Tom Hardy (designer)
Tom Hardy | |
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Alma mater | |
Occupation | Designer, university teacher |
Employer | |
Tom Hardy (born 1946) is an American design strategist and Professor of Design Management at Savannah College of Art and Design (SCAD).[1][2] As corporate design advisor to Samsung Electronics (1996-2003) Hardy was instrumental in transforming their brand image from follower to innovation leader by creating a new brand-design ethos: "Balance of Reason & Feeling", and building significant global brand equity through judicious use of design strategy and management.[3][4][5] While at IBM (1970-1992), he was an award-winning industrial designer [6][7][8][9][10][11] and later served as corporate head of the IBM Design Program responsible for worldwide brand-design identity.[12][13] His leadership contributed to the revitalization of IBM's brand image via differentiated design such as the iconic ThinkPad.[14][15]
Early life and education
Hardy's early life was spent in Alabama
Career
IBM
Early in his career, Hardy was the industrial designer of numerous award-winning IBM products,[6][7][8][9][10][11] including the original IBM Personal Computer introduced in 1981.[22][23][24] During the 1970s, he also designed advanced industrial design concepts for 'single user computers' during the infancy of personal computing.[24] His work included a human-centered design model in 1973 [24] to complement the IBM engineering prototype of SCAMP [25] dubbed by PC Magazine as "the world's first personal computer".[26] Examples of Hardy's advanced PC concepts are published in the book: DELETE: A Design History of Computer Vapourware[24]
As corporate head of the IBM Design Program,[27][12] Hardy directed worldwide brand-design identity operations in concert with preeminent designers Paul Rand[28] and Richard Sapper.[29][30] His design leadership accomplishments have been cited in notable publications, including a London Business School Case Study that documented Hardy's role in development of the first IBM ThinkPad notebook computer (1992) [31][15][32][33][34][13][35] together with a new differentiated product personality strategy. This work focused on providing more innovative character to help revitalize IBM's brand image in the 1990s.[15][13][35][14][36][37]
Design strategist
Later an independent consultant, Hardy's work with Samsung Electronics (1996-2003) [3][4] involved creating a strategic brand-design approach of duality: "Balance of Reason and Feeling", while integrating a comprehensive design management system and innovation strategy into the corporate culture.[38][39] His introduction of brand-design infrastructure elements that were definable, repeatable, measurable, scalable and actionable has been cited in business publications as strategic assets that resulted in a unique identity for Samsung and helped elevate the company's global brand image and brand equity value.[38][40][41][5][42][43] Another consulting example is Hardy's work with Ford (2005) where he conducted verbal-visual perception research with target customers as a framework for design of their first crossover vehicle, the 2007 Ford Edge.
Hardy's diverse consulting project experience includes: Chick-fil-A, Coca-Cola, Ford, Home Depot, J.P. Morgan, Lenovo, Lowe's, Maytag, Merck, McDonald's, Microsoft, NEA, Polaroid, Porsche, Procter & Gamble, Samsung, Steelcase, Tupperware, Turkcell, Verizon and Xerox PARC.[citation needed]
Educator
Hardy currently serves as Professor of Design Management and Graduate Coordinator at Savannah College of Art and Design (SCAD).,[1][2] and has conducted corporate education workshops on innovative Design thinking and Scenario planning for companies such as Porsche[44] and Steelcase.[45]
Contributions and recognition
Government
In 1992, Hardy was invited by the U.S. Presidential transition team to participate as a member of President
Design management and product design
The 2007 anniversary issue of
Awards for Hardy's industrial design of IBM products:[6][7][8][9][10][11][22]
- Industrial Designers Society of America Gold IDEA - 1980
- The Premio Smau Award - 1977 (Italy)
- iF Product Design Award - 1983 (Germany)
- I.D. MagazineAnnual Design Review Awards - 1977, 1981, 1982, 1983.
