Excerpt: Book
Less and More: The Design Ethos of Dieter Rams

Less and More: The Design Ethos of Dieter Rams refers to the legendary German industrial designer’s expansive neo-modernist stance in its title, and that generosity of spirit suffuses the entire book, which documents an exhibition that’s traveled from Osaka’s Suntory Musuem to the Design Museum in London and finally to the Museum fur Angewandte Kunst in Frankfurt. The title makes it sound like a monograph, but the book isn’t simply about Rams. As the text explains, “the exhibition focused primarily on the work of Dieter Rams but that is not to say that his work is more important than the other Braun designers who supported him and who he supported. The exhibition … is by no means intended to simply laud the work of a single ‘genius’ designer.”

What this adds up to is a shaded portrait of Rams — including pictures of the dapper designer when he was a much younger man and dozens of sketches of unrealized products from his 40-year stint at Braun — but also mini-snapshots of the talented designers who surrounded him. Due credit is given to Rams’s product team: Reinhold Weiss and Jürgen Greubel, who were responsible for the design of the iconic HL70 plastic table fan, say, or Dietrich Lubs, Rams’s co-conspirator on the famous iPhone calculator precursor, the ET66.

But these are products familiar to any Rams disciple, and what struck us most was a section devoted to Braun’s beautifully understated communication design and to that department’s fearless leader, Wolfgang Schmittel. He ran a tight ship — an in-house manual went out to each member of the design team with instructions on how to appropriately and inappropriately market the Braun product line — but as a result, the Braun image “differed greatly from the existing design forms of other manufacturers at the time, due to its clarity. Designed printed material never looked like an affected self-representation of the designer, but always strived for optimal and direct communication. It was one of the few images in which form and content were identical, where the company’s objects harmonized with the design elements of the communication.” What follow are just a few of our favorite elements.

From Less and More: The Design Ethos of Dieter Rams, edited by Keiko Ueki-Polet and Klaus Kemp. Copyright 2009 and reprinted with permission by Gestalten.


The original Braun wordmark, designed by Will Münch, debuted in 1934. Its signature enlarged A is still in use today although the logo been reworked many times.

braun logo 1939

A quick revise in 1939.

braun logo graph

Wolfgang Schmittel joined the Braun design department as a freelancer in August of 1952. Upon his arrival, he revised the Braun logo and also gave it a reduced, constructively comprehensible form.

braun logo

The logo as it stands today. "There was a 1:1 relationship between the thickness of the bars and the expanses of space, in the case of the larger A this was a 1:1.3, and the curves formed exact quadrants. This made it easy to read in any size and usable in any context."

product brochures

"At the same time, the other design elements were defined once and for all: the basic font for all forms of communication (e.g., catalogues, prospects, advertisements) was restricted to the sans-serif font Akzidenz-Grotesk."

product brochure1

"At the end of the 1950s, both Marlene Schnelle and Ingeborg Kracht, who later became Dieter Rams wife, worked as photographers at Braun. Photography played a significant part in corporate communications."


"With its comprehensive manual, Braun permanently advanced its corporate design and defined it for everyone involved. Any kind of superficial emotions, affective advertising, hero worship or ornamentation were avoided. In this in-house brochure dating from 1989, the right (left) and the wrong (right) ways to approach things were illustrated. Truth instead of manipulation, product focus instead of obfuscation, information instead of entertainment and finally, here too, perfection right down to the smallest printed detail."


"To mark the occasion of the launch of Braun’s final audio range, a boxed set with an intricate design was produced in the format of an LP record with photos, texts, sketches and drawings by Dieter Rams."


"Almost an art edition, it was given to the last audio customers as a bonus and is today a much-cherished rarity."