As head of design at Braun, the German consumer electronics manufacturer, Dieter Rams (born 1932) emerged as one of the most influential industrial designers of the late 20th century by defining an elegant, legible, yet rigorous visual language for its products.
Rams had Ten Principles of Good Design: Innovative. Usable. Aesthetic. Understandable. Discreet. Honest. Durable. Consistent to the last detail. Environmental. Minimalistic.
Product designer Dieter Rams became famous in the 20th century for his household products. Rams’ credo: “less is more” was a garantee for success. And some fifty years ago he came up with his 10 principles of good design. These guidelines remain valid even to this day.
See Dieter Rams’ famous Schneewittchensarg, in English Snow White’s Coffin. designed when he Rams was only 24 year old, and on the market in 1954. The Schneewittchensarg was considered a revolutionary in design.
The experiences during, between and after the two world wars continue to exert great influence on German thinking. During both wars the economy was geared fully towards producing armaments. There was little material, money and manpower to supply everyday consumer goods.
The years between the wars were filled with civil war type unrest, weak governments, and several phases of inflation including a dramatic hyper-inflation. The years after the Second World War were marked by hunger, lack of housing, severe winters, high unemployment and a fear of what the future would bring.
The entire West German economy had to be rebuilt. This was achieved surprisingly fast due to the generous and far-sighted help of the Western allies and on the production of high-quality technical products. After nearly thirty years of instability, unpredictability and hardship, there was a strong demand among the German people for reliable, durable, high quality products. The Germans wanted security and predictability.
The German product philosophy has not changed, even though there are few alive who experienced the war years. The experiences were so dramatic that they have been passed on to the younger generations. German products which carry the name Bosch, Siemens or Volkswagen speak to the experiences of both earlier and current generations.
The Mittelstand is often described as the heart of Germany’s economy – and rightly so, given that mid-sized firms account for the largest share of the country’s economic output, employ about 60 percent of all workers, provide crucial training, and contribute significantly to corporate tax revenues in Germany. See BDI
Ludwig Erhard, the Economics Minister who crafted post-war West Germany’s economic miracle (Wirtschaftswunder) warned against reducing the Mittelstand to a mere quantitative definition, but instead emphasized more qualitative characteristics which embody the German Mittelstand, as it is “much more of an ethos and a fundamental disposition of how one acts and behaves in society.”
TÜV Technischer Überwachungsverein. The Institute for Technical Testing has locations across Germany (and in many countries), applies vigorous testing procedures to products of all kinds. A TÜV certificate is a sign of the highest quality.
Stiftung Warentest. The Foundation for Product Testing, similar to Consumer Reports in the U.S., is an independent, neutral organization which tests critically over 200 products each year. Its standards are among the highest internationally, including all requirements defined by law. The media covers many of the test results.
The quality of a product is its most important characteristic. The testing results produced by TÜV and Stiftung Warentest are considered by Germans to be 100% reliable. Each have been taken to court many times for the critical scores they have given products. Neither organization has lost a court case.
Automobiles: Germans like to drive powerful, fast cars and are proud of their Autobahn with its lack of speed limits. At the same time they like to save money. This is reflected in their cars. Over the last twenty years the fuel efficiency of German cars has increased by 20%, while doubling their horsepower.
The VW Lupo 3L TDI is a case in point. It is the first mass produced car which can go 100 kilometers on 3 liters or less fuel, while maintaining the power of others compact cars.
The entire German car industry is constantly increasing the efficiency of its production methods. Most produce only 30-40% of the final product. The rest is developed and manufactured by a complex, sophisticated network of specialized suppliers, many of whom are located right next to their German customers.
Residential homes: Germans focus on building homes which maximize space. German houses tend to be small, certainly in comparison to homes in the U.S., which are twice the size.
German homes are built, and renovated, with an eye on energy conservation. Insulation and electricity efficiency are two of the key goals. And the German government supports these with generous subsidies via the KfW, Kreditanstalt für Wiederaufbau, the Bank for Reconstruction, founded in 1948.
This is especially the case with new construction and renovations, with the KfW offering ten different types of financial support linked to new efficiency technologies. All loans have borrowing rates guaranteed to be lower than the rate of inflation. In some situations, families receive cash payouts as subsidies.
Particularly popular, and subsidized by the government, are solar panels, which save electricity and reduce Germany‘s dependence on electricity produced by fossil fuels.
Water consumption: Since the 1980s ecological groups have been campaigning for less water use, in order to protect the environment and save money. Since then water conservation has become common in Germany. The manufacturers of showers, faucets, toilets, washers, dishwashers and other household appliances have developed and brought to market highly efficient products.
German households save so much water that waste water systems have difficulty keeping themselves clean due to too little waste water moving through the system. Local water works often need to flush through extra amounts of water in order to keep the system clean.
Electricity: Germany is not rich in resources. Coal is no longer in abundance. There is no oil to be drilled out of the ground. There are too few mountain ranges offering hydropower. And the German population has rejected nuclear power as a long-term solution to its energy needs. In order to protect itself from the ups and downs of the international energy markets, Germany has long since focused on developing renewable energy sources.
