- Tom Hardy (designer)
Infobox_Celebrity
name=Tom Hardy
caption=
image_size=180pxTom Hardy is an American design
strategist (born 1946). He was educated inindustrial design at Auburn University (1964-1970) under Eva Pfeil (German) and Walter Schaer (Swiss), former students at theUlm School of Design in Germany (HfG Ulm: 1953-1968). "Ulm School of Design | HfG Ulm Archive" [http://www.hfg-archiv.ulm.de/english/the_hfg_ulm/] ] Lindinger, H., (1991), "Ulm Design: The Morality of Objects", Cambridge: The MIT Press.] Pfeil and Schaer established their curriculum based on the ′Ulm model′ byMax Bill (Swiss), co-founder of HfG and pupil at theBauhaus (1919-1933) andTomás Maldonado (Argentinian), HfG Rector. Pfeil had also worked in Bill's studio after attending HfG. ["Women at the HfG Ulm" [http://www.frauen-hfg-ulm.de/englisch/frameset_1024.html] ]IBM Design Program and ThinkPad
As corporate head of the
IBM Design Program, [Aldersey-Williams, H., (1992) "World Design: Nationalism and Globalism in Design", New York: Rizzoli.] Tom Hardy directed worldwide identity operations in concert with distinguished designersPaul Rand [Heller, S., (1999) "Paul Rand", London: Phaidon Press, Limited.] andRichard Sapper [Brandes, U., (1993), "Richard Sapper:Tools for Life", Göttingen: Steidl Verlag.] He played a key role in development of the first IBMThinkPad notebook computer (1992) together with a new differentiated product personality strategy which focused on providing more unique character to help revitalize IBM's brand image in the 1990s. [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″ [http://www.petergolden.com/Articles/ThinkPad-1(EB-PAG).htm] , "Electronic Business", January 1999.] Early in his career, Hardy was the industrial designer of the originalIBM Personal Computer introduced in 1981. [Markis S., ″A 25-Year Trip on the Silicon Highway″ [http://www.canada.com/edmontonjournal/news/business/story.html?id=1293af9a-2984-4217-9ba7-76154bbd8be9] , "The Edmonton Journal", August 26, 2006.] [″28th Annual Design Review″, "I.D. Magazine", Designers' Choice: IBM Personal Computer, 1982.]Design Strategist
As an independent consultant, he created Verbal-Visual Framework (VVF) [Verbal-Visual Framework [http://www.verbal-visual.com] ] a
quantitative research methodology which incorporatessemiotics andpredictive analytics . VVF delivers insights as to howbrand intent resonates emotionally with consumers throughdesign in acultural context. Hardy's work includesSamsung Electronics where his comprehensive integration of brand intent anddesign strategy into the corporate infrastructure is cited for elevating the company's global image. [Bremmer, B.; Ihlwan, M., ″Cool Korea″ [http://www.businessweek.com/magazine/content/02_23/b3786002.htm] , " Business Week", June 10, 2002.] [Chung, K.; Hardy, T.; So, S., ″Strategic Realization″ [http://www.dmi.org/dmi/html/publications/journal/fullabstract_d.jsp?itemID=00111HAR65] , "Design Management Journal", Winter 2000. ]Other Influences
During the course of his time at IBM, Hardy crossed paths with
Eliot Noyes ,Edward Tufte ,Ivan Chermayeff ,Saul Bass ,Henry Wolf ,George Nelson andNiels Diffrient . Interaction with these prominent designers, in addition to Rand and Sapper, would have an influence on hisdesign perspective. Likewise, Hardy's insight into thesymbolic structure ofpopular culture was broadened by time spent in London with renowned artistSir Eduardo Paolozzi . In addition to producing ground-breakingenigmatic sculpture that reflected human and social issues, Paolozzi createdcollages as early as 1947 in which magazine ads, comic book figures and variousmass produced graphics were combined as cultural metaphors, thereby anticipating and influencing the 1950sPop Art movement. [Livingstone, M., (1990), "Pop Art: A Continuing History", New York: Harry N. Abrams, Inc.]Sources
Other references
* Nussbaum, B., ″Hot Products: Smart Design is the Common Thread″, "Business Week", June 7, 1993.
* Sakakibara, K., ″IBM ThinkPad 700C Notebook Computer Case", "Centre for Design Management - London Business School", 1994.
* Hardy, T., “Innovation & Chaos”, "Design Management Journal", Summer 1994.
* Nussbaum, B., “The Hungriest Tiger”, "Business Week", June 2, 1997.
* Dell, D.; Purdy, G., (1999) "ThinkPad: A Different Shade of Blue", Indianapolis: Sams/Mcmillan.
* Delaney, M.; Hardy, T.; McFarland, J.; Yoon, G., ″Global Localization″, "Innovation", Summer 2002.
* Edwards, C.; Engardio, P.; Ihlwan, M., "The Samsung Way", "Business Week", June 16, 2003.
* 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.
* Bruce, G., (2006) "Eliot Noyes", London: Phaidon Press Limited.
* Metz, C., ″25 Years of PC Magazine: Year Eleven/1992″, "PC Magazine", May 2, 2007See also
*
ThinkPad
*IBM
*IBM Personal Computer
*IBM 5120
*Paul Rand
*Richard Sapper
*Samsung Electronics
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