As head of design at Braun, the German consumer electronics manufacturer, Dieter Rams 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 once explained his design approach in the phrase “Weniger, aber besser” which freely translates as “Less, but better.” Many of his designs — coffee makers, calculators, radios, audio/visual equipment, consumer appliances and office products — have found a permanent home at many museums over the world, including MoMA in New York.

Dieter Rams‘ Ten Principles of good design:

01. Good design is innovative.
02. Good design makes a product useful.
03. Good design is aesthetic.
04. Good design makes a product understandable.
05. Good design is unobtrusive.
06. Good design is honest.
07. Good design is long-lasting.
08. Good design is thorough down to the last detail.
09. Good design is environmentally friendly.
10. Good design is as little design as possible.

Dieter Rams ‘Less And More’ exhibition at the Design Museum in London runs until March 7th 2010. The exhibition showcase Rams’ landmark designs for Braun and furniture manufacturer Vitsœ, examine how Rams’ design ethos inspired Braun’s entire product range for over 40 years, and assess his lasting influence on today’s design landscape.

All photos courtesy of Edward Chiu (HB) and Wallpaper*.