The 1979 Palo Alto telephone directory lists exactly 9 “design” firms-squeezed between “detective agencies” and “diaper services.” Today there are, arguably, more designers working in the San Francisco Bay Area than anywhere else in the world. This chapter traces the further evolution of professional practice, but also the formation of a professional design community and the “sea change” that resulted in, literally, the fusion of European design and American engineering. By the mid-1970s a small but growing number of technology companies had created internal design groups, several independent consultancies had been formed, and this nascent community had begun to contribute a distinctive voice to the national professional societies. The passage of computing out of the laboratory and into the office, the classroom, and ultimately the home, proved to be the decisive catalyst.
Keywords: IDSA (Industrial Design Society of America), Bill Moggridge (I.D. Two), Homebrew Computing Club, Apple Computer, Steve Jobs, Snow White competition, Hovey-Kelley Design, HartmutEsslinger (frogdesign)
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