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The Role of Design Within IBM: Its History,
Culture, Values, and Current Day Success
Lee Green, Director, Corporate
Identity & Design, IBM Corporation
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| Lee Green |
In the mid-1950's IBM CEO, Thomas Watson Jr. launched the IBM Design
Program, retaining Elliott Noyes, as IBM's design consultant for
product and architecture. Noyes subsequently brought in Paul Rand,
for graphic and Charles Eames for exhibit, film and architecture.
Watson became a powerful advocate for the value of design, not just
within IBM but also for all companies. In his now famous 1966, "Tiffany"
lecture at the Wharton School, Watson declared, "Good Design
is Good Business." These words have echoed for years as a proclamation
of design value. Lee Green, Worldwide Director of Corporate Design
for IBM for over the past 11 years, has strived to help IBM regain
the design leadership luster it once had under Watson and his prestigious
team. He will take us through IBM's fascinating design history and
related anecdotes to tell the story of IBM’s past, present
and future
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