See also
- Design Management
- Design Strategy
- IBM
- IBM Personal Computer
- IBM 5120
- Notable Auburn University Alumnus
- Notable Savannah College of Art and Design Faculty
- Paul Rand
- Richard Sapper
- Samsung Electronics
- ThinkPad
References
- ^ a b "SCAD Design Management Faculty".
- ^ a b Catalog, Savannah College of Art and Design, 2015-2016. Programs of Study: School of Design, Design Management Program: Faculty, pp.100-03
- ^ a b Cain, G, (2020) Samsung Rising: The Inside Story of the South Korean Giant That Set Out to Beat Apple and Conquer Tech, New York: Currency, pp.113-116
- ^ a b Chung, K.; Hardy, T.; So, S., ″Strategic Realization″ [1], Design Management Journal, Winter 2000, pp.65-9
- ^ a b Chung, K.; Freeze, K., "Design Strategy at Samsung Electronics: Becoming a Top-Tier Company″, [2]Design Management Institute Case Study - Harvard Business School Publishing, 2008, p.8
- ^ a b c International Information Technology Exhibition: SMAU, (Italy) Industrial Design Award: IBM 5230 Data Collection System/Series 1, 1977. Pizzi, M., Grilli, N., (1998) Thirty Years of SMAU Industrial Design Award, Milano: Amilcare Pizziart grafiche S.p.A., p.28
- ^ a b c Annual Design Review,I.D. Magazine, Product design award: IBM 5230 Data Collection System/Series 1, 1977, p.110
- ^ a b c Industrial Design Excellence - Gold IDEA. Industrial Designers Society of America, Product design award: IBM 5120 Computing System, 1980, p.3
- ^ a b c 27th Annual Design Review.I.D. Magazine, Product design award: IBM 5120 Computing System/Series 1, 1981, pp.44-5
- ^ a b c 29th Annual Design Review.I.D. Magazine, Product design award: IBM System 23-Adjustability Model, 1983, p.37
- ^ a b c iF, Die Gute Industrieform. Hannover Messe (Germany), Product design award: IBM System 23-Adjustability Model, 1983, p.98
- ^ a b Nussbaum, B., ″Hot Products: Smart Design is the Common Thread″, [3]Business Week, June 7, 1993, pp.5, 6
- ^ a b c Bruce, M.; Jennaker, B., (1998) Management of Strategic Alliances, Sakakibara, K., New York: John Wiley & Sons, Chapter 4.
- ^ a b Hardy, T., "Rebuilding Trust: Design Saves the Brand″, [4]Innovation, Summer 1998, pp.39-43
- ^ a b c Sakakibara, K., "IBM ThinkPad 700C Notebook Computer Case″, Centre for Design Management - London Business School, 1994, pp.25-9, 30-9, 40
- ^ DesignAlabama: "Design200", 2019
- ^ "Student Designers Present New Concepts for Ocean Hardware and Systems", Armco Steel Corporation, Middletown, OH, 1969, pp.7, 8, 11
- ^ Lindinger, H., (1991), Ulm Design: The Morality of Objects, Cambridge: The MIT Press, p.133
- ^ Spitz, R. (2002) The Ulm School of Design: A View Behind the Foreground, Fellbach: Edition Axel Menges, pp.140, 146, 201, 207, 211-12, 431-2, 438, 441, 453
- ^ Bullock, W., (2012) Sustaining Sustainable Design Innovation, IDSA Education Symposium, Boston, p.6
- ^ Bullock, W., Reeder, K., Thomas, J., (2014) PIRL: Innovation and Research - Opportunities for Interactive Education , IDSA Education Symposium, Austin, p.7
- ^ a b 28th Annual Design Review, I.D. Magazine, Designers' Choice: IBM Personal Computer, 1982, p.37
- ^ Markis S., ″A 25-Year Trip on the Silicon Highway″ [5], The Edmonton Journal, August 26, 2006.
