Who is Dieter Rams?

Dieter Rams, born in 1932 in Germany, is one of the most influential industrial designers in the 20th and 21st centuries. He served in many capacities at Braun for 40 years, until 1995. Braun is a well-known German manufacturer of electronic consumer products. Braun products are characterized by simple, refined design with an emphasis on function and reasonable cost. He has influenced many younger designers, including Jonathan Ive, the head of design for Apple. Of particular interest to all designers is Dieter Rams' personal definition of "good design". A profile of the man, some of his work, and his definition can be see online at www.designmuseum.org.

How does the Dieter Rams' definition of "good design" apply to the design of architectural sign programs? Many sign installations are over-designed. They are aggressive and demand too much attention. They exhibit personal expression rather than problem solving. Architectural signs should take their place as part of the building, like a door hinge or window. It is the designer's job to find the solution which integrates the architectural sign program into the environment in which it is placed. The solution need not be bland, just not overdone.