“Here’s to the crazy ones.” The words are familiar. They were spoken by Richard Dreyfuss in an iconic Apple ad. This version, narrated by Steve Jobs, never aired.
Less and More: The Design Ethos of Dieter Rams
He is perhaps the most influential living industrial designer of modern times and some call him the Godfather of Apple design: Dieter Rams. For design addicts the similarities in the design philosophy of Dieter Rams’ designs for Braun during the second half of the 20th century and Jonathan Ive’s designs for Apple are obvious, but essential parts of Dieter Rams’ design language and philosophy – or ethos – have been adopted by many other designers as well. His 10 principles of good design have led to pieces of industrial design that stand out and became true classics.
