Traces of Chief Design Officers in Design History: The Cases of Olivetti, Braun, and Apple

Abstract

AbstractThis article aims to identify the traits of a Chief Design Officer, with the purpose of fostering a cultural dialogue between design and the corporate environment. In the synergy of such dialogue, it arises from reflections on the evolution of design management between 1950 and 2020 as a strategic resource and the urgency to integrate a Chief Design Officer in the organisational structure of companies.This study is the outcome of an ongoing investigation based on a systemic literature review and case studies that seek to assess the role of design as a strategic, innovative, and competitive asset for businesses. The historical lens of analysis on design management and on designers’ competences allows an evolving observation of the role of design management through the designer, from which three case studies are highlighted: Olivetti, Braun, and Apple. In this historical overview of several industrial sectors, one can find traces of individuals who played a key role in scaling up strategic design within the corporate structure, through their inclusion in top management, namely: Ettore Sottsass, Dieter Rams e Jonathan Ive.The designers that have helped to reshape these companies are undeniable figures in the historical and contemporary landscape of design, and their role in the strategic and cultural construction of companies is indisputable. These are cases that also allow the historical observation of the relevance of a managerial vision, to understand the value and the disruptive factor resulting from the introduction of strategic design models in companies.Finally, this article highlights emerging discourses that combine three different design strengths: strategy, leadership, and top management engagement.KeywordsDesign managementLeadershipChief Design Officer