Several laws since 1999 support the development of so-called Ökostrom or bio-energy, guaranteeing minimum prices for those utilities who produce it. Its planned outcomes – reduced dependence on fossil fuels, development of renewable resources, ensuring long-term energy supply – have begun to occur. The share of total electricity production attributed to renewables has been increased from 5.4% to 20.3% in the timeframe 1999-2011.
Gasoline: The Ökosteuer or ecology tax is also applied to gasoline and diesel fuel, making up roughly 10% of the price at the pump. The purpose of the tax is twofold: reduce consumption of what is a limited resource, and increase the efficiency of automobiles. Leading German economic institutes have documented the positive effect thusfar: less driving and the development of more fuel-efficient cars.
The laws passed were controversial. Many were skeptical that they would have the predicted effect. But since then large segments of the population are convinced that Germany is on the right path. Two changes of government have not challenged their effectiveness. Germans are proud of the fact that their electricity grids never fail, that they are shutting down all of their nuclear energy plants, and that their companies are producing cutting-edge renewable energy technologies.
Unpuncturable – it can’t be punctured. No flat tire.
The Marathon Plus is the only bicycle tire in the world which is allowed to describe itself as unpuncturable. It is made by the German company Schwalbe with its patent on a Pannenschutzgürtel – literally flat tire protective belt. The belt is five millimeters thick and is made of highly elastic rubber. Neither thumbtacks nor glass can cut through it.
The Marathon Plus tire is not only unpuncturable, it has a so-called anti-aging exterior. Schwalbe’s goal was to create a truly durable product, a deep-seated German desire to make things which have Beständigkeit – resistance, stability, permanence, constancy.
Schwalbe was founded in 1992 by the Bohle family. It has remained a family-owned and -run company. It is the leading bicycle tire company in Europe, operates worldwide. They describe themselves as tire fanatics.
Qualität. Quality. Latin qualitas, how something has been made, a characteristic; how crafted; the sum or totality of characteristics; the level of workmanship.
Beschaffenheit. The outer, inner, material, make-up of something.
Tüftler. Tinkerer. Someone who with patience and stamina can work on a complex problem; a kind of inventor; a person who finds new ways to solve a difficult problem.
Ingenieur. Latin ingenium, an ingenious person, inventive, complex thinker; to create, produce; one trained at a university.
Dem Ingenieur ist nichts zu schwör! For the engineer is nothing too difficult, with Ingenieur and schwör rhyming, from the Engineer‘s Song by Hinrich Seidel, a German engineer and novelist of the 19th Century.
The text of the song contiues: Dem Ingenieur ist nichts zu schwere – Er lacht und spricht, geht dieses nicht, so geht doch das! For the engineer is nothing is too difficult. He laughs and claims: It this doesn‘t work, then that will!
Wo man ihm ein Rätsel schenkt, steht der Ingenieur und denkt. When he‘s given a problem, the engineer stands still and ponders, with schenkt (to give) and denkt (to think) rhyming. Engineers are tinkerers. They‘ll work on something until they find an acceptable solution.
Tom Scholz. MIT graduate. Engineer. Focused on his craft. Uninterested in money or fame or music labels. Taught himself how to play the electrical guitar. Scholz. An American. Of German descent.
YouTube comments:
“I was 16 and (fortunately) working at a local record store on release day for the first album. The boss / owner and I unboxed all the new releases and put them on the hit wall before opening. We maybe got 30 copies. I thought the cover was pretty intriguing so cracked the album for some in store play. We stopped what we were doing and listened to the whole album play through just looking at each other in amazement. Still remember what he said: “Every damn song is a hit.” He placed an order for at least 60 more before we even opened the store. The album stayed in play all day and …every customer that came in that morning bought a copy. Never saw anything like it, before or since.”
“I’m 61 and remember hearing “More Than a Feeling” sitting in the back seat of our station wagon while heading to Atlanta from my home in south Georgia. When we got back home a few days later, I gathered my savings from working in the fields and caught a ride with my sister to a local record store. I bought the album and still have it to this day. I was floored after putting it on my dad’s big stereo. I read the back cover over and over as I re-played the album several times straight through some massive earphones. I’ll never forget that glorious day. Thanks, Tom!”
“I’m 64 and I can remember the first time I heard the debut Boston album like it was yesterday. I was 16, in another town playing hockey. My buddy were walking around and saw a cool looking long haired dude setting up 4 house speakers on his lawn. More Than a Feeling started and I was mesmerized. The sound, the guitars, were like nothing I had ever heard. Still get goosebumps from this record. A true masterpiece from a Master.”
“A good friend of mine met Tom when they came through Spokane in ’77 or ’78. My friend was working as a bellhop/waiter at the new Sheraton hotel, Boston was in town for a concert. My buddy knew they were staying at the hotel, and when he delivered room service up to Tom’s room, he brought his copy of that first Boston album up to the room with him. Got all the signatures (as I recall) on the album. I was jealous a bit, but happy for him.”