Gruye-Vogt Organization

The Gruye-Vogt Organization (originally Gruyé-Vogt-Opperman Inc., and throughout its history most often known as GVO) was a design consultancy founded in 1966 by industrial designers Dale W. Gruyé and Noland E. Vogt together with graphic designer George Opperman, in Palo Alto, California, the heart of Silicon Valley.[1]

Gruye had been an industrial design engineer at Hewlett-Packard,[2] and Vogt had worked at General Electric and then Ampex;[3] they were joined by Opperman in founding a firm that combined graphic design, marketing, advertising, and industrial design services, an unusual combination at the time. GVO was one of the first firms to integrate design with research based on human factors and ethnographic methods for technology companies in Silicon Valley.[4]

GVO conducted projects for clients including Syntex, Johnson Controls, GRiD Systems Corporation,[5] Huggies,[6] and Canon.[7]

Opperman left GVO in 1971 to found his own firm, Opperman-Harrington Inc. (this prompted GVO to restyle itself as the Gruye-Vogt Organization, and to keep the same abbreviation), and would go on to design the iconic logo for Atari;[8][9][10] Gruye left the firm in 1984 to found his own, Gruye Associates. GVO eventually went bankrupt in the midst of the dotcom crash, and closed in September 2001.

ReferencesEdit

  1. ^ Katz, Barry (September 4, 2015). Make It New A History of Silicon Valley Design. MIT Press. ISBN 9780262029636.
  2. ^ "Obituary: Dale W. Gruye". The Almanac. 9 August 2000.
  3. ^ "Profile: Noland E Vogt, FIDSA". Industrial Designers Society of America.
  4. ^ Wasson, Christina (2000). "Ethnography in the Field of Design". Human Organization. 59 (4): 377–88.
  5. ^ "DigiBarn Systems: GRiD 1450sx notebook".
  6. ^ "STORYTELLING: A NEW WAY TO GET CLOSE TO YOUR CUSTOMER SURVEYS AND FOCUS GROUPS CAN TAKE YOU ONLY SO FAR. IF YOU HOPE TO UNDERSTAND WHAT DRIVES CONSUMER BEHAVIOR, SEARCH OUT THE TRUE-LIFE ANECDOTES THAT REVEAL WHAT YOUR CUSTOMERS REALLY WANT. - February 3, 1997". archive.fortune.com. Retrieved 2021-10-13.
  7. ^ Hafner, Katie (1999-06-10). "Coming Of Age In Palo Alto". The New York Times. ISSN 0362-4331. Retrieved 2021-10-12.
  8. ^ Lapetino, Tim (2016). Art of Atari. Dynamite Entertainment. ISBN 9781524101039.
  9. ^ Guins, Raiford. "Report: DHS Research Publication Grant". Design History Society.
  10. ^ ""Atari: The Lost Years of the Coin-Op, 1971-1975"". Archived from the original on 2015-12-22. Retrieved 2008-03-11.