Dieter Rams

Dieter Rams is a German industrial designer born in 1932. For most of his career, Rams worked as the head of design at the international consumer goods company Braun. During his tenure, Rams inserted his functionalist design aesthetic into many Braun products, most famously the SK-4 record player, the D-series slide projector and numerous small appliances. He also designed furniture for Vitsoe. He is known for articulating ten principles of "good design," most of which defined the simplicity of his approach: usefulness, honest, long-lasting, minimal and thorough. Rams retired from his post at Braun in 1995, after three decades with the company. He continues to produce design work today, including a limited edition cover for Wallpaper magazine. The Design Museum in London carried a retrospective of his work in 2007-2010.