Jump to ContentJump to Main Navigation
The InterfaceIBM and the Transformation of Corporate Design, 1945-1976$
Users without a subscription are not able to see the full content.

John Harwood

Print publication date: 2011

Print ISBN-13: 9780816670390

Published to Minnesota Scholarship Online: August 2015

DOI: 10.5749/minnesota/9780816670390.001.0001

Show Summary Details
Page of

PRINTED FROM MINNESOTA SCHOLARSHIP ONLINE (www.minnesota.universitypressscholarship.com). (c) Copyright University of Minnesota Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in MNSO for personal use.date: 29 June 2022

Naturalizing the Computer: IBM Spectacles

Naturalizing the Computer: IBM Spectacles

(p.160) (p.161) Chapter Four Naturalizing the Computer: IBM Spectacles
The Interface

John Harwood

University of Minnesota Press

This chapter illustrates how Noyes presented IBM’s corporate identity as an organization available to a broader public by placing its products and activities in an exclusive yet visually accessible space. Noyes, together with Charles Eames and George Nelson, set out to address the problem of designing the interface between the company’s architectural presence and the consumers of its products and services. The chapter also examines the tools used by IBM to communicate the message of the undisputed technological, economic, social, and moral advantages of the computer. It shows how IBM required the help of architects, industrial engineers, and graphic artists to solve the issue of producing a mass market for computers.

Keywords:   IBM, Eliot Noyes, corporate identity, Charles Eames, George Nelson, computer, interface

Minnesota Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs, and if you can't find the answer there, please contact us.