For this graduation project the assignment was given to design of a new concept for rear lighting for bicycles of Koga. This thesis describes both the process as the design itself, to give the reader the important insights gained at the process of this graduation project or just a quick but detailed look at the final design. Process The strategy used for the process is an approach based on common design methodology such as the ‘Delft’s Innovation Model’ as teached at the faculty of Industrial Design in Delft. These methods have proved to be very efficient to come up with new designs. Divergation and convergation in each phase creates efficient progress in the design process. The Analysis exists out of three main sections, an internal research, an external research and an synthesis of all the results. In the Internal Research, all the aspects concerning the company itself and where it stands for are researched, in order to obtain a clear view on the company related to the assignment, and conclude helpful directions for the design process. Koga has a healthy history, with strong core values. They want to broaden the targetgroup including more younger people as well, instead of having mainly elderly users for their most sold segments. Product portfolio and current rear lights leave many possibilties for improvement of the lighting, with possible collaborations with several manufacturers. The External Research consists of all the useful aspects related to the assignment that are not directly connected to the company. Together with an Internal Research it can provide a complete overview of aspects, leading ultimately to a logical design direction. The bicycle lighting industry shows gradual developments over the years, main priority stays the safety aspect. The most promising new technologies include light guides which can be used in combination with LEDs. New concepts show innovative positioning and new assistive features. In the synthesis all the previous parts and their conclusions are regarded to conclude a logical and promising design recommendation. This part contains the summarizing of the important and apparent parts of all the subconclusions in the internal and external research. Next to that, an overview is given of a possibility for the expected steps that will happen in the bicycle lighting industry. With the insights together with the projection a clear reasoning will be apparent for the design recommendation. With the design recommendation, a list of specific product demands and wishes can be described that belong to this direction. The synthesis is the means to fluently slide the Analysis phase over into the Idea generation phase. It resulted in a four-point design direction, that reflects on each aspect related to rear lighting. “Create an unique Light Design on base of the use of LEDs, optic Lightguides, and the hub dynamo wiring system. Reach innovation and distinguishment by positioning, form and the possible containment of adaptive and assistive, but functional features.” Within the concept phase three sections are made, the ideation part, the conceptualization part and the concept choice. In the ideation part word brainstorming and topic sketches were used to come to new ideas. It was then decided to use hierarchy, positioning, functions and light design as subjects to divide the main design direction in a subpart with each a clear outcome. This outcome meant for the hierarchy a visual integration, on carrier or fender position. To come to innovative function a tool was created to overview all possible new innovations regarding to rear light design. The best new function that fits that demands and wishes was selected, this is the new innovative function positionlight. With the section light design the latest technologies in light were used to select the use of light guide coupling in a 3D light line element. With this outcome of ideation, the 6 concepts were created. Each was built up from parts that were selected in the previous phase. With an official presentation to Koga, the direction for the Shoulder position on the carrier, with a reversed spoiler shape light line and the positionlight function was selected to continue with. The development phase then continued with the design optimalization. A working prototype proved the realization of the design was possible. The user testing proved that the added function of the positionlight has actual value, for brandrecognition as well as added safety. The position and direction of the cycler with positionlight are more clear to other traffic than without. A final evaluation to the process and the final design took place to take another look at the made the decision, concluding with a satisfying result. Design A design pitch including the details, assembly, cost estimation and final recommendations describes all of the named topics briefly, to give the reader the deep insights and details laying behind the design, and creating the needed overview for one’s interest. The design sketch on the front page partly shows the final design including the light functions.