His epoch-defining Ten Principles for Good Design developed while working for Braun and teaching at the Academy of Fine Arts in Hamburg, anchored his approach and created a functionalist language which still endures as an inspiration to designers.

Dieter Rams introduced the idea of sustainable development and of obsolescence being a crime in design in the 1970s.
His epoch-defining “Ten Principles for Good Design,” developed while working for Braun and teaching at the Academy of Fine Arts in Hamburg, anchored his approach and created a functionalist language which still endures as an inspiration to designers.

Accordingly, he asked himself the question: is my design good design? The answer formed is now the celebrated ten principles.

The appearance of the calculator application included in Apple's iOS 3 mimics the appearance of the 1987 Braun ET 66 calculator designed by Rams and Dietrich Lubs, and the appearance of the now playing screen in Apple's own Podcast app used to mimic the appearance of the Braun TG 60 reel-to-reel tape recorder, before a later redesign of the app removed it. The iOS 7 world clock app closely mirrors Braun's clock (and watch) design down to the font and layout used.

Dieter Rams

Dieter Rams is an industrial designer closely associated with the consumer products company Braun and the Functionalist school of industrial design. His unobtrusive approach and belief in "less but better" design generated a timeless quality.
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