Dieter Rams – less, but better

Good design is innovative. It does not copy existing product forms, nor does it produce any kind of novelty for the sake of it. The essence of innovation must be clearly seen in all functions of a product. The possibilities in this respect are by no means exhausted. Technological development keeps offering new chances for innovative solutions.
Rams’s mission to bring a Brave New World of modern design to post-war Germany began in earnest when he met the Braun Brothers.

Good design: The ten commandments of Dieter Rams