Naturalizing the Computer: IBM Spectacles
Naturalizing the Computer: IBM Spectacles
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
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