Raymond Lowe - the man who turned design into a science

"Never settle for "good enough". The French-Jewish designer Raymond Luoy who settled in the USA designed the Frigidaire refrigerator, locomotives, cars, airplanes and the Coca Cola can. And unfortunately Lucky Strike cigarettes * was also responsible for improving the production and distribution of the products and the American industry as we know it

Raymond Levy (Levy) (1893-1986) was a master designer and the most versatile ambassador of the field. He was one of the central figures in the field of industrial design in North America and according to experts in the field, Lowe's design philosophy influences the world of design to this day.

Lowe was the first to understand that design is a marketing factor: "If you have two products that are not different in terms of price, features and quality, the product that is more attractive in terms of appearance will win the race."

Lowe used pragmatic terms to emphasize his concept of design which was the secret to his success. Between 1925 and 1980, he designed products that influenced everyday American culture. Lowe, whose hallmark was smooth and straightforward planning, gave the "American way of life" a new identity. It has given a new identity and a cosmetic overhaul to many products ranging from cars to toothpaste tubes, office furniture, beach mattresses, lipsticks and coffee cups. Many of the products Lowe designed are still sold today, including the Studebaker - the symbol of American cars and the refrigerator "Frigider" which has become a generic name for refrigerators to this day. Lowe's also produced the brands that represented technical progress in the 20th century. For example, the logo of the energy company, the Coca Cola bottle, the symbols of Exxon and BP that bore his signature.

Unfortunately (I do not encourage AB smoking), he was also responsible for the famous American cigarette brand Lucky Strike, which is still in use today, when he changed the appearance of the wrapper due to a shortage of green dye materials during the World War years, and printed the circle on both sides.

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For Lowe, it wasn't just the design that was important. He believed that the role of the designer is much more complex. He researched the market and examined new desires and needs of the customers. In addition to the design, he also gave equal right to the requirements of user-friendliness, ease of use, production costs and selling price. "He straightened the sales curve" the weekly Time wrote about him in 1949. Already in the 40s, the fields of design management and design consulting were an important component of his philosophy.

"Never be satisfied with 'good enough,'" Lowe wrote in his autobiography in 1951. Time and the German weekly Spiegel then wrote about Lowe and his "struggle against bad taste".

Louie, whose honest style has become a driving force for consumers in the Western world, defined himself as a "messenger of simplicity and restraint", but at the same time he said: "I can say of myself that I am the one who made the physical side of the 20th century more beautiful." These principles of beauty through function and simplicity are still the demand of the manufacturing industry today. His work influences planners and consumer decisions to this day."

Based on the summary of his life on the website operated by the Raymond Loewy Foundation operating in Germany