iF awards are internationally respected as a sign of good design. In 2012, some 21 Sony products were recognized with an iF Product Design Award, and Sony UI work received an iF Communication Design Award. Of these, six Sony products took the top Gold Award, reserved for 60 preeminent examples of design among the award winners. Never before has Sony won this many Gold awards. The achievement marks the third consecutive Gold Award for BRAVIA televisions and the second for a (alpha) E-mount series DSLRs.
Meet a few of the Sony designers behind these distinguished awards as they share their thoughts on their work.
- iF Jury Motivation
- This LCD HD television features an outstanding, accomplished design which is mainly expressed in the novel base frame. The television celebrates the base, creating an unmistakable design. A product with high recognition value that immediately attracts attention in the market.
- Shigeya Kuwao
- Specialist in the home products category since joining Sony. Projects before the NX720 series include BRAVIA remote controls and the HT-CT550W home theater system.
This award may commend our unified stance in refining design concepts introduced last year to offer even more polished design. Thank you very much.
- Naoto Shimizu
- Joined the home products design team after initially focusing on Walkman projects. Television design experience extends from sets to the glasses used for 3D viewing. Currently a member of the U.S.-based Sony Design Center.
Although the Gold Award last year commended the new stylistic direction we took, this year's award recognizes how we further distilled the concepts while seeking timeless design. I hope that all at Sony who contributed-designers and others alike-are as delighted as I am about our third consecutive Gold Award for BRAVIA televisions.
- Shimpei Hirano
- After initial work on Walkman and mini hi-fi system design, contributed to Sony Ericsson projects at an office in Sweden. Returning to Japan, took on VAIO design before his current emphasis on home products.
The award attests to the enduring appeal of Monolithic Design, which also earned Good Design and iF awards last year and makes the same, memorable impression today. Thank you very much.
- iF Jury Motivation
- A small camera with a semi-professional look, it offers intuitive operation and a straightforward design. This digital fixed-image camera combines progressive functions and a simple exterior structure into a powerful package.
- Noriaki Takagi
- Extensive design experience spanning television, Walkman, Cyber-shot, and Handycam projects. Notable past contributions include design work for the KV-21SF1, MZ-E10, NW-MS70D, and DSC-T3. Regular recipient of Japanese and international design awards.
I'm quite honored to have contributed to another award-winning camera, in the tradition of the Gold Award-winning NEX-5 last year. I hope that all of my colleagues, who helped make this superb product possible despite many difficulties and challenges, share my satisfaction.
- iF Jury Motivation
- This product with great attention to details features the possibility to switch between various lenses, which is of great interest for the digital camera market. Good gripping characteristics were taken into account in the design. A product we have been waiting for.
- Katsuhisa Hakoda
- Multi-category design experience, including portable products (such as Walkman, clock radio, mobile phone, and Cyber-shot projects), component systems (such as 5.1-channel digital AV systems, mini hi-fi systems, and car audio), and navigation systems.
This model prompted us to question what third-generation NEX cameras should be like. It was designed focusing closely on target users. Our teamwork enhanced the design quality, and I'm thrilled that these efforts earned an award.
- Miho Akita
- Initially involved in VAIO accessories and color design work, and now a contributor in Cyber-shot product design and overall Cyber-shot color and material design.
It's a distinct honor not only that we had the opportunity to design the NEX-C3 as we envisioned it but also that this work received such a respected award.
- Hajime Ogura
- After an initial focus on technology, took on design of television and professional equipment. Returning after a stint at a Sony design center in Singapore, contributed in home audio product design. Now involved in design and development of color and materials centered on mobile devices such as digital cameras.
I feel privileged to have contributed to this award-winning project through my work with the camera colors and materials. Adding pink to our color palette invites consumers to shoot more dynamically and have more fun. I'm grateful for the support we received from engineering and other departments. Thank you very much.
- iF Jury Motivation
- A smart little companion that easily fits in your pocket and lies smoothly in the hand. Not only does the design focus on a flat, linear form, but the user's sense of touch was also taken into account.
- Kenzo Nakajima
- Specializes in digital imaging product design in Handycam, Cyber-shot, and a (alpha) product lines.
DSC-TX55 design is the culmination of hard work all around. The camera's extreme slimness and the sophisticated metal fabrication are only two examples. I'm very honored that we received such a respected award for this camera.
- Noriaki Takagi
- Extensive design experience spanning television, Walkman, Cyber-shot, and Handycam projects. Notable past contributions include design work for the KV-21SF1, MZ-E10, NW-MS70D, and DSC-T3. Regular recipient of Japanese and international design awards.
This award recognizes our uncompromising approach in seeking the next phase in the evolution of ever-slimmer compact cameras. I will take this opportunity to thank all of my colleagues in this project.
- Chiya Watanabe
- A member of the communication design team involved in many projects across product categories, including packaging, color and materials, and accessory design for product cases and bags.
In this project, I sought the best coloring to accentuate the contrasting elements that make the camera body memorable-the gentle contours combined with sharp-looking edges. I'm delighted that the hard work of the design team and our engineers was recognized with the award. Thank you very much.
- Yui Yamaoka
- Affiliated with the communication design team and currently specializing in packaging design as well as body color and material design for headphones, cameras, and other products.
This was my very first color and material design project and opportunity to see all stages in production. I'm honored that the camera has received such a respected award. Thank you very much.
- iF Jury Motivation
- This highly complex digital camera by SONY features a perfect modular design. Notwithstanding its complexity, the flexible and compact camera has a clear layout in a somewhat rectangular format. A very appealing product that has earned an iF gold award.
- Shin Miyashita
- Contributed to projects for a broad range of product categories. Excels at design that stands the test of time. Previous projects include the BVW-200 camcorder, HB-101 Hit Bit computer, SL-F1 Betamax portable videotape recorder, and other celebrated products.
I feel quite honored by the award, which recognizes how we took on the new challenge of modular design-an unprecedented approach that makes video cameras more convenient than ever.
- iF Jury Motivation
- An extravagant design with a focus on content - the new S Series tablet by SONY. It imparts a feeling of lightness with simultaneous stability to the user. An excellent combination of characteristics earned this product an iF gold award.
- Yuki Kubota
- Initial design work includes personal video products and devices in the home products category. Currently involved in VAIO design. Member at the U.S.-based Sony Design Center, 2004-2007. BRAVIA projects have earned critical acclaim at Japanese and international design competitions, receiving an iF Gold Award in three consecutive years.
I am privileged to have been among the developers committed to an offset center of gravity, a design detail richly rewarded with this impressive award. I congratulate all who contributed.
Sony Corporation Global Headquarters
