Tom Hardy (designer)

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 identity.[12][13] His leadership contributed to the revitalization of IBM's brand image via differentiated design such as the iconic ThinkPad.[14][15]

Tom Hardy

Early life and education

Hardy's early life was spent in Alabama [16] where he graduated from Hueytown High School in 1964 and pursued his undergraduate education in industrial design at Auburn University (1964–1970) [17] under Eva Pfeil (German) and Walter Schaer (Swiss), former students at the famed Ulm School of Design in Germany.[18][19] During his graduate work in the History and Sociology of Technology and Science at Georgia Institute of Technology (1995-1996), he consulted with Georgia Tech to create CoLab, a unique multi-disciplinary innovation laboratory that integrated engineering, marketing and industrial design for industry-sponsored projects.[20][21]

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 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.

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 Bill Clinton's Roundtable on Design.[46] The purpose of the event was to create ideas on how innovative design can contribute to America's competitiveness, sustainability and inclusiveness.[47] Following the Roundtable on Design, he was selected to testify before the 103rd Congressional Committee on Science, Space and Technology as to the importance of design innovation in commercialization of technologies and U.S. competitiveness.[48] Hardy also participated in another government design initiative in 1993 as Chair of a National Endowment for the Arts' Design Program working group to propose a White House Council on Design.[49] And in 2000 he was appointed to the Presidential Design Awards Jury for Federal Design Achievement in Graphic Design and Industrial/Product Design [50]

Design management and product design

The 2007 anniversary issue of PC Magazine highlighted Hardy's innovative management leadership role in the original IBM ThinkPad development process and deemed him 'Innovator of the Year 1992'.[33] Most recently, two products directly influenced by Hardy during his IBM career were selected in 2016 by Time Magazine as being among "The 50 Most Influential Gadgets of All Time". They are: (#5) the first IBM Personal Computer 5150 and (#21) the iconic IBM ThinkPad 700C. The 50 products were cited by Time as "The tech that forever changed the way we live, work and play".[51]

Awards for Hardy's industrial design of IBM products:[6][7][8][9][10][11][22]

