The Design Ethos Of Dieter Rams
Jude Petkus
I have a bunch of design heroes, and one of the biggest ones is Dieter Rams. He\u2019s created some of the most iconic products of the 20th century and his work has inspired countless other designers over the years, including Sir Jony Ive who took cues from the Braun T3 when developing the iPod. He is most known for products he designed for Braun, where he was design director from 1961 to 1997. At the core of his design ethos are ten principles that guide every project. I actually have a poster of them hanging in my studio.
In 2018, filmmaker Gary Hustwit created \u201Ca documentary portrait of Dieter Rams, one of the most influential designers alive, and a rumination on consumerism, sustainability, and the future of design.\u201D It\u2019s a brilliant look at the life and legacy of a designer who has stayed not just relevant, but at the forefront of great design for more than 50 years. One particular clip has Dieter walking through the Vitra Design Museum in Germany pointing out things he doesn\u2019t like and why he doesn\u2019t like them.
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Braun products are still available today, but I think they no longer hold the unique appeal they once did. The brand used to stand out in even less exciting categories like kitchen appliances and grooming products, but now it seems like the magic has vanished almost entirely.
Rams' influence at Braun led to the creation of iconic products that have stood the test of time. His "Ten Principles for Good Design" became foundational in shaping the company's design ethos and formed the core of the Braun brand.
As a brand manager, I must also mention that Braun's communications, especially in print form at that time, adhered to the same design principles. This full-width consistency only brands like Dyson, Leica, and Apple master today.
In 1995, Dieter Rams departed from Braun. After decades of dedicated service, one might assume that his clear vision for the brand would have been deeply embedded in the organization and its operations - a transition scenario any successor would dream of.
A brief online search led me to discussions where people mention that, in an increasingly crowded market, Braun has encountered stiff competition from both established players and new entrants. This has made it challenging for the brand to distinguish itself based solely on design. While design remains an important aspect of product development, technological innovation has become a primary focus for many consumer electronics brands and that might have made Braun nervous. The company may have succumbed to pressures and widened its focus to incorporate the latest technologies into its products, potentially at the expense of its design legacy. A brand management classic: the pursuit of becoming more can sometimes blur the image.
Thirdly, changes in ownership and corporate priorities may have also played a role in diluting Braun's design identity. In the late 1970s, Gillette acquired a major stake in Braun, but it wasn't until 2005, when Procter & Gamble acquired Gillette, that significant shifts occurred within Braun. As part of a multinational consumer goods corporation that owns 80 other brands, Procter & Gamble likely had its own vision and strategic direction, which may have influenced Braun's design direction. This shifting landscape may have resulted in inconsistencies in design execution and a departure from the iconic simplicity associated with Braun initially. Maintaining design consistency is crucial for preserving a brand's identity, but this can be challenging in a fast-paced environment with frequent product launches across various categories.
Today, no centralized Brand Management seems to take place for Braun as Procter & Gamble only controls the Braun brand in terms of toothbrushes and grooming products; home appliances under the Braun name are developed under license by DeLonghi, whereas the Braun healthcare line-up is owned by Helen of Troy.
Fortunately, other companies have not only recognized the enduring impact of the Braun name but are also committed to honor Dieter Rams' vision. For example, Zeon Ltd. has revived Braun's iconic clocks and watches, and I am glad to see the latest addition to the 'heritage family': Braun Audio, brought back to life by a British audio company.
Regardless of past events, Braun retains its esteemed reputation in the world of design, and its legacy continues to inspire designers and brands alike. While the brand may have experienced shifts in its design signature for its own products, its contributions to the field of industrial design remain indelible. With its emphasis on simplicity and aesthetic appeal, Braun has played a significant role in shaping some of today's most prominent brands.
Drams is a curated platform of Framer components inspired with Dieter Rams' design ethos. Each component is inspired by Rams' principles that emphasise innovation, usefulness, aesthetics, understandability, and honesty.
Bridge design worlds: Through thoughtful curation and celebration of Rams' legacy, Drams encourages designers to think beyond the screen and create products that align with his principles.
Design Principles: Drams provides a collection of assets that embody simplicity, functionality, and environmental friendliness. By using these assets in your projects, you're not just designing; you're contributing to a legacy of thoughtful and intentional creativity.
It might be an urban myth - and I'm sure we'll hear about it if it is - but Rams was supposedly once asked by a journalist why, of all the cars available to him, he chose to drive a 911. With a degree of surprise, but little emotion I expect, he is said to have responded: "Quite simply because it is the most efficient means yet devised of travelling from A to B in the shortest possible time."
On reflection, Rams would obviously drive an early 911 because it seems to fit almost perfectly with his famous 10-point design ethos (briefly, a good design should be: innovative, useful, attractive, understandable, unobtrusive, honest, long-lasting, thorough, not 'over designed' and - this is where it goes a bit wrong - environmentally friendly). Well, nine out of 10 isn't bad.
He is said to have become interested in design as a result of watching his carpenter grandfather and initially followed him into the profession as an apprentice, before completing his studies at art school and taking a job with Frankfurt architect Otto Apel.
Within a couple of years, however, Rams had been recruited by Braun which, at the time, specialised in audio equipment and slide projectors - and had recently launched the electric shavers for which it became especially famous.
By 1961, Rams was Braun's chief designer and the firm's products had became instantly recognisable due to their uncluttered, almost austere appearance, user-friendly controls and robust engineering. Indeed, I recently saw someone using one of the company's distinctive, orange-coloured KSM2 coffee grinders which is still going strong more than 30 years after it was originally purchased.
The fact that it is still in service will come as no surprise to Rams, who has always regarded obsolescence as a crime. Sadly, today's throw-away society would have us believe that such sensible thinking is completely out of date.
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