The best designers of the red dot award: product design 2006: Toshiyuki Okumoto and Yukio Emi

The new Honda Civic enthused the jury of this year´s red dot award: product design even twice: both the exterior form as well as the interior design convinced the international design experts, and therefore the Japanese designers Toshiyuki Okumoto (Exterior Design) and Yukio Emi (Interior Design) both received the highest award: the “red dot: best of the best”. Here you can read what the two designers have to say on the subject “automotive design for the younger generation”:

Toshiyuki Okumoto: “I believe that design can influence people considerably, evoking emotions such as happiness, excitement and thrill. Therefore, I kept working every day, trying to create a new design. For the exterior of the new Civic, I wanted to achieve the feelings of “excitement” and “thrill” and combine them with a “near-future emotional style.” The form of the emotional and dynamic low cabin has a unique presence, suggesting at the same time high performance. To achieve higher distinctiveness and an emotional appeal, I included aspects of Japanese aesthetics in the design: the beauty of “creases” and “twists” generated when wearing a Japanese kimono, the sharp characteristic lines of Japanese sculptures and paintings. By harmonising these Japanese traditional fine arts with the bulky shape of the dynamic forward cabin, the design of the Civic has gained a strong character. In addition, the light assemblies emphasising the Japanese high-tech image and the spoiler integrated into the rear glass contribute to a futuristic appearance. With these design features, the new Civic is well received by many young people in Europe.”

Yukio Emi: “When designing the interior of the Civic, I focussed on creating an environment where the driver can enjoy driving safely – despite an increasing amount of information conveyed via electronic devices, such as the navigation system, the interactive audio system, and hand-free telephones. Therefore, I considered the layout of displays in relation to the line of sight and paid special attention to the positioning of the operational controls. From scratch, I developed optimal layouts that were not ruled by stereotypes. For the new Civic, we have created a “Dual Zone Cockpit” which seems as if dual rings are rippling out, centering the driver and enveloping him. One designated zone is within hand-reach and features controls and displays to enjoy manoeuvring the vehicle. The other zone is marked by the line of sight, providing necessary information. Both cumulate in a dynamic line, expressing the sporty character of the car. The design of the new Civic is without doubt unprecedented and challenging, with its futuristic orientation towards a multi-media society and its emotional body lines which are unique to Japan. I believe that these characteristics of the Civic design have appealed to not only young customers, but also to many cutting-edge people.”

The new Honda Civic: From tradition towards revolution
Design often refers to traditional shapes but can still point a way towards the future. The Japanese kimono is a traditional Japanese garment, which dates back to the Heian period (794-1192); it combines a simple design and sharp lines. These characteristics also apply to a wedge-shaped forward-cabin of the Civic. In combination with the flowing lines typical for the European style, a strong design has evolved. One of the distinctive features of the new Civic is an expressive front with the headlights blending seamlessly with a central glazed panel. As a recurring design motif, the triangular shape of the front fog lamps is repeated by the integrated exhaust tailpipes positioned at either end of the rear bumper. This striking appearance is complemented by an outstanding design of the interior: contrary to the overall trend, the car is smaller and lower than the previous generation, yet offers despite its sporty appearance ample storage room. Flexible rear seat arrangement and a versatile loading space offer a whole range of easy-to-use loading possibilities. In the driver-oriented cockpit, all displays and buttons are rationally placed in two easily visible zones. Important driving information is provided in the upper part of the instrument panel, while secondary information and controls are spaced out around and below this central focus. For Honda, the Civic has always been a model to introduce new technologies into the mass market. This time, its inner qualities are reflected in an overall design that marks a revolution and makes “… all other cars look like they were from the last generation …”.

About Toshiyuki Okumoto and Yukio Emi

Toshiyuki Okumoto was born in the Kyoto Prefecture, Japan in 1969. He graduated from the Kyoto Design Academy and in 1991 joined Honda R&D Co., Ltd., where he is currently working as Assistant Chief Designer. In 2003, he was responsible for the exterior design of the 5th generation “USAccord Coupe” and has also been the Project Leader for the exterior design of the new “Civic.”

Yukio Emi, born in the Fukui Prefecture, Japan, in 1967, graduated from the Tama Art University in Tokyo. In 1990, he joined Honda R&D Co., Ltd., where he is currently working as Assistant Chief Designer. In 2001, he was the Project Leader for the interior design of the “Jazz” and is also responsible for the interior design of the new “Civic.”