Ten principles defined Dieter Rams’ approach to “good design”:
Good design is innovative
Good design makes a product useful
Good design is aesthetic
Good design helps us to understand a product
Good design is unobtrusive
Good design is honest
Good design is durable
Good design is consequent to the last detail
Good design is concerned with the environment
Good design is as little design as possible
Back to purity, back to simplicity
In 1971 Braun introduced the AB1 Alarm Clock, designed to do what is required — keep accurate time and wake you up in the morning — no more no less. By adhering to design principles, Dieter Rams and Dietrich Lubs, created an icon of modern design.
For nearly 30 years Dieter Rams served as head of design for Braun until his retirement in 1998. He continues to be a legend in design circles and most recently designed a cover for Wallpaper* magazine. Many of his designs — clocks, coffee makers, calculators, radios, audio/visual equipment and office products — have found a permanent home at many museums over the world, including MoMA in New York.
Braun AB1 Alarm Clock, by Dieter Rams, Dietrich Lubs, 1971, for Braun