Less,
but
better.
The life and design philosophy of Dieter Rams β the German industrial designer who shaped how we think about objects.
Who is
Dieter Rams?
"The man who shaped how we think about objects. A German industrial designer whose unobtrusive approach and belief in Weniger, aber besser β less, but better β transformed the consumer landscape of the 20th century."
Dieter Rams β Wiesbaden, Germany
Born in Wiesbaden
Dieter Rams is born on May 20th in Wiesbaden, Germany. His grandfather, a carpenter, instills in him an early love of craft and making.
Studies Architecture
Begins studies in architecture and interior decoration at the Wiesbaden School of Art. Takes a break for a carpentry apprenticeship.
Graduates with Honours
Graduates in architecture with honours. Joins Frankfurt-based architect Otto Apel, working on postwar reconstruction projects.
Joins Braun
At age 23, recruited by Braun. Begins transforming household appliances from furniture-like objects into precise, modern tools.
VitsΕ Collaboration
Begins landmark collaboration with VitsΕ, resulting in the 606 Universal Shelving System β still sold today with only minor changes.
Head of Design at Braun
Appointed Head of Design at Braun β a position he will hold for 36 years until his retirement, reshaping every product the company makes.
T2 Cigarette Lighter
Designs the iconic cylindrical T2 lighter β a masterclass in reducing a product to its essential form. Pure function made beautiful.
ET66 Calculator
Creates the ET66 calculator. Decades later, Apple's iOS calculator would be directly inspired by this design β the highest compliment.
Retirement from Braun
Retires from Braun at age 65 after 42 years. His legacy: a body of work that defines what good design looks like.
"Objectified" Documentary
Gary Hustwit's documentary "Objectified" features Rams, introducing his philosophy to a new generation of designers worldwide.
Braun
Products
Objects so well-designed they became the reference point for an entire generation of product designers β including the team at Apple.
SK 4 Phonosuper
"Snow White's Coffin"
Co-designed with Hans Gugelot. The transparent acrylic lid was revolutionary β household appliances had never looked like this. It broke furniture conventions entirely.
T3 Transistor Radio
The iPod before the iPod
A pocket-sized radio that directly inspired Jonathan Ive's original Apple iPod. The circular dial, the proportions β Apple studied this object obsessively.
T2 Cigarette Lighter
Pure cylindrical form
A cylinder. Nothing more. The T2 lighter reduces the object to its most essential geometry. Every superfluous detail eliminated.
ET66 Calculator
The iOS Calculator prototype
Apple's iOS calculator is a near-direct copy of the ET66. Jonathan Ive personally sent Rams an iPhone with a thank-you letter. The ultimate design compliment.
606 Universal Shelving
Still in production today
Designed for VitsΕ in 1960, the 606 system is still sold today with only minor changes. It is the definitive proof that good design is long-lasting.
10 Principles
of Good Design
Written in the late 1970s, these ten principles remain the most concise and precise articulation of what good design means. Click any principle to expand.
Written in the late 1970s and still as relevant as ever β these ten principles are not rules, but a way of thinking.
Before Apple,
there was Rams.
Jonathan Ive, Apple's legendary design chief, has openly cited Dieter Rams as his primary influence. The parallels between Braun products and Apple's iconic designs are not coincidental β they are intentional acts of homage.
Braun T3 Radio
Circular dial, clean rectangular form, precise grid of speaker holes. Form follows function.
Apple iPod
Circular click wheel, clean rectangular form, precise grid of speaker holes. Sound familiar?
Braun ET66 Calculator
Flat rectangular body. Rounded buttons in a precise grid. Red accent key. Grey and white palette.
iOS Calculator
Flat rectangular interface. Rounded buttons in a precise grid. Red accent key. Grey and white palette.
He is one of the most important designers alive, and one of the most influential in history.
β Jonathan Ive, Former Chief Design Officer, Apple
Indifference towards people and the reality in which they live is actually the one and only cardinal sin in design.
"Good design is as little design as possible."
Principle 10"Weniger, aber besser. Less, but better."
Life philosophy