PS4 sets out to 'change PlayStation brand image', says designer

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Sony's new console will usher in not just a new generation but a change of brand image for PlayStation, says PS4's head designer Tetsu Sumii.

PS4 ditches the curvaceous lines of the PS3 for a more straight-edge look with sharp edges - somewhat like the PS2.

Nintendo, with its latest console Wii U, chose to stick closely to the design and branding style of its previous machine, in an effort to maximise the Wii U's appeal to the enormous Wii user base. But Sony aims to take the opposite approach.

Sumii, who serves as the chief designer of Sony's UX Platform Design Group and lead the design of PS4, thinks the "PlayStation brand image needs to be changed" to mark the start of the next gen.

"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 new brand identity through the product," he told the PS Blog.

"I just wanted to make a simple object for the living room. Sometimes products are a little too exaggerated. It should be simple. That's my thinking.

"I think the PlayStation brand image needs to be changed a little bit, as it's a new console, and we have to show what we're pointing towards for the future. 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.

Sony has confirmed a PS4 launch date of November 15 in US and November 29 in Europe and Latin America.

Posted:
Related Forum: PlayStation Forum

Source: http://www.computerandvideogames.com/433377/ps4-sets-out-to-change-playstation-brand-image-says-designer/

Comments

"PS4 sets out to 'change PlayStation brand image', says designer" :: Login/Create an Account :: 69 comments

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RanoPosted:

Xbox One is too hyped up I feel

PlusnetPosted:

Neuro
Pedroia I'm still going to go with the XBox One because I'm use to the controls.


I'm getting both, but I like the Xbox controllers more


I agree with you. I prefer the Xbox controller.

PlusnetPosted:

LaserShow I'm still going to go with the XBox One because I'm use to the controls.


I will probably end up going with both.

OrthoPosted:

It could, but it's going to be late on many things like the ps3

PlusnetPosted:

Gmlukens I thought that it had a pretty good image already...


So did I. I guess they don't think so.

TywinPosted:

I could see why they would want to do this and it seems they already have after the announcement of the PS4. Even the Xbox fanboys were talking about how the PS4 was going to be better.

TywinPosted:

-Hardwell Well ok that isn't really big news just that it's a different image :/ x


I think you're taking "a new image" as a literal term. They mean to change what you think of when the word "sony" gets said.

NeuroPosted:

-Hardwell Well ok that isn't really big news just that it's a different image :/ x


It is if you know the market, which you don't(most likely)

NeuroPosted:

Pedroia I'm still going to go with the XBox One because I'm use to the controls.


I'm getting both, but I like the Xbox controllers more

BRSPosted:

I'm still going to go with the XBox One because I'm use to the controls.