Thursday, August 20, 2009

A Fine Line: the Founding of frog design

What we see in the world today is already old hat. We have to project ourselves five or ten years into the future and conceptualize designs for that. That's the philosophy of the founder of one of the world's top design firms.

Hartmut Esslinger, (left) the founder of the incredibly influential design firm "frog design", has a book called "A Fine Line: How Design Strategies Are Shaping the Future of Business" (right) in which he tells how he founded "frog" and his philosophy of design. A Fine Line offers a step-by-step overview of the innovation process — from targeting goals to shepherding new products and services to the marketplace — in order to reveal how to arrive at an authentic human design that connects strongly with consumers.

Esslinger believes that if you don't understand business and the whole idea of economics, ecology and sociology you can not be a designer. He is the founder of frog design, inc., a leading global innovation firm, and one of the most respected designers and business consultants in the world.

Esslinger sparked a design revolution when he founded frog design in his native Germany around the guiding principle “form follows emotion.” He has done such revolutionary products as the Apple Macintosh computer, Sony's Trinitron television, Lufthansa's brand and fleet image, Disney's Cruise Lines and Consumer Electronics, and Louis Vuitton's brand aesthetic. His designs are in the Museum of Modern Art and the Whitney Museum in New York.

He is also Founding Professor of the Hochschule für Gestaltung in Karlsruhe, Germany and Professor for Convergent Design at the University of Applied Arts in Vienna, Austria.

Click on the heading above to see a video of Esslinger talking about his book and the philosophy behind frog design.

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