Tom Hardy (designer)
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Tom Hardy (born 1946) is an American design strategist and former corporate head of the IBM Design Program.
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[edit] Early life and education
Tom Hardy was educated in industrial design at Auburn University (1964–1970) under Eva Pfeil (German) and Walter Schaer (Swiss), former students at the Ulm School of Design in Germany (Hochschule für Gestaltung - HfG Ulm: 1953-1968).[1][2] Pfeil and Schaer established their curriculum at Auburn in 1961 based on the ′Ulm Model′ and their experiences under Max Bill (Swiss), co-founder of HfG and pupil at the Bauhaus (1919–1933) and Tomás Maldonado (Argentinian), HfG Rector and advocate of systems-thinking.[1][2] Pfeil had also worked in Bill's studio where she collaborated on the classic 1957 Junghans wall clock.[3]A major influence on the Auburn curriculum established by Pfeil and Schaer was the seminal teaching of Horst Rittel, HfG professor (1958-1963), whose courses included design methods, cybernetics, operational analysis and communication theory.[1][2][4]
Hardy's graduate studies at Georgia Institute of Technology's School of History, Technology, and Society (1995-96) focused on broad socio-historical perspectives as sources of analysis emphasizing both change over time and cultural comparisons.
[edit] IBM Design Program and ThinkPad
Early in his career, Hardy was the industrial designer of the original IBM Personal Computer introduced in 1981.[5][6] As corporate head of the IBM Design Program,[7][8] Hardy directed worldwide identity operations in concert with distinguished designers Paul Rand [9] and Richard Sapper [10] He played a key role in development of the first IBM ThinkPad notebook computer (1992) [11][12][13] together with a new differentiated product personality strategy [14][15] which focused on providing more unique character to help revitalize IBM's brand image in the 1990s.[16][17][18]
[edit] Other Influences
During the course of his 22 years at IBM, Hardy crossed paths with Eliot Noyes, Edward Tufte, Ivan Chermayeff, Saul Bass, Henry Wolf, George Nelson and Niels Diffrient.[19][20] Interaction with these prominent designers, in addition to Rand and Sapper, would cultivate his design perspective. Likewise, Hardy's insight into the symbolic structure of popular culture would be broadened by time spent in London with renowned artist Sir Eduardo Paolozzi who was a major influence in the Pop Art movement.[21]
[edit] Design strategist
Later an independent consultant, Hardy created Verbal-Visual Framework (VVF); a brand-design management tool which combines qualitative and quantitative research with semiotics and predictive analytics. VVF delivers insights as to how brand intent resonates emotionally with consumers through design in a cultural context. Hardy's work includes Samsung Electronics [22][23] where his comprehensive integration of brand intent and design strategy into the corporate infrastructure [24][25][26] is cited for elevating the company's global image.[27][28][29]
[edit] Educator
Hardy serves as Adjunct Professor of Design Management at Savannah College of Art and Design (SCAD).[30]
[edit] References
- ^ a b c Ulm School of Design | HfG Ulm Archive
- ^ a b c Lindinger, H., (1991), Ulm Design: The Morality of Objects, Cambridge: The MIT Press.
- ^ Women at the HfG Ulm
- ^ Rith, C and Dubberly, H, 'Why Horst W J Rittel Matters', Design Issues, Vol 23, No 1, pp. 72-91
- ^ Markis S., ″A 25-Year Trip on the Silicon Highway″ [1], The Edmonton Journal, August 26, 2006.
- ^ ″28th Annual Design Review″, I.D. Magazine, Designers' Choice: IBM Personal Computer, 1982.
- ^ Aldersey-Williams, H., (1992) World Design: Nationalism and Globalism in Design, New York: Rizzoli.
- ^ Nussbaum, B., ″Hot Products: Smart Design is the Common Thread″, Business Week, June 7, 1993.
- ^ Heller, S., (1999) Paul Rand, London: Phaidon Press, Limited.
- ^ Brandes, U., (1993), Richard Sapper:Tools for Life, Göttingen: Steidl Verlag.
- ^ Dell, D.; Purdy, G., (1999) ThinkPad: A Different Shade of Blue, Indianapolis: Sams/Mcmillan.
- ^ Metz, C., ″25 Years of PC Magazine: Year Eleven/1992″, PC Magazine, May 2, 2007
- ^ Hamm, Steve, (2008) The Race for Perfect: Inside the Quest to Design the Ultimate Portable Computer, New York: McGraw Hill.
- ^ Hardy, T., “Rebuilding Trust: Design Saves the Brand″, Innovation, Summer 1998.
- ^ Hardy, T., “Innovation & Chaos”, Design Management Journal, Summer 1994.
- ^ Bruce, M.; Jennaker, B., (1998) Management of Strategic Alliances, Sakakibara, K., Chapter 4, New York: John Wiley & Sons.
- ^ Golden, P., ″Big Blue's Big Adventure. Part 1″ [2], Electronic Business, January 1999.
- ^ Sakakibara, K., “IBM ThinkPad 700C Notebook Computer Case″, Centre for Design Management - London Business School, 1994.
- ^ Chermayeff, I; Geismar, T; Geissbuhler, S., (2003) Designing:, New York; Graphis, Inc.
- ^ Bruce, G., (2006) Eliot Noyes, London: Phaidon Press Limited.
- ^ Livingstone, M., (1990), Pop Art: A Continuing History, New York: Harry N. Abrams, Inc.
- ^ Edwards, C.; Engardio, P.; Ihlwan, M., "The Samsung Way", Business Week, June 16, 2003.
- ^ Chung, K.; Freeze, K., “Design Strategy at Samsung Electronics: Becoming a Top-Tier Company″, Design Management Institute Case Study - Harvard Business School Publishing, 2008.
- ^ Delaney, M.; Hardy, T.; McFarland, J.; Yoon, G., ″Global Localization″, Innovation, Summer 2002.
- ^ Krishnan, R.; Kumar, K., ″Capturing Value in Global Markets: The Case of Samsung Electronics″, SCMS Journal of Indian Management - Indian Institute of Management Bangalore, October - December, 2005.
- ^ Buchanan, L., "From Cheap to WOW", Case Study, Thunderbird School of Global Management, 2005.
- ^ Bremmer, B.; Ihlwan, M., ″Cool Korea″ [3], Business Week, June 10, 2002.
- ^ Chung, K.; Hardy, T.; So, S., ″Strategic Realization″ [4], Design Management Journal, Winter 2000.
- ^ Nussbaum, B., “The Hungriest Tiger”, Business Week, June 2, 1997.
- ^ Catalog, Savannah College of Art and Design. Programs of Study: School of Design, Design Management Program: Faculty
[edit] See also
- IBM
- IBM Personal Computer
- IBM 5120
- List of Auburn University people
- Paul Rand
- Richard Sapper
- Samsung Electronics
- School of History, Technology, and Society
- ThinkPad
