(Roughly) Daily

Dieter Rams is a giant among modern industrial designers; his clean, “functionalist” work inspired legions of modern designers– perhaps most visibly his work for Braun, which clearly shaped the thinking of Steve Jobs, Jony Ive (and before him, the folks at Frog Design)– perhaps most noticeably in the design of the iPod…

Rams’ 1958 portable radio for Braun, alongside the iPod

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But have we, in fact, learned the lessons that Rams worked so hard to teach?

Is it perfect timing or merely perverse to release a documentary promoting the design philosophy “Less, but better” during the holiday season? The opening moments of Gary Hustwit’s “Rams,” about Dieter Rams, is more likely to have you revising your gift list than tossing it out. As the camera pauses on the details of the eighty-six-year-old design legend’s single-story home, built in 1971 in Kronberg, Germany, you may find yourself wondering if you, too, need to buy a wall-mounted stereo (the Audio 2/3, designed by Rams for Braun, in 1962-1963) or a boxy leather swivel chair (the 620 armchair, designed by Rams for Vitsoe, in 1962), or to take up the art of bonsai, which Rams practices in his compact, Japanese-inspired garden.

After this montage, the sound of birds chirping is replaced by the sound of typing, and we see Rams seated in front of the rare object in his home that’s not of his own design: the red Valentine typewriter, designed by Ettore Sottsass and Perry King for Olivetti, in 1968. (Rams doesn’t own a computer.)

If you listen to Rams… rather than just look at the elements of his edited world, you will appreciate how his aesthetic and his ethic align. “Less, but better,” the title of his 1995 book, is, Rams says, “not a constraint, it is an advantage which allows us more space for our real life.”…

Ive has always acknowledged his debt to Rams (he contributed a foreword to Sophie Lovell’s book “Dieter Rams: As Little Design as Possible”) but, as the Philadelphia exhibition text suggests, Ive, embedded within Apple’s upgrade cycle, may have missed the point: “the rapid obsolescence and environmental impact of these devices sits uneasily against Rams’s advocacy of long-lasting, durable design.”

The minute design twitches of each year’s Apple launch are a far cry from the revolutionary change that the click wheel ushered in. Newfangled ports, rose-gold backs, the elimination of the home button—these don’t change our relationships to our phones, except to annoy…

The provocative story in full: “What we learned from Dieter Rams, and what we’ve ignored.”

Rams’ “Ten Principles of Design.”

* Dieter Rams

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As we savor simplicity, we might send well-designed birthday greetings to Walter Dorwin Teague; he was born on this date in 1883.  An  industrial designer, architect, illustrator, graphic designer, writer, and entrepreneur, he is often called the “Dean of Industrial Design,” a field that he pioneered as a profession in the US, along with Norman Bel Geddes, Raymond Loewy, and Henry Dreyfuss.  He is widely known for his exhibition designs during the 1939-40 New York World’s Fair (including the Ford Building), and for his iconic product and package designs, from Eastman Kodak’s Bantam Special to the steel-legged Steinway piano.

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