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Explains the significance and function of brand identity system for machine tool manufacturing enterprises, meanwhile, it converts theories to visual elements based on the theories of industrial design, discusses the design elements for realizing the brand identity system of machine tool products from the perspective of practical application, and analyzes and explores the implementation methods of various design elements including color matching, form, details and so on one by one. It provides a new method and a new idea for the innovative design of machine tool products in China, with very great theoretical and practical significance.