Dieter Rams

Limit everything to the essential but do not remove the poetry.

— Dieter Rams, Less and More

Dieter Rams was the lead designer at Braun for many years. He is driven by the idea that almost everything is noise. He believes very few things are essential. His job is to filter through that noise until he gets to the essence. For example, as a young twenty-four-year-old at the company he was asked to collaborate on a record player. The norm at

1. Innovative; it must have creativity


2. Useful


3. Beautiful


4. Easy to use


5. Unobtrusive, modest


6. Honest


7. Timeless ; it won’t become outdated


8. Doesn’t skip over any small details


9. Environmentally friendly and doesn’t waste resources


10. Not overly designed, “less is more”