by Avinash Rajagopal

"Design award categories are often unfortunate anachronisms. Most awards are given in categories
based on disciplines — “Furniture Design”, “Consumer Products”  — and then the organizers resort
to lengthy definitions to try and force today’s exciting, interdisciplinary work into these outdated
boxes. And as we saw with the I.D Annual Design Review, the results are not very convincing."

"The recently announced IDSA Design of the Decade awards must be commended for giving up the
disciplinary model for categories." 

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"A Confusing Design of the Decade" by Avinash Rajagopal

The Apple PowerBook was one of the most revolutionary computers ever made. It changed the way people used computers. It was highly portable and lightweight, but functioned as effectively as a desktop. We call them laptops today, and many users never leave home without one.

The original PowerBook series—the 140 and 170—were designed by Robert Brunner, IDSA; Gavin Ivester, IDSA; Suzanne Pierce; Jim Halicho; and Eric Takahashi of Apple Computer; Michael Antonczak of Indesign; and Matt Barthelemy of Lunar Design for Apple Computer, Inc.

 OXO International—founded in 1989 by Sam Farber—introduced Good Grips kitchen utensils, with oversized, ergonomic handles.
 

The Ford Taurus and its companion, the Mercury Sable, were designed by Jack Telnack, Fritz Mayhew and the Ford staff. The design changed the failing fortunes of the US auto companies by creating a new “aero” look, which was characterized by softer, rounder, more aerodynamic forms than previous Detroit  styles. Some called it the “jelly bean” or “flying potato” because of its rounded look. For years, Detroit had been criticized for the sharp, angular and contorted metal forms that were the residual result of the Harley Earl influence of the 1950s.

The Crown Rider Reach Series Trucks were designed by David Tompkins, IDSA, Frank Wilgus, Nilo-Rodis and David B. Smith, of Richardson/Smith, Inc and Harold Stammen and Jerry Pulskamp of Crown Controls Corporation. The design embodied the pioneering concept of the rider standing sideways for enhanced visibility; the one-hand joystick control of lift, direction, and speed; and the corporate “look” of Crown products that continues today.

The design won one of the first IDEA awards in 1980, and was named by IDSA as a “Design of the Decade” in 1990.