Big Blue
The expected but still untimely passing of Steve Jobs has led to many observations about his national influence on design. But Apple was not the first American high-tech corporation to emphasize design. That distinction properly belongs to IBM. In 1956, Thomas J. Watson, the company’s founder, hired Eliot Noyes, an architect, to oversee IBM’s design initiatives. Thanks to Noyes, designers such as Charles Eames and Paul Rand (who was responsible for the IBM logo) came on board, and architects such as Marcel Breuer and Eero Saarinen were commissioned to design IBM buildings (Jobs commissioned Peter Bohlin to design the distinctive line of Apple stores as well as a headquarters for Pixar,