Sony's Design team

Sony has always been at the forefront of design and became one of the first companies to create an in-house creative studio. Since its inception in 1961, Sony has forged its reputation for having a leading and award-winning global design team.
Today the team's contribution has expanded to cover a broad range of the Sony Group's design and branding activities; from product/service designs to entertainment finance and other business areas.
We continuously explore the possibilities of design, working with people around the world to realize richer experiences and more comfortable lifestyles – whilst creating 'new standards' of value through the fusion of creativity and technology.

From purely product design to a wide range of design activities, including user experience, communication, entertainment and more, Sony's design team continuously explore the possibilities of design, working with people around the world to realize richer experiences and more comfortable lifestyles.
In this video, we introduce some of the projects our designers are involved in on a daily basis, along with background music composed by our sound designer.

We design communication that shapes brands. Here are some of our projects.

INZONE : Communication design for INZONE, a gaming gear brand for everyone who loves gaming, from home gaming machines to gaming PCs and e-sports.
Torchlight : Communication design for Torchlight, Sony Pictures Entertainment's groundbreaking advanced visualization facility for creativity.
AITRIOS : Communication design for AITRIOS, an edge AI sensing platform that revolutionizes the way we use IoT devices.
misho : Communication design for "Kawachi Bunkan (misho)," a citrus fruit produced in the southern part of Japan.
Sony Music Publishing : Communication design for Sony Group's music publishing business.
Sony's Motion Logo : The logotype used in audio visuals, such as at the end of a TV commercial, opening of a film, and promotional videos on social media. We designed a motion logo that harmonizes with the diverse video content of the entire group companies in infinite variations.
aibo : Communication Design for the Entertainment Robot "aibo."
Sony's People Philosophy : Design and visualization of Sony's human resources' philosophy "Special You, Diverse Sony.
Sense the Wonder : Communication design of the corporate slogan "Sense the Wonder" for Sony Semiconductor Solutions Inc.
Corporate Strategy Meeting : Produced the tone and matter of the meeting and created the visuals.
Sony Bank WALLET : Design of the Sony Bank Inc.'s debit card.
CES : Space design of the Sony booth at the CES^® electronics trade show in Las Vegas, Nevada, USA.
Original Blended Material : Design of packages utilizing "Original Blended Material," a paper material that Sony developed with the aim of achieving real, effective material circulation in its product packaging.

We design innovative products to enrich lives. Here are some of our projects.

BRAVIA X95L : Product design of 4K LCD TV that delivers a picture with wide dynamic contrast and natural colors, replicating how we see the real world.
Spatial Reality Display : Product design of a display device that allows you to view 3DCG with a sense of realism without the need for special glasses.
LinkBuds : Product design of wireless headphones featuring a newly developed open ring driver that does not cover the ear canals, link the sounds in online and offline worlds to propose a style of wearing headphones at all times.
HT-AX7 : Product design of a wireless portable theatre system that lets you create immersive, spatial sound wherever and however you want.
FX3 : Product design of an interchangeable lens digital camera that gives creators what they need to satisfy their creative urge to shoot authentic cinema-quality pictures with more freedom.
VlogCam : Product design for a series of cameras specializing in video recording such as Vlogs.
PlayStation^®5 : Product design for a videogame console developed for video game fans around the world to experience a whole new generation of incredible gameplay.
Access^™ controller : Product design of a highly customizable PlayStation^®5 controller kit designed to make gaming more accessible.
VISION-S Prototype : Product design of a concept car that pursues new excitement in mobility, from safety and security to comfort and entertainment.
poiq : Product design of an entertainment robot that grows through interaction with the user.
Xperia1V : Product design of a smartphone that can capture impressive portraits as intended, day or night, even in video.

We design seamless UI/UX for meaningful interactions. Here are some of our projects.

mocopi : UI/UX design for mobile motion capture for VR and 3D content creation.
Creators Cloud : UI/UX design for a platform supporting creative work from shooting to production.
C-SAAF Remote : UI/UX design for a web-based consulting system developed by Sony Life Insurance Co, Ltd. which allows for a complete range of services from consulting to various contractual procedures.
FlowMachines : UI/UX design for an AI-assisted music-production project at Sony Computer Science Laboratories Inc. (Sony CSL), aiming to expand the creativity of creators in music.
STAR SPHERE : UI/UX design for a service that allows users to operate a photography simulator from a smartphone or PC via a web application to take photos of space and Earth from a satellite camera in space.
XR Catch : UI/UX design for a catch ball that relies on sound to exchange virtual balls - born from the voices of a lead user with visual impairments.
S.RIDE : UI/UX design for a service platform leveraging Sony’s AI and IT technologies with the aim of delivering safe and comfortable mobility experience.
Social Entertainment Space : UI/UX design experiment to develop attractive content and a new fan community that brings fans around the world closer to the team by integrating real-world and virtual spaces.
Rehab/Well-being Gamification : UI/UX design of a rehabilitation game that incorporates gamification to make rehabilitation fun and motivate people to continue.
Vision-S Prototype : UI/UX design for a next-generation EV initiative that pursues new excitement in mobility, starting from safety and security, and encompassing comfort and entertainment.

We design experiences beyond your imagination. Here are some of our projects.

One Day, 2050/ Sci-Fi Prototyping exhibition : The exhibition showed "Tokyo in 2050" which Sony designers used Sci-Fi prototyping to depict in collaboration with science fiction writers.
INTO SIGHT exhibition : Experimental exhibition of a new media platform that fuses the real and virtual worlds, exhibited at the "London Design Festival 2022" and the "Sapporo International Art Festival 2024.
Ginza Sony Park : An "experimental ever-changing park experience in the heart of the metropolis" opened for a limited time during the demolition of the Sony Building in Ginza, Tokyo. The park has hosted various unique and playful programs that can only be experienced in real settings, as well as Park Live events that stage chance encounters with music.
Nature Resonance exhibition : An exhibition at "Design Shenzhen 2023" that tells the story of the interdependence between humans & nature, and the unseen transformation and circulation of energy between us.
Material Matters exhibition : An exhibition of the latest Color Material and Finish (CMF) themes, predicted from the results of global trend research and derived from designers' perspectives. Samples of objects, movies, and user interfaces that reflect these themes were exhibited.

We will continue to explore all the limitless possibilities of design and work to create new value standards with people across the globe.

Finally, the video ends with the Sony’s Motion Logo.

Sony Design Philosophy

The Sony Design Philosophy is to "Create New Standards". Through the power of design, we envision new paradigms, give meaning to ideas, and engage globally — a process that resonates with a diversity of values, bringing new standards into being. Through the power of design, we envision new paradigms, give meaning to ideas, and engage globally — a process that resonates with a diversity of values, bringing new standards into being. As we continue to explore the limitless possibilities of design, we will work to create new value standards with people across the globe.

more about Sony design philosophy

The Team

Members with diverse expertise and nationalities work together to engage in a variety of design activities, such as product and service development, design R&D and trend research. Taking advantage of our offices around the world, we are involved in a diverse range of endeavors.

About

About

Sony's Design team

Sony Design Philosophy

The Team