Prepress
Prestigious iF label for basysPrint UV-Setter series
Friday 12. December 2008 - Achilles wins iF Product Design Award for fifth year in a row
basysPrint, a division of Punch Graphix, and design and consultancy agency Achilles Associates (Achilles) are proud to announce that Achilles has been awarded the fiercely contested iF Product Design Award 2009. Achilles received the honor in the category Industry/Skilled Trades for the design of the housing of the basysPrint Series 400 and 800 UV-Setters. These systems were launched earlier this year at drupa 2008, the world’s largest trade fair for the graphics industry, held every four years.
Around 1025 participants from 39 different countries competed for one of the world’s most prestigious design prizes. An international trade jury assessed no fewer than 2808 designs in 16 categories for design quality, professionalism, material choice and innovation. The jury also looked at environmental impact, functionality, ergonomics, possible applications, safety, brand value and the universal character of the design. Only 802 submissions received awards.
Tested recipe
This is not a first for Achilles and Punch Graphix. Since 2005, Achilles has carried off the award every time. The first time, the winning design was that for the housing of the Xeikon 5000, the digital color printing press from sister division Xeikon which Punch Graphix launched at drupa 2004. This design signaled the start of a radically new styling which has since been applied to all Xeikon machines.
basysPrint develops systems for digital exposure of conventional UV plates which are used in offset printing, so-called platesetters. For the design of the housing of the new Series 400 and 800, 6 machines in total, basysPrint called on Achilles.
“We wanted the same look feel, like a ‘house style’, for all Punch Graphix machines. Achilles had already delivered the goods with the Xeikon line. So it was an obvious choice to go for Achilles in this case too,” explains Bart Wattyn, R Manager at Punch Graphix.
Get the right shot
Koen Elsen, Partner at Achilles, explains how his team went about the project: “It was clear from the briefing that the new design for the basysPrint UV-Setters had to establish a link to that of the Xeikon machines.”
One of the main features of the basysPrint platesetters is their modular concept. Customers can start with a manual version and, as their needs change, move on to a fully automated high-end model.
“We have continued the modular concept both visually and functionally in the housing of each platesetter. The top of each machine is divided according to the various modules, so they are clearly recognizable. We have also used a form and color alphabet which closely follows that of the Xeikon line. By borrowing some typical details, we have created a uniform Punch Graphix look without losing the individuality of basysPrint.”
Mission successful!
The new series is extremely user-friendly. Everything is ergonomically laid out. And it’s not only the function that works.
“As technical designer, in the first place I try and develop a functioning machine, by applying a unilateral technical approach. Industrial designers such as Achilles know how to break through this and look at the design from another angle, or rather from all angles,” explains Bart Wattyn. “They apply a holistic approach and add an extra element to the comparison: design! So you get a design which is not only technically sound but also beautiful. And in our sector, that’s a bonus. People in the graphics industry are naturally conscious of beauty. At shows, you see just what power of attraction our new design exerts. People are literally drawn to the stand!”
Koen Elsen is satisfied: “Once again, it’s an honor and recognition. Our motto is: When Design becomes Strategy! The fact that we succeed in scooping this prize year after year, is confirmation that our approach works.”
As usual, the awards will be presented during the official award ceremony in March, on the first day of the annual ICT show CeBIT in Hannover, Germany. The main prize in each category, the iF Gold Award, is awarded then.