In this paper. design of spoke type BLDC motor which have a characteristics of concentrating fluxes and relatively high reluctance torque among IPM BLDC motors has been researched. To reduce cogging torque and torque ripple. rotor pole shape of optimal design is proposed. To clearly see the effects due to the changed rotor pole shape. magnetic circuit model. 2D FEM and design of experiments (DOE) are used. Then considering these results proper rotor pole shape which have an good effect on air gap flux density and cogging torque. back-emf is designed. Moreover. the validity of proposed model in this paper is also verified by comparison between gained experiment and analysis data.