See also

References
  1. "SCAD Design Management Faculty".
  2. Catalog, Savannah College of Art and Design, 2015-2016. Programs of Study: School of Design, Design Management Program: Faculty, pp.100-03
  3. 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
  4. Chung, K.; Hardy, T.; So, S., ″Strategic Realization″ , Design Management Journal, Winter 2000, pp.65-9
  5. Chung, K.; Freeze, K., "Design Strategy at Samsung Electronics: Becoming a Top-Tier Company″, Design Management Institute Case Study - Harvard Business School Publishing, 2008, p.8
  6. 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
  7. Annual Design Review,I.D. Magazine, Product design award: IBM 5230 Data Collection System/Series 1, 1977, p.110
  8. Industrial Design Excellence - Gold IDEA. Industrial Designers Society of America, Product design award: IBM 5120 Computing System, 1980, p.3
  9. 27th Annual Design Review.I.D. Magazine, Product design award: IBM 5120 Computing System/Series 1, 1981, pp.44-5
  10. 29th Annual Design Review.I.D. Magazine, Product design award: IBM System 23-Adjustability Model, 1983, p.37
  11. iF, Die Gute Industrieform. Hannover Messe (Germany), Product design award: IBM System 23-Adjustability Model, 1983, p.98
  12. Nussbaum, B., ″Hot Products: Smart Design is the Common Thread″, Business Week, June 7, 1993, pp.5, 6
  13. Bruce, M.; Jennaker, B., (1998) Management of Strategic Alliances, Sakakibara, K., New York: John Wiley & Sons, Chapter 4.
  14. Hardy, T., "Rebuilding Trust: Design Saves the Brand″, Innovation, Summer 1998, pp.39-43
  15. Sakakibara, K., "IBM ThinkPad 700C Notebook Computer Case″, Centre for Design Management - London Business School, 1994, pp.25-9, 30-9, 40
  16. DesignAlabama: "Design200", 2019
  17. "Student Designers Present New Concepts for Ocean Hardware and Systems", Armco Steel Corporation, Middletown, OH, 1969, pp.7, 8, 11
  18. Lindinger, H., (1991), Ulm Design: The Morality of Objects, Cambridge: The MIT Press, p.133
  19. 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
  20. Bullock, W., (2012) Sustaining Sustainable Design Innovation, IDSA Education Symposium, Boston, p.6
  21. Bullock, W., Reeder, K., Thomas, J., (2014) PIRL: Innovation and Research - Opportunities for Interactive Education , IDSA Education Symposium, Austin, p.7
  22. 28th Annual Design Review, I.D. Magazine, Designers' Choice: IBM Personal Computer, 1982, p.37
  23. Markis S., ″A 25-Year Trip on the Silicon Highway″ , The Edmonton Journal, August 26, 2006.
  24. Atkinson, P, (2013) DELETE: A Design History of Computer Vapourware , London: Bloomsbury Publishing, pp. 62-3, 66-8, 70, 73-4, 76-9, 86-8, 90-1, 138, 140
  25. SCAMP (Special Computer APL Machine Portable), a prototype name for an IBM advanced microcomputer made in 1973
  26. Friedl, Paul J., "SCAMP: The Missing Link in the PCs Past", PC Magazine, PC 2, No. 6, November, 1983, pp.190-7
  27. Aldersey-Williams, H., (1992) World Design: Nationalism and Globalism in Design, New York: Rizzoli, pp.155, 170, 172
  28. Heller, S., (1999) Paul Rand, London: Phaidon Press, Limited, pp.149-50, 158
  29. Brandes, U., (1993), Richard Sapper:Tools for Life, Göttingen: Steidl Verlag, pp.145-6
  30. Olivares, J., (2016) Richard Sapper, London: Phaidon Press, Limited, p.77
  31. Swaby, R., (2011) Behind the Design of the Greatest Windows Laptop EVAHHHHH
  32. 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
  33. Metz, C., ″25 Years of PC Magazine: Year Eleven/1992″, PC Magazine, May 2, 2007, p.48
  34. 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
  35. Golden, P., ″Big Blue's Big Adventure. Part 1″ ,
  36. Hardy, T., "Innovation & Chaos", Design Management Journal, Summer 1994, pp.35-9
  37. Trelstad, J., ″Code Name: Leapfrog″,I.D Magazine, May–June, 1993, pp.70-3
  38. Nussbaum, B., "The Hungriest Tiger", Business Week, June 2, 1997, p.99
  39. Delaney, M.; Hardy, T.; McFarland, J.; Yoon, G., ″Global Localization″, Innovation, Summer 2002, pp.46-9
  40. Bremmer, B.; Ihlwan, M., ″Cool Korea″ , Business Week, June 10, 2002, p.5
  41. 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
  42. Farhoomad, A., Vishwanath, D., "Samsung Electronics: Innovation and Design Strategy", Asia Case Study Research Centre, University of Hong Kong, 2009, pp.6, 16
  43. Bhoir, N, Dutta, S., Kundu, K., Lodh, D., Pramanick, P.,"Samsung Electronics: Success by Design", Kohinoor Business School: Mumbai, 2008, p.5
  44. Annual and Sustainability Report of Porsche AG 2018, p. 64
  45. Steelcase: "How Will Artificial Intelligence Shape Our World?", 2018
  46. Brown, P., "Political Design? Well, Yes.", The New York Times, December 10, 1992.
  47. 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
  48. ″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
  49. "A Proposal for a White House Council on Design: A Strategy to Harness the Power of Design", National Endowment for the Arts Design Program, June 1994, pp.8, 9, 24
  50. "Presidential Design Awards 2000" by General Services Administration and National Endowment for the Arts, Washington, D.C., 2000, p.31
  51. 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″ Time, May 3, 2016.
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