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One of the design firms that developed parallel to IDEO is frog design. There are some qualities that these two companies share due to the same time period, similar stories of beginning, same location, similar client base, and similar approach to working relationships within the companies and the clients. Then there are some characteristics that are inherently different because of the difference in design principles and responses to the marketplace.
Both companies had their start in 1969, in Europe. That year, Bill Moggridge of IDEO began Moggridge Associates in London, and Hartmut Esslinger founded Esslinger Design (later frog design) in Germany. Soon thereafter in the beginning of 1980s, both designers moved to California, where computer technologies were rapidly developing, competition was fierce, and designers were in demand. Esslinger's team moved specifically to work on the new design for Apple after Steve Jobs singled him out, impressed by the previous work with German electronics giant Wega (later bought by Sony). Around the same time Steve Jobs approach Hovey-Kelley Design - the firm of another IDEO founder, David Kelley - to design a mouse for Apple's Lisa and Macintosh computers. The new design of Apple IIc by Esslinger was named Time Magazine's design of the Year, and is now showcased in New York's Whitney Museum and MOMA. The design, which combined technology and culture, became the iconic language of Apple. The design of the Apple Mouse by Hovey-Kelley Design was also a success. The firm invented a new technology, which is still in use today, and combined it with extreme attention to the experience of using the mouse - it is unobstrusive and natural. So the founders of both IDEO and frog design share in common these huge early successes designing revolutionary products for Apple.
Until the end of the 1990s both firms were mainly working in the realm of product design. Being situated in the same location, at the same time, and having similar client bases, both firms worked on products from the same industries - computer technologies, transportation, household goods, entertainment systems, medical devices, and furniture among others. But the difference between their design approaches lay in their design priniciples. While IDEO is mainly preoccupied with making things work, with solutions, and not with style - frog design was founded around the guiding principle "form follows emotion". This philosophy placed a product's effect upon it's user on the same level of importance as its functionality. Thus - the products of IDEO and frog design differ in their visual language. IDEO's products are more straightforward, more industrial looking - not hiding their function, which is up front, and without anything extra, but at the same time with extreme attention to the experience of the user. The products of frog design also pay close attention to the experience, but their products have forms that are more fluid, some specifically accentuate the style, and hide many functional features.
Two firms shared the same approach to working relationships. IDEO places high value on each employee at the firm - everyone has an equal voice in discussions, and friendly, fun atmosphere is prevalent at IDEO offices. This approach invloves clients, as well, who participate in the design process. frog design has a similar attitude, and even reflects it in in it's logo - the all lower-case letters reinforce this importance of democratic partnership within the design teams and with clients.
As both IDEO and frog design grew and developed, their responses to the demands of the market led them in different directions. In the beginning of the 2000s IDEO have branched out to include a considerate amount of work in the service design sector, and space design, while frog design turned to brand and interface/website design as a continuation of the industrial design work. While these are different fields, they signify the move of the design profession outside the realm of product design, applying the same design principles to a large array of problems - from experiences to communication.
Apple IIc
Koenig + Neurath "Sigma"
Dell.com
Both companies had their start in 1969, in Europe. That year, Bill Moggridge of IDEO began Moggridge Associates in London, and Hartmut Esslinger founded Esslinger Design (later frog design) in Germany. Soon thereafter in the beginning of 1980s, both designers moved to California, where computer technologies were rapidly developing, competition was fierce, and designers were in demand. Esslinger's team moved specifically to work on the new design for Apple after Steve Jobs singled him out, impressed by the previous work with German electronics giant Wega (later bought by Sony). Around the same time Steve Jobs approach Hovey-Kelley Design - the firm of another IDEO founder, David Kelley - to design a mouse for Apple's Lisa and Macintosh computers. The new design of Apple IIc by Esslinger was named Time Magazine's design of the Year, and is now showcased in New York's Whitney Museum and MOMA. The design, which combined technology and culture, became the iconic language of Apple. The design of the Apple Mouse by Hovey-Kelley Design was also a success. The firm invented a new technology, which is still in use today, and combined it with extreme attention to the experience of using the mouse - it is unobstrusive and natural. So the founders of both IDEO and frog design share in common these huge early successes designing revolutionary products for Apple.
Until the end of the 1990s both firms were mainly working in the realm of product design. Being situated in the same location, at the same time, and having similar client bases, both firms worked on products from the same industries - computer technologies, transportation, household goods, entertainment systems, medical devices, and furniture among others. But the difference between their design approaches lay in their design priniciples. While IDEO is mainly preoccupied with making things work, with solutions, and not with style - frog design was founded around the guiding principle "form follows emotion". This philosophy placed a product's effect upon it's user on the same level of importance as its functionality. Thus - the products of IDEO and frog design differ in their visual language. IDEO's products are more straightforward, more industrial looking - not hiding their function, which is up front, and without anything extra, but at the same time with extreme attention to the experience of the user. The products of frog design also pay close attention to the experience, but their products have forms that are more fluid, some specifically accentuate the style, and hide many functional features.
Two firms shared the same approach to working relationships. IDEO places high value on each employee at the firm - everyone has an equal voice in discussions, and friendly, fun atmosphere is prevalent at IDEO offices. This approach invloves clients, as well, who participate in the design process. frog design has a similar attitude, and even reflects it in in it's logo - the all lower-case letters reinforce this importance of democratic partnership within the design teams and with clients.
As both IDEO and frog design grew and developed, their responses to the demands of the market led them in different directions. In the beginning of the 2000s IDEO have branched out to include a considerate amount of work in the service design sector, and space design, while frog design turned to brand and interface/website design as a continuation of the industrial design work. While these are different fields, they signify the move of the design profession outside the realm of product design, applying the same design principles to a large array of problems - from experiences to communication.
Apple IIc
Koenig + Neurath "Sigma"
Dell.com
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