| I have written often about the overwhelming | | | | * Sears Cold Spot Refrigerator |
| importance of design in successfully differentiating and | | | | * Huppmobile Auto's |
| branding products. We all know examples of | | | | * 1947 Filben Jukebox |
| well-designed products that become standards. The | | | | * Greyhound Scenicruiser Bus |
| Ferrari sports car, the Rolex watch, the Barbie Doll, a | | | | This is an impressive list and many of these products |
| Krups toaster or the PEZ candy dispenser are | | | | are considered timeless and cutting edge to this day. |
| obvious examples of packaging, or product design that | | | | Motor Trend and Car & Driver Magazine list the |
| become ubiquitous to consumers around the world. | | | | Studebaker Commander as among the most |
| When the rare Ferrari Testarossa roars by on the | | | | beautifully designed cars of the 1950's. Loewy |
| highway, we instantly know that the "yellow prancing | | | | designed locomotives of the 1940's are treated as |
| horse" badge sits proudly and desirably on the world's | | | | classic art by railway buffs. In almost every one of |
| most exotically styled automobile. | | | | these designs the styling cues taken from the egg are |
| One of the most famous industrial designers of the | | | | visible to even the most untrained eye. Industrial design |
| 20th century was Raymond Loewy. Born in France, | | | | students study Loewy crafted products just as art |
| Mr. Loewy became the designer of choice for | | | | students study Rembrandt or Picasso. |
| manufacturers of consumable and non-consumable | | | | Companies and entrepreneurs that revere and |
| consumer products, industrial transport and corporate | | | | diligently work for highly stylized designs are much |
| logo's as a result of the simple design cues that he | | | | more likely to succeed in both the short and long run. |
| often built his products around. Visitors to the Loewy | | | | Consider Ralph Lauren's Polo lines of clothing. The |
| shop often noted that there was a bowl of eggs | | | | attention to detail, design, quality and manic |
| prominently placed in his office. Eggs were a real | | | | maintenance of the brand as a lifestyle product has |
| creative prop for all of Loewy's associates. They | | | | established Polo as a classic, decade after decade. |
| were not on hand to be deviled and eaten. | | | | Calvin Klein clothing enjoys a similar status based on |
| Raymond Loewy felt that the egg was nature's | | | | the brands positioning as cutting edge, urban styling. |
| perfect shape. The egg is oval, circular, oblong, smooth, | | | | The Benetton brand, on the other hand, was |
| white, and a peculiar combination of strong and brittle. | | | | immensely successful in the 1980's. However, the |
| No other shape is so compelling. When viewed it is | | | | Company did not maintain its design creativity and has |
| pleasing, when held it is comforting. He made every | | | | largely been in decline. |
| effort to utilize the splendid inherent design features of | | | | Of course today, the automobile industry is being roiled |
| the egg in his industrial design work. The simplicity of | | | | by production overcapacity issues, a global credit crisis |
| the shape became identifiable in "Loewy product | | | | and high fuel prices. In no industry is design as crucial |
| designs". | | | | as in the car business. And yet, it is almost impossible |
| A list of the famous products, packages and | | | | to differentiate one car from another on modern |
| corporate logo's that Loewy crafted during his long | | | | roads. The success of BMW's Mini, the new |
| career is an amazing valediction of his creativity and | | | | Volkswagen Beetle, the Cadillac CTS, the Mazda |
| range. The following is a list of a few of the works of | | | | Miata and the Buick Enclave are due almost entirely to |
| Raymond Loewy: | | | | their unique, sleek body styles. They are nowhere near |
| * Gestetner Mimeograph Machine | | | | the cheapest vehicles in their categories. They simply |
| * Pennsylvania Rail Road Locomotives | | | | scream "cool, buy me"! Why do so many other car |
| * Schick Electric Razor | | | | manufacturers not take note of the importance of |
| * IBM Key Punch | | | | differentiating, compelling design features when |
| * Coca Cola Bottle and Logo | | | | producing box-like, indifferent, cookie cutter travel |
| * Lucky Strike Cigarettes Logo | | | | conveyances totally lacking in special personality. |
| * Leisurama Homes | | | | Every aspect of a products design and presentation is |
| * New York City Transit Train R40 Car | | | | crucial to creating a strong, lasting brand identity in the |
| * NASA Sky Lab Interior | | | | target consumers mind. The logo must reflect the |
| * Exxon Logo | | | | features, benefits and positioning that is unique to a |
| * Shell Oil Logo | | | | product. The packaging must stand up to the |
| * Studebaker Avanti & Commander Auto | | | | competition and support the branding message being |
| * Frigidaire | | | | conveyed. The products logo, iconography, colors, |
| * Panama Line Cruise Ship Interiors | | | | printing fonts and package copy must be married to |
| * Wahl Eversharp Fountain Pen | | | | the container and the contents of the product itself. |
| * International Harvester Logo | | | | Well designed products seem natural, seamless. They |
| * Dorsett Catalina Pleasure Boat | | | | draw the eye. They do not attack the senses. |
| * Zippo Lighter | | | | |