Dieter Rams / Graphic Design

Dieter Rams – product design

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Thanks to innovations, Braun style and the company itself in the 60s personified modernity and progress. In our time, the items that Dieter Rams worked on in his design have been honored.

Design and functionality show the quality of the product and its popularity in the long term, and while you are realizing this, let’s take a look at some other works of the German designer.

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For many years to come, Dieter Rams determined what the things we use today will look like, and created a special design philosophy, laying down the basic principles. For example, the design of Apple technology, is based on these principles.


The German designer was born in 1932. In 1947 he entered the Wiesbaden art school, but after studying for a year, interrupted his studies and worked for 3 years in a carpentry workshop in Kelkheim. In 1951 he returned to art school, which he graduated with honors in 1953. After that he designed the building of consulates in West Germany for 2 years. Its leader at the time was the architect Otto Apel.

Dieter Rams and Braun

Dieter Rams joined the Braun company back in 1955. From this moment until 1996, his life and work were connected with this company.

Dieter Rams brought the success, importance and love of the consumer to the Brown brothers world. But why were most of the distinctive details of Dieter’s style lost? Clear boundaries, visual identification of controls, light natural tones and noble materials were forgotten. However, there are also high-quality products, even in such difficult for design frameworks, such as: research of consumer preferences.

Dieter Rams and Vitsoe

Dieter Rams helped his friend Niels Vitsoe (Vitsoe company) to design furniture. It was thanks to this collaboration that special office chairs and shelves appeared.

From 1962 to 1995 Dieter Rams created a functional grid of design coordinates for Brown. He also clearly formulated its principles.

10 Principles of Dieter Rams

Dieter Rams has his own project: “Dieter and Ingeborg RamsFoundation“, which he founded with his wife to promote his design philosophy. The idea of ​​creating a project came from the designer in the 1980s. Philosophy includes the following principles of proper design:

  1. Innovation. Design is impossible without modern, innovative technologies.
  2. Functionality. The thing must be functional and easy to use.
  3. Aesthetics. Beauty is important.
  4. Predictability. The design tells the consumer how to use the item.
  5. Neutrality and restraint. Design should not detract from the functionality.
  6. Honesty. The design does not hide the flaws of the product.
  7. Relevance beats fashion, because fashion passes quickly.
  8. Reasonableness. Nothing extra is needed. Everything you need is already there.
  9. Environmentally friendly. The subject should be as environmentally friendly as possible.
  10. Concentration on the main function. When designing, it is better to focus on the main purpose of the product, without overloading the subject with additional features.

Dieter Rams used his principles to create hundreds of things – prototypes of today’s calculators, electric razors, hair dryers, watches, speakers and tape recorders. Thanks to his incredible design abilities, a lot of modern things have appeared, including: plastic housing parts, color coding of various buttons (for example, red for recording, green for playback), one switch for turning on / off and adjusting the volume on the radio, a transistor (previously bulky lamps were used), control buttons on the outside of the device, modular systems in the technique (you can buy speakers, tape recorder, and stereo installation separately).

He also proposed to introduce a single color and stylistic solution for household items, so that it was more convenient to combine modules.

Awards and Recognition

The functionalism of Dieter Rams continues to delight with quality products even nowadays.

Thanks to innovations, Braun style and the company itself in the 60s personified modernity and progress. Nowadays, the objects that Dieter Rams worked on in his design have been honored to be exhibited in numerous museums in different countries. For example, you can find some objects in the Museum of Modern Art in Manhattan. The principles developed by him are used by many designers, that are followers of his functional school. In 2010, the International Design School in Cologne presented Rams with an award for his great success in the field of design.

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