- ^ a b c d Atkinson, P, (2013) DELETE: A Design History of Computer Vapourware[6] [7], London: Bloomsbury Publishing, pp. 62-3, 66-8, 70, 73-4, 76-9, 86-8, 90-1, 138, 140
- ^ SCAMP (Special Computer APL Machine Portable), a prototype name for an IBM advanced microcomputer made in 1973 [8]
- ^ Friedl, Paul J., "SCAMP: The Missing Link in the PCs Past", PC Magazine, PC 2, No. 6, November, 1983, pp.190-7
- ^ Aldersey-Williams, H., (1992) World Design: Nationalism and Globalism in Design, New York: Rizzoli, pp.155, 170, 172
- ^ Heller, S., (1999) Paul Rand, London: Phaidon Press, Limited, pp.149-50, 158
- ^ Brandes, U., (1993), Richard Sapper:Tools for Life, Göttingen: Steidl Verlag, pp.145-6
- ^ Olivares, J., (2016) Richard Sapper, London: Phaidon Press, Limited, p.77
- ^ Swaby, R., (2011) Behind the Design of the Greatest Windows Laptop EVAHHHHH[9]
- ^ Dell, D.; Purdy, G., (1999) ThinkPad: A Different Shade of Blue, Indianapolis: Sams/Mcmillan, pp.10, 80-1, 125, 171-5, 180-2, 187, 457, 469, 496
- ^ a b Metz, C., ″25 Years of PC Magazine: Year Eleven/1992″, [10]PC Magazine, May 2, 2007, p.48
- ^ Hamm, S., (2008) The Race for Perfect: Inside the Quest to Design the Ultimate Portable Computer, New York: McGraw Hill, pp.73-4, 77, 81, 99
- ^ a b Golden, P., ″Big Blue's Big Adventure. Part 1″ [11],
- ^ Hardy, T., "Innovation & Chaos", [12]Design Management Journal, Summer 1994, pp.35-9
- ^ Trelstad, J., ″Code Name: Leapfrog″,I.D Magazine, May–June, 1993, pp.70-3
- ^ a b Nussbaum, B., "The Hungriest Tiger", Business Week, June 2, 1997, p.99
- ^ Delaney, M.; Hardy, T.; McFarland, J.; Yoon, G., ″Global Localization″, Innovation, Summer 2002, pp.46-9
- ^ Bremmer, B.; Ihlwan, M., ″Cool Korea″ [13], Business Week, June 10, 2002, p.5
- ^ 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, pp.67-8
- ^ Farhoomad, A., Vishwanath, D., "Samsung Electronics: Innovation and Design Strategy", Asia Case Study Research Centre, University of Hong Kong, 2009, pp.6, 16
- ^ Bhoir, N, Dutta, S., Kundu, K., Lodh, D., Pramanick, P.,"Samsung Electronics: Success by Design", Kohinoor Business School: Mumbai, 2008, p.5
- ^ Annual and Sustainability Report of Porsche AG 2018, p. 64
- ^ Steelcase: "How Will Artificial Intelligence Shape Our World?", 2018
- ^ Brown, P., "Political Design? Well, Yes.", [14] The New York Times, December 10, 1992.
- ^ Perlman, C.; Sorkin, M.; Woodward, S., ″Dear Mr. President: Answering Clinton's Call for a Design Strategy in America″, I.D. Magazine, March - April, 1993, p.2
- ^ ″Establishment of a Design Council in the Department of Commerce″, Hearing Before the Committee on Science, Space and Technology, U.S House of Representatives: 103rd Congress, Second Session. June 21, 1994, pp.184-8
- ^ "A Proposal for a White House Council on Design: A Strategy to Harness the Power of Design", [15] National Endowment for the Arts Design Program, June 1994, pp.8, 9, 24
- ^ "Presidential Design Awards 2000" [16] by General Services Administration and National Endowment for the Arts, Washington, D.C., 2000, p.31
- ^ Eadicicco, L, Fitzpatrick, A., Howorth, C., Luckerson, V., Peckham, M., Pullen, J. P., Raab, J., Vella. M. ″The 50 Most Influential Gadgets of All Time″ [17]Time, May 3, 2016.