F39 Job:09-26878 Title:RP-Brand Bible
#175 Dtp:204 Page:246
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001-320_26878.indd 246 10/7/11 10:23 AM
BRAND BIBLE246
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When we started Smart Design in 1980, we began
with the premise of “designing for people,” which
the general design consultancies at the time were
not practicing. We had a conviction that we needed
to understand not only how a product works but also
how the body works, and how a person interacts both
physically and psychologically with a product. We
had been in business as consultants for ten years, and
we had previously done a lot of work with Corning, so
we knew housewares pretty well
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