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Keep It Simple: The Early Design Years of Apple, by Hartmut Esslinger
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•The true design story behind the evolution of Apple computers
•An inspiring collaboration of Steve Jobs and author Hartmut Esslinger
•380 illustrations that takes a step by step view of the most famous brand that’s still a dominating force today
Keep it Simple is the authentic story of the collaboration between Steve Jobs and Hartmut Esslinger, which began in 1982. The result of this partnership between entrepreneur and designer was revolutionary, in terms of historic dimensions: Steve Jobs was the first to make strategic design the core of Apple's Business Strategy. From this, Apple grew from a technology focused company into one of the world's most successful, global brands and this was achieved by creating and delivering innovative and intelligent products.
Of course, there are many books about Steve Jobs and Apple. Professionals everywhere want to be like him - or want their company to succeed like Apple - so they compulsively absorb accounts of his work, hoping to find the magic recipe. For those readers this book is a first, because it tells the story of Apple's evolution from the inside and its initial conception, when Steve was first driven by the power of design to establish it as the strategic core of Apple's business model.
This book is also for the millions of Apple users, admirers, fans, and critics who may be curious about the origins of the products and the brand they feel so deeply about.
Here is the story of the most amazing creative journey, which had to overcome tremendous opposition, both inside Apple and across the wider technology industry.
- Sales Rank: #604884 in Books
- Published on: 2014-01-07
- Original language: English
- Number of items: 1
- Dimensions: 10.19" h x .93" w x 8.98" l, .0 pounds
- Binding: Flexibound
- 296 pages
Review
Hartmut Esslinger knows a thing or two about industrial design and what it’s done for Apple. He worked directly with Steve Jobs to establish a “design language” that was used on the Macintosh line of computers for over a decade.
(Christopher Mims Quartz, September 12, 2013)
Keep It Simple is filled with prototypes and drawings in the “Snow White” style, as well as many familiar finished designs... We need to give credit to Mr. Esslinger for being a true visionary.
(John Maeda The Wall Street Journal, December 14, 2013)
About the Author
Hartmut Esslinger is 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 the company in his native Germany, around the guiding principle 'form follows emotion'. His work has defined the modern consumer aesthetic with 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 for Modern Art and the Whitney Museum in New York. He is also Founding Professor of the Hochschule fur Gestaltung, Karlsruhe, Germany, and was Professor for Convergent Design at the University of Applied Arts, Vienna, Austria.
Excerpt. © Reprinted by permission. All rights reserved.
"Nobody can copy the genius of Steve Jobs, but like him we can strive for lifelong learning, respect creativity as an economic and cultural power and be courageous about fundamental change." — Hartmut Esslinger
Most helpful customer reviews
5 of 5 people found the following review helpful.
Recommend!
By J. King
Fans of Apple and it's product designs will treasure this book. Esslinger stakes his rightful claim to his role in Apple's product designs. He details "behind the scenes" relating to his work with Steve and Apple, Inc. His style is matter of fact and creditable. While I read it in one sitting, this book will serve as a history and design reference book I go back to. He included dozens of full and half page photos of prototype designs too.
5 of 5 people found the following review helpful.
Great design history and personal story
By Greg Prichard
Ever since the release of “AppleDesign” in 1997, fans of Apple and industrial design have been clamoring for more. That volume, released just before Apple’s design revolution with the first iMac, gave a tantalizing glimpse behind the scenes of Apple’s industrial design process, including unused concepts, forward-thinking projects (such as iPad-like tablets as envisioned in the early ‘80s), and stories about the people behind the early phases of Apple’s design language.
One of those people was Hartmut Esslinger, principal of frog design and developer of the “Snow White” design language that defined Apple’s products in the mid- to late-‘80s. Esslinger is credited with bringing the simplicity and elegance to European design to the American company, an aesthetic philosophy carried through in its designs to this day. In “Keep it Simple,” Esslinger himself takes one segment of the saga described in AppleDesign and expounds on it in unparalleled detail. The book’s images of “Snow White” concepts (some of which also appeared in AppleDesign) are excellent and revelatory. Some of the products shown in this book never made it past the foam model phase (sometimes a good thing), and others nearly made it to production, including my personal favorite, the “Baby Mac” of 1985. Examples of “Snow White” designs that made it to market are the IIc, IIgs, and Macintosh II. It is a real treat to see so many concepts, the good, bad, and revolutionary, together and in such detail.
What might be most interesting to modern-day readers are the future concepts shown: the flat-screens, thin notebooks, cell phones, and even tablets that Esslinger and his team conceptualized more than a decade before the technology was viable. The “Bashful” concept (one of seven product lines in the “Snow White” system) closely resembles the iPad that came to be a quarter-century later. Near the end of the book Esslinger makes this comparison directly, juxtaposing images of these forward-thinking concepts with Apple’s products of the more recent past, proving that futuristic design exercises of the ‘80s were far from pointless.
While 1997’s AppleDesign was a good general history written by an outsider, Keep it Simple is a combination of Esslinger’s personal reflections (including many involving Steve Jobs) and a visual overview of how a complete design language was developed. It is not without its minor errors (it would have been an early Apple II that Esslinger saw in 1978, not a IIe), but such quibbles are unimportant. A must-buy for anyone interested in the design history of one of the world’s most innovative companies.
1 of 1 people found the following review helpful.
Come for the pictures, stay for the story
By T. G. Cline
The main selling point of this book is the numerous photographs of Frog's design concepts, both in foam core and more detailed plastic models (including the aptly named "MacBook" or what some have called the "iPad //c"). Esslinger details his history with design and Apple in particular, and tells a compelling if necessarily one-sided story of creating some of the most recognized (and could-have-been most recognized) computers in the world.
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