Benetton Logos

I have written often about the overwhelming importance of design in successfully differentiating and branding products. We all know examples of well-designed products that become standards. The Ferrari sports car, the Rolex watch, the Barbie Doll, a Krups toaster or the PEZ candy dispenser are obvious examples of packaging, or product design that become ubiquitous to consumers around the world. When the rare Ferrari Testarossa roars by on the highway, we instantly know that the "yellow prancing horse" badge sits proudly and desirably on the world's most exotically styled automobile.

One of the most famous industrial designers of the 20th century was Raymond Loewy. Born in France, Mr. Loewy became the designer of choice for manufacturers of consumable and non-consumable consumer products, industrial transport and corporate logo's as a result of the simple design cues that he often built his products around. Visitors to the Loewy shop often noted that there was a bowl of eggs prominently placed in his office. Eggs were a real creative prop for all of Loewy's associates. They were not on hand to be deviled and eaten.

Raymond Loewy felt that the egg was nature's perfect shape. The egg is oval, circular, oblong, smooth, white, and a peculiar combination of strong and brittle. No other shape is so compelling. When viewed it is pleasing, when held it is comforting. He made every effort to utilize the splendid inherent design features of the egg in his industrial design work. The simplicity of the shape became identifiable in "Loewy product designs".

By Geoff Ficke

Source: EzineArticles.com/1829981

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