Sundberg-Ferar
Encyclopedia
Sundberg-Ferar is an industrial design
consultancy headquartered in Walled Lake, Michigan
. Founded in 1934 by partners Carl Sundberg (1910–1982) and Montgomery Ferar (1910–1982), the company was among the first industrial design firms to be established in the U.S.
Sundberg-Ferar employs approximately 20 employees in the disciplines of industrial design
, mechanical engineering
, research, model making and prototyping, interaction design
and packaging design. The firm has designed products for hundreds of clients in categories such as home appliances and housewares, automotive and medical products, consumer electronics
, industrial equipment, mass transit vehicles, vending machines and aircraft interiors.
Art & Color Section under Harley J. Earl when they decided to leave and start their own firm. They remained partners and owners of Sundberg-Ferar until 1975, when they retired from the firm. Company ownership has transitioned internally ever since.
Originally located in Detroit, Michigan
, Sundberg-Ferar became one of the leading independent design offices after World War II
. The firm also pioneered the use of design to create corporate image, coordinating a look for IBM
's early computers and showrooms in the 1950s.
Company headquarters moved from Detroit to Royal Oak, Michigan
and then to Southfield, Michigan
in 1959. In 1995, the company moved to its current location in Walled Lake, Michigan
where it operates within a 15,000 sq. ft. purpose-built structure. The building is divided into an 8,000 sq. ft. prototype
shop and a 7,000 sq. ft. multi-disciplinary office space that includes a large focus group
/viewing facility.
During the 1990s, the company opened offices in Atlanta, Minneapolis and Chicago
, but closed these offices in a restructuring effort in 2002-2004.
In addition to Montgomery ("Monty") Ferar and Carl Sundberg, many noteworthy U.S. industrial designers of the 20th century at one time worked at Sundberg-Ferar, including Carl "Cam" Cameron, Samuel M. Highberger, Norman J. James and Clair Samhammer.
and appliances, office and industrial equipment, automobiles, boats and furniture. Notable design work from that period included:
Beginning in the 1960s, Sundberg-Ferar became heavily involved in the design of mass transit vehicles.
Listed among Sundberg-Ferar's major clients since 2000 are Coca-Cola
, Procter & Gamble
, Carrier, Masco
, Chrysler
, and Electrolux
.
Industrial design
Industrial design is the use of a combination of applied art and applied science to improve the aesthetics, ergonomics, and usability of a product, but it may also be used to improve the product's marketability and production...
consultancy headquartered in Walled Lake, Michigan
Walled Lake, Michigan
Walled Lake is a city in Oakland County in the U.S. state of Michigan. The population was 6,999 at the 2010 census.-Origins of the name:The town's name is said to have been given by the first Euro-American settler, Walter Hewitt, in 1825...
. Founded in 1934 by partners Carl Sundberg (1910–1982) and Montgomery Ferar (1910–1982), the company was among the first industrial design firms to be established in the U.S.
Sundberg-Ferar employs approximately 20 employees in the disciplines of industrial design
Industrial design
Industrial design is the use of a combination of applied art and applied science to improve the aesthetics, ergonomics, and usability of a product, but it may also be used to improve the product's marketability and production...
, mechanical engineering
Mechanical engineering
Mechanical engineering is a discipline of engineering that applies the principles of physics and materials science for analysis, design, manufacturing, and maintenance of mechanical systems. It is the branch of engineering that involves the production and usage of heat and mechanical power for the...
, research, model making and prototyping, interaction design
Interaction design
In design, human–computer interaction, and software development, interaction design, often abbreviated IxD, is "the practice of designing interactive digital products, environments, systems, and services." Like many other design fields interaction design also has an interest in form but its main...
and packaging design. The firm has designed products for hundreds of clients in categories such as home appliances and housewares, automotive and medical products, consumer electronics
Consumer electronics
Consumer electronics are electronic equipment intended for everyday use, most often in entertainment, communications and office productivity. Radio broadcasting in the early 20th century brought the first major consumer product, the broadcast receiver...
, industrial equipment, mass transit vehicles, vending machines and aircraft interiors.
Company History
In 1934, founders Sundberg and Ferar were working together at the General MotorsGeneral Motors
General Motors Company , commonly known as GM, formerly incorporated as General Motors Corporation, is an American multinational automotive corporation headquartered in Detroit, Michigan and the world's second-largest automaker in 2010...
