Do you still remember the first time you drank Coca-Cola? The unique and graceful bottle shape can’t be erased in your heart for a long time? From the badge logo of President Kennedy's Air Force One to the car shape and logo of Greyhound Bus, Raymond Loewy is vigorous in the field of industrial design.
Raymond Loewy, the father of American industrial design
Raymond Loewy—the most famous industrial designer in the 20th century and a pioneer in the design industry—first integrated streamlined shapes with European modernism. Establish unique artistic value. It pioneered industrial design and promoted the combination of design and business; and relied on keen business awareness, unlimited imagination and outstanding design talent to inject new life elements into the development of industry. The number and scope of his designs in his lifetime are staggering: from cars and space stations to stamps, lipsticks, and company logos. It can be said that American life is inseparable from Loewy's works.
Design is everywhere
Raymond Loewy was born in Paris, France in 1893. He had a strong interest in trains and cars since he was a child. After World War I, he moved to the United States. First, he designed fashion display windows for the famous Macy's on Fifth Avenue in New York. He also served as illustration designer for fashion magazines such as Vogue and Harper's, occupying a place in the fashion industry with his unique artistic style.
In 1929, he received his first design order - an improved Gestetner photocopier, and began to get involved in the field of industrial design. This order was not only short in time, but also very difficult. It stipulated that the photocopier design should be modified within five days to combine appearance and performance. Rowe designed a movable shell to cover the machine and change the shape of the machine's rotating rod and copy platform. Thanks to his inspiration, ugly, clumsy photocopiers were transformed into the most attractive office furniture. In the design, ergonomics and aesthetic concepts are used to make this photocopier stand out in the market and become the first example of the perfect combination of design and marketing. As a result of his idea, a new profession was born - industrial designer. This order opened a new era of American industrial design.
Raymond Loewy pursues the design concept of "streamline and simplicity", that is, "the beauty of products is highlighted by functionality and simplicity", and promotes streamlined design. Streamline and simplify everything. Among the well-known works include Lucky Strike cigarette boxes, GG1 and S1 engines, Coca-Cola bottles, John F. Kennedy commemorative stamps, Greyhound buses and logos; Shell and Exxon company trademarks; U.S. Post Office service badges, etc.
By 1951, his designs allowed him to proudly declare: "An ordinary person, no matter where he is, will be exposed to the design works of R.L.A (Raymond Loewy Company) every day."
The most beautiful curve is the curve of rising sales
As a professional designer, although he is famous in the industry and promotes the new concept of design to promote marketing, he believes that the concept of product functional design It is of great help to marketing. He also emphasized that design is not for the purpose of being new and different, but to serve the market operation, and inspired the concept of "good design can occupy the market". He also pointed out: "The most beautiful curve is the curve of rising sales."
During the economic downturn, good design and business began to be combined, and his career also flourished. The design gives the product an irresistible charm, making customers who have no desire to buy the product spend money to buy the product.
Loewy designed a new image for Coldpoint refrigerators. The exterior adopts the shape of a large arc, and the integrated box looks simple and bright; the interior has also been adjusted and designed, laying the foundation for modern refrigerators. Since its launch, annual sales have skyrocketed. In an instant, the streamlined shape became the first choice of consumers, and its influence has been unparalleled so far.
The GG-1 locomotive later designed for the Pennsylvania Railroad Bureau is another proof.
Abandoning the rivet connection method and using welding technology to manufacture the locomotive head shell not only makes the appearance complete and smooth, but also simplifies the maintenance process and reduces production costs.
When designing the Coca-Cola bottle shape for the Coca-Cola Company, the bottle body was given a more attractive and attractive curve. “It’s a very feminine shape—it’s something that goes beyond functionality in a product.” Rowe’s design brought huge profits to the Coca-Cola Company, and the unique shape became a symbol of American culture.
He summarized his design philosophy into the principle of MAYA (Most Advanced Yet Acceptable) and spread it through his creations, deeply influencing the American design industry.