Designers on AXIS cover 

Designers on AXIS cover 4 Sohrab Vossoughi



Photo by Yoshiaki Tsutsui

In AXIS vol. 73 (1998 May/June) we featured product designer and founder of ZIBA Design, Sohrab Vossoughi.

He was born in Teheran, and moved to U.S. where he began to study mechanical engineering. However, he met product design, and changed his direction.

Because of his unique profile, we think that he could understand the meaning of design widely and deeply.

Photo by Yoshiaki Tsutsui

Photo by Yoshiaki Tsutsui

He was one of the pioneers who mentioned about the fusion of design and business in the very early stage.

Here, we pick up some impressive comments from our interview with Mr. Vossoughi.

We call ourselves Creative Visual Thinker. It means that we design experience, not products.

In the final analysis design is not art, it’s the use of the thinking process to solve problems. Taking a hard look at the problem and finding a means to solve itthat’s the essence of design.

One can make any number of beautiful and appealing things, but they have to be right for the company concerned.


Sohrab Vossoughi was born in Teheran, Iran in 1956. Moved to the U.S. in 1971 and obtained U.S. citizenship. He entered San Jose State University with an intent to study mechanical engineering but later encountered industrial design and changed his direction. After graduating the university in 1979, he joined Hewlett-Packard, took charge of industrial design and ergonomics.. He started design consulting for newly established enterprises in Portland, Oregon in 1982. Then in 1984, he established ZIBA Design. He has received many awards including the Best Design Awards from Industrial Design Society of America (IDSA) and Business Week 

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