Art & Color Section under Harley J. Earl when they decided to leave and start their own firm. They remained partners and owners of Sundberg-Ferar until 1975, when they retired from the firm. Company ownership has transitioned internally ever since.
Originally located in Detroit, Michigan
Detroit, Michigan
Detroit is the major city among the primary cultural, financial, and transportation centers in the Metro Detroit area, a region of 5.2 million people. As the seat of Wayne County, the city of Detroit is the largest city in the U.S. state of Michigan and serves as a major port on the Detroit River...
, Sundberg-Ferar became one of the leading independent design offices after World War II
World War II
World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...
. The firm also pioneered the use of design to create corporate image, coordinating a look for IBM
IBM
International Business Machines Corporation or IBM is an American multinational technology and consulting corporation headquartered in Armonk, New York, United States. IBM manufactures and sells computer hardware and software, and it offers infrastructure, hosting and consulting services in areas...
's early computers and showrooms in the 1950s.
Company headquarters moved from Detroit to Royal Oak, Michigan
Royal Oak, Michigan
Royal Oak is a city in Oakland County of the U.S. state of Michigan. It is a suburb of Detroit. As of the 2010 census, the city had a total population of 57,236. It should not be confused with Royal Oak Charter Township, a separate community located nearby....
and then to Southfield, Michigan
Southfield, Michigan
According to the United States Census Bureau, the city has a total area of , of which 0.04% is water. The main branch of the River Rouge runs through Southfield. The city is bounded to the south by Eight Mile Road, its western border is Inkster Road, and to the east it is bounded by Greenfield Road...
in 1959. In 1995, the company moved to its current location in Walled Lake, Michigan
Walled Lake, Michigan
Walled Lake is a city in Oakland County in the U.S. state of Michigan. The population was 6,999 at the 2010 census.-Origins of the name:The town's name is said to have been given by the first Euro-American settler, Walter Hewitt, in 1825...
where it operates within a 15,000 sq. ft. purpose-built structure. The building is divided into an 8,000 sq. ft. prototype
Prototype
A prototype is an early sample or model built to test a concept or process or to act as a thing to be replicated or learned from.The word prototype derives from the Greek πρωτότυπον , "primitive form", neutral of πρωτότυπος , "original, primitive", from πρῶτος , "first" and τύπος ,...
shop and a 7,000 sq. ft. multi-disciplinary office space that includes a large focus group
Focus group
A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs and attitudes towards a product, service, concept, advertisement, idea, or packaging...
/viewing facility.
During the 1990s, the company opened offices in Atlanta, Minneapolis and Chicago
Chicago
Chicago is the largest city in the US state of Illinois. With nearly 2.7 million residents, it is the most populous city in the Midwestern United States and the third most populous in the US, after New York City and Los Angeles...
, but closed these offices in a restructuring effort in 2002-2004.
In addition to Montgomery ("Monty") Ferar and Carl Sundberg, many noteworthy U.S. industrial designers of the 20th century at one time worked at Sundberg-Ferar, including Carl "Cam" Cameron, Samuel M. Highberger, Norman J. James and Clair Samhammer.
Project History
During the 1930s-1960's, the firm's design and styling projects represented a broad range of product categories, including household goodsHousehold goods
Household goods are goods and products used within households. They are the tangible and movable personal property placed in the living rooms, dining rooms, kitchens, family rooms, great rooms, bedrooms, bathrooms, recreation rooms, hallways, attics, and basements and other rooms of a...
and appliances, office and industrial equipment, automobiles, boats and furniture. Notable design work from that period included:
- CrosleyCrosleyThe Crosley was an automobile manufactured by the Crosley Corporation and later by Crosley Motors Incorporated in the United States from 1939 to 1952.-History:...
Pavilion - New York World's Fair (1939) - CrosleyCrosleyThe Crosley was an automobile manufactured by the Crosley Corporation and later by Crosley Motors Incorporated in the United States from 1939 to 1952.-History:...
