German designer Dieter Rams pretty much created the role of the modern creative director for a consumer goods brand.  His 1956 SK4 record player for Braun revolutionized the appearance of the phonograph; it was the first model to depart from the look of standardly “”"classic”"” wood furniture.  The collaboration with Braun completely transformed the electronics firm’s product range and brought formalist, minimal pieces that shaped modern design.  It’s no surprise that Apple’s Jonathan Ives cites Rams as his chief influence.

Dieter Rams, designer – Cold War Modern from Victoria and Albert Museum on Vimeo.

This video from the Victoria & Albert museum is great.  Rams is dynamic and engaging, and he has a positive take on design’s role in society,  “Design has great, great responsibility for the future.” And, “I’m always optimistic. As a designer, you have to be an optimist. Otherwise, you shouldn’t stay as a designer anymore.”

I first came across Rams in 90s issues of Wallpaper* magazine, well before the launch of the iPod.  Machines were drowning in superfluous curves, cheap materials, and drab colors.  I remember wishing for Braun to reissue some pieces – well, Apple’s great, but I still want more Rams.

Tags: design, Dieter Rams