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Design work on the PlayStation 4 was geared to reinventing the brand, chief designer Tetsu Summi told PlayStation Blog in a recent interview.

“When we started the product design for PS4, we didn’t start by thinking about what the shape would be It was more about how we were going to create a brand new identity through the product,” Sumii told PlayStation Blog.

According to Summi, early designs—his first concept in particular—were “totally different” than the look of the console that was unveiled E3 2013.

“I just wanted to make a simple object for the living room,” he added. “Sometimes products are a little too exaggerated. It should be simple. That’s my thinking.”

The PlayStation 4 marks Summi’s first console design project. He was previously a part of Sony’s mobile phone division. And though with his fresh perspective came a fresh look for Sony’s fourth home console, there remains a hint of familiarly borrowed from the PS2’s design.

“I think the PlayStation brand image needs to be changed a bit, as it’s a new console, and we have to show what we’re pointing towards for the future,” Summi said. “So I thought it should be one of the most smart, cool, and intelligent products from Sony. Not just from Sony Computer Entertainment, but the company as a whole.

“This should be one of the best, coolest, most sophisticated products we’ve created. That’s what we’re striving for.”

PlayStation 4 Designers Approached Project Looking to ‘Create a Brand New Identity’

By | 10/10/2013 03:34 PM PT

News

 

Design work on the PlayStation 4 was geared to reinventing the brand, chief designer Tetsu Summi told PlayStation Blog in a recent interview.

“When we started the product design for PS4, we didn’t start by thinking about what the shape would be It was more about how we were going to create a brand new identity through the product,” Sumii told PlayStation Blog.

According to Summi, early designs—his first concept in particular—were “totally different” than the look of the console that was unveiled E3 2013.

“I just wanted to make a simple object for the living room,” he added. “Sometimes products are a little too exaggerated. It should be simple. That’s my thinking.”

The PlayStation 4 marks Summi’s first console design project. He was previously a part of Sony’s mobile phone division. And though with his fresh perspective came a fresh look for Sony’s fourth home console, there remains a hint of familiarly borrowed from the PS2’s design.

“I think the PlayStation brand image needs to be changed a bit, as it’s a new console, and we have to show what we’re pointing towards for the future,” Summi said. “So I thought it should be one of the most smart, cool, and intelligent products from Sony. Not just from Sony Computer Entertainment, but the company as a whole.

“This should be one of the best, coolest, most sophisticated products we’ve created. That’s what we’re striving for.”

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