms: the DNA of design and design signature, though no scientific definitions for these two terms are available. This study attempts to formulate a scientific definition for these two terms, differentiate between these terms which are frequently used interchangeably, and explore a mathematical framework. Since the author is a practicing motorcycle designer, this mathematical code has been formulated in context of motorcycle design, but the concepts and methodology can be adopted for design in general. Finally, in context of motorcycles, DNA codes have been calculated for various makers and the results observed, by and large match with the general perceptions. At the same time, limitations faced by practicing designers in devising code have also been discussed.

Keywords: DNA, design signature, design process


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