# 63: Big Week

- Show: [Thoroughly Considered](https://hardwarepodcasts.com/podcast/thoroughly-considered)
- Published: 2020-10-26
- Length: 58m
- Episode: 63
- Page: https://hardwarepodcasts.com/podcast/thoroughly-considered/2020-10-26-63-big-week
- Listen: http://relay.fm/tc/63

## Summary

Tom Gerhardt and Dan Provost of Studio Neat discuss their recent brand refresh, explaining how they moved from a complex logo to a simplified 'S over N' mark after winning a raffle with lettering artist Jessica Hische. They also announce the launch of new Material Docks designed for Apple's MagSafe technology, detailing the engineering challenges of integrating magnets with walnut housings and their decision to use a 'bring your own cable' model. Finally, the hosts analyze the industrial design of the new flat-sided iPhones, debating the trade-offs between ergonomics, screen real estate, and the return to the iPhone 4/5 aesthetic.

## Chapters

- [0:08](https://hardwarepodcasts.com/podcast/thoroughly-considered/2020-10-26-63-big-week#t=8) Introduction and Studio Neat Logo Refresh
- [2:02](https://hardwarepodcasts.com/podcast/thoroughly-considered/2020-10-26-63-big-week#t=122) The Journey to the New Logo with Jessica Hische
- [17:39](https://hardwarepodcasts.com/podcast/thoroughly-considered/2020-10-26-63-big-week#t=1059) Engineering Constraints: Engraving and Legacy Packaging
- [21:33](https://hardwarepodcasts.com/podcast/thoroughly-considered/2020-10-26-63-big-week#t=1293) MagSafe Technology and Material Dock Adaptation
- [34:01](https://hardwarepodcasts.com/podcast/thoroughly-considered/2020-10-26-63-big-week#t=2041) The 'Bring Your Own Cable' Strategy and MFI Ecosystem
- [41:11](https://hardwarepodcasts.com/podcast/thoroughly-considered/2020-10-26-63-big-week#t=2471) MagSafe Compatibility and Pop Socket Concerns
- [46:22](https://hardwarepodcasts.com/podcast/thoroughly-considered/2020-10-26-63-big-week#t=2782) iPhone Design History: Flat Sides vs. Rounded Edges
- [52:01](https://hardwarepodcasts.com/podcast/thoroughly-considered/2020-10-26-63-big-week#t=3121) Apple Developer Drawings and Future Design Trends

## Topics

- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Batteries & low-power design](https://hardwarepodcasts.com/topic/batteries-and-low-power)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

companies scaling up

## Mentioned

- Studio Neat (company)
- Material Dock (product)
- MagSafe (product)
- Jessica Hische (other)
- iPhone 12 (product)
- iPhone 12 Pro (product)
- Qi (other)
- Apple Watch (product)
- Relay FM (company)
- Dribbble (other)
- Basecamp (other)
- iPhone 5 (product)
- iPhone 4 (product)
- iPhone 6 (product)
- Porsche 911 (product)
- Pop Socket (product)
- MFi (other)
- Belkin (company)
- Loveland (other)
- NFC (other)

## Related episodes from other shows

- [iFixit’s Shahram Mokhtari on the hidden design of modern electronics, CES-week manufacturing headlines, and a Reconstruction of Juicero, the $700 connected juicer that defined over-engineering.](https://hardwarepodcasts.com/podcast/go-no-go/2026-01-06-ifixits-shahram-mokhtari-on-the-hidden-design-of-modern-electronics-ces-week-man) (Go/No-Go)
- [063: Hardware Startup Tips from a 22 Year Apple Exec](https://hardwarepodcasts.com/podcast/product-startup/2021-02-17-063-hardware-startup-tips-from-a-22-year-apple-exec) (Product Startup)
- [Afterschool Podcast, Episode 8 - Neven Mrgan (10/7)](https://hardwarepodcasts.com/podcast/core77-podcast/2013-11-05-afterschool-podcast-episode-8-neven-mrgan-10-7) (Core77 Podcast)
- [10. Sustainable Fashion, Apple Car Insights, Sharper Bionic Eyes](https://hardwarepodcasts.com/podcast/the-next-byte-podcast/2021-03-23-10-sustainable-fashion-apple-car-insights-sharper-bionic-eyes) (The Next Byte Podcast)
- [Afterschool Podcast, Episode 5 - StudioNeat (9/16)](https://hardwarepodcasts.com/podcast/core77-podcast/2013-11-04-afterschool-podcast-episode-5-studioneat-9-16) (Core77 Podcast)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/thoroughly-considered/2020-10-26-63-big-week. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Thoroughly Considered.