This paper introduces the design rules and guidelines of a novel twelve-phase 24-stator-slot/22-rotor-pole flux-switching permanent magnet (FSPM) machine, with particular consideration on the differences between designing a generator and a motor. The topology and winding layout are firstly determined in accordance with specific wind power generation applications. In optimization process, more attention has been paid to the static characteristics, which directly determine the performance of the wind power generator, e.g., the quality of phase electro-motive-force (EMF), cogging torque, and the inherent voltage regulation. The optimized electromagnetic performances and output characteristics, such as no-load EMF and rated output voltage waveform, winding inductance, cogging torque, static torque, output power and efficiency are predicted by 2-D finite-element analysis (FEA).