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Jim Fogleman

In 1965, toward the end of Tom’s final year as a MFA student in Yale University, the MFA department head Alvin Eisenman urged him to apply for an open position in the New Jersey design studio called Fogelman Associates. Tom’s view of the Design field was rather myopic, having gained no knowledge of this newly unfolding design practice that wanted to separate itself from the so-called “commercial art” field as a practice dominated by advertising and marketing. Therefore, he had no knowledge of James/Jim Fogleman and his special role that helped generate a change from the commercially dominated field into a field of practice that had depth and value called design.

Jim Fogelman was a graduate of Yale University where he also studied business. Jim was hired fresh out of school by two other former Yale students, Ivan Chermayeff and Tom Geismar, who had established a well-known advertising agency in Chicago. After Chermayeff and Geismar opened up in New York, Jim moved there as well but soon after that he became the director of communication at the New Jersey branch of the Swiss pharmaceutical company CIBA. This CIBA experience became a thorough grounding for Jim in understanding the business of corporate identity beyond the superficial tendencies of marketing. Jim came to see this practice as a way to present the corporation itself on a national and international level with deserved respect and distinction fully supported by and articulated in principles of Corporate Design.  

In 1965 Jim decided to start his own private business by forming a small studio in Morristown , NJ,  where he had been living. His office was called Fogleman Associates, and from this base Jim fully retained his international connections to serve various corporations including CIBA. In this New Jersey office Tom received a rich introduction to the practice of Design with a capital “D” wherein James Fogleman played an instrumental role.