CC automobile (1945) - DeVilbiss Co. air compressor (1948)
- IBM 702IBM 702The IBM 702 was IBM's response to the UNIVAC—the first mainframe computer using magnetic tapes. Because these machines had less computational power than the IBM 701 and ERA 1103, which were favored for scientific computing, the 702 was aimed at business computing.The system used electrostatic...
computer (1954) - IBM 305 RAMAC business computer (first disk drive and architectural character to fit office decor) (1957)
- RCARCARCA Corporation, founded as the Radio Corporation of America, was an American electronics company in existence from 1919 to 1986. The RCA trademark is currently owned by the French conglomerate Technicolor SA through RCA Trademark Management S.A., a company owned by Technicolor...
/WhirlpoolWhirlpoolA whirlpool is a swirling body of water usually produced by ocean tides. The vast majority of whirlpools are not very powerful. More powerful ones are more properly termed maelstroms. Vortex is the proper term for any whirlpool that has a downdraft...
"Miracle Kitchen" (1957) - J.P. Seeburg CorporationSeeburg CorporationSeeburg was an American design and manufacturing company of automated musical equipment, such as orchestrions, jukeboxes, and vending equipment.- History :...
jukeboxJukeboxA jukebox is a partially automated music-playing device, usually a coin-operated machine, that will play a patron's selection from self-contained media...
(KD-200, L-series - 1957; Q100, Q160 and 3W100 Wall-O-Matic - 1960) - IBMIBMInternational Business Machines Corporation or IBM is an American multinational technology and consulting corporation headquartered in Armonk, New York, United States. IBM manufactures and sells computer hardware and software, and it offers infrastructure, hosting and consulting services in areas...
Model C electric typewriter (1959) - Sears, Roebuck & Company Tower Capri typewriter (1961)
Beginning in the 1960s, Sundberg-Ferar became heavily involved in the design of mass transit vehicles.
- New York Metropolitan Transportation Authority R-40 subway transit vehicles (Design in Steel Award 1969)
- Bay Area Rapid TransitBay Area Rapid TransitBay Area Rapid Transit is a rapid transit system serving the San Francisco Bay Area. The heavy-rail public transit and subway system connects San Francisco with cities in the East Bay and suburbs in northern San Mateo County. BART operates five lines on of track with 44 stations in four counties...
(BARTD) System vehicles (designed in 1965, introduced 1972) - Washington Metropolitan Area Transit AuthorityWashington Metropolitan Area Transit AuthorityThe Washington Metropolitan Area Transit Authority is a tri-jurisdictional government agency that operates transit service in the Washington, D.C. metropolitan area, including the Metrorail, Metrobus and MetroAccess...
(Metro) subway vehicles (1976) - Chicago Transit AuthorityChicago Transit AuthorityChicago Transit Authority, also known as CTA, is the operator of mass transit within the City of Chicago, Illinois and some of its surrounding suburbs....
(Rail) 2400 Series "L" cars (1976–1978) - Metropolitan Atlanta Rapid Transit AuthorityMetropolitan Atlanta Rapid Transit AuthorityThe Metropolitan Atlanta Rapid Transit Authority or MARTA is the principal rapid-transit system in the Atlanta metropolitan area and the ninth-largest in the United States. Formed in 1971 as strictly a bus system, MARTA operates a network of bus routes linked to a rapid transit system consisting...
vehicles (1980's) - Dallas Area Rapid TransitDallas Area Rapid TransitThe Dallas Area Rapid Transit authority is a transit agency based in Dallas, Texas . It operates buses, light rail, commuter rail, and high-occupancy vehicle lanes in Dallas and 12 of its suburbs...
vehicles (1985–1989)
Listed among Sundberg-Ferar's major clients since 2000 are Coca-Cola
Coca-Cola
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke...
, Procter & Gamble
Procter & Gamble
Procter & Gamble is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods....
, Carrier, Masco
Masco
-Plumbing products:-Decorative architectural products:North America* Behr Process Corporation* Franklin Brass Mfg. Corp. * Ginger* Liberty Hardware* Masterchem Industries LLC* Melard Manufacturing Corp....
, Chrysler
Chrysler
Chrysler Group LLC is a multinational automaker headquartered in Auburn Hills, Michigan, USA. Chrysler was first organized as the Chrysler Corporation in 1925....
, and Electrolux
Electrolux
The Electrolux Group is a Swedish appliance maker.As of 2010 the 2nd largest home appliance manufacturer in the world after Whirlpool, its products sell under a variety of brand names including its own and are primarily major appliances and vacuum cleaners...
.