1 N GOOD SHAPE Style in lndustrial Produds

1900to 1960

Stephen Bayley

inm;a VAN NOSTRAND REINHOLD COMPANY ~ NEW YORK CINCINNATI TORONTO LONOON llELBOURNI!

'Design' from Cesare Ripa's Iconologia, 1625

CONTENTS Foreword by Lord Reilly 9

Preface 10

Industrial Design in the Twentieth Century 13

Texts 1910 Joseph-August Lux

A Bicycle is Beautiful 25 1916 Arthur Clutton Brock

A Modem Creed of Work 28 1922 Peter Behrens

Sfyk? n 1927 Curt Ewald

Thoughts on the Shape of Trains 36 1930 Philip Morton Shand

Resistance to Rationalisation 41 1934 N orman Bel Geddes

Design is a Matter of Thinking 1937 Council for Art and Industry

Art and the T echnician 1937 Nikolaus Pevsner

The Responsibility of the Public 1938 Anthony Bertram

De Gustibus non est Disputandum 1940 Walter Dorwin Teague

Garage or Temple? 1940 Harold Van Doren

Buttons f or Levers, the Borrowed Streamline

1945 Raymond Loewy Delivering the Goods

1949 Gordon Russell Qood Design is not a Luxury

45

48

52

58

62

67

71

73

5

1955 Reyner Banham 1926 S33 Tubular Steel Chair 120 Sharp Practice 77 1927 WeissenhofTubular Steel Chair 121

1955 Henry Dreyfuss 1927 Philips Type 2514 Radio Receiver 122 Design and Good Living 82 c1927 AEG Hairdrier 123

1957 Roland Barthes 1928 Night Light 124 Cars are our Cathedrals 88 1929 Toledo Counter Scale 125

1960 Richard Hamilton 1929 Siemens Neophone 126 just what it is 90 1929 Gestetner Model 66 Office

1960 Edgar Kaufmann Jr Duplicator 127 The Road to Ornament 95 1929 Lockheed Sirius Monoplane 128

Products 98 1929 HMV Model 102 Gramophone 129 1898 Edison Horne Model A Phonograph 99 1930 Braun Radio-Record Player 130 1900 Ideal Typewriter 100 c1930 Desk Lamp 131 1900 Kodak Brownie Camera 101 c1930 Fuld Telephone 132 1901 Strowger Telephone 102 c1930 Kettle 133 1904 Telephone 103 1931 Siemens Telephone 134 1905 Raleigh Bicycle 104 1931 Rolleiflex Camera 135

c1906 Strowger Calling Dial 105 1931 Adler Limousine 136 c1908 AEG Electric Kettle 106 1932 Zippo Cigarette Lighter 137 1909 Hymnophon Gramophone 107 1932 SGE Oriole Stove 138

c1911 AEG Electric Fan 108 1933 Ekco Model AC74 Radio 139 c1912 Motor Boat MV Ritschy II 109 1930-33 Huonekalu Stacking Stools 140 1913 Leica Prototype Camera 110 1933-34 Braun Radio-Record Player 141 1918 Electrolux Model 5 Vacuum Cleaner · 111 1934 Anglepoise Light 142 1919 Citroen Type A Motor Car 112 1934 Chrysler Airflow Motor Car 143

c1923 Harris Visible Typewriter 113 1934 Citroen llCV Motor Car 144 1924 Copper Teapot 114 1934 Electrolux Refrigerator 145

c1924 Chromium-plated Steel Teapot 115 1934 Douglas DC-3 Airliner 146 c1924 Gecophone Model BC 3200 Radio 116 1936 Coldspot Refrigerator 147 1924 Chromium-plated Steel Table Lamp 117 c1936 Kodak Brownie Camera 148 1926 Excelda Gramophone 118 1936 Pennsylvania Railroad Engine 3768 149

1925-26 B3 Wassily Chair 119 pre 1940 Service Station for Texaco Gasoline 150

6

1937 Bell Telephone 151 1954 Hoover Vacuum Cleaner 181 1937 Minox Camera 152 1954 Vickers Viscount Airliner 182 1938 Murphy Model A5i Radio 153 1954 Parker Ball-pöint Pen 183 1938 Cadillac 60 Special Motor Car 154 1954 Ford Thunderbird Motor Car 184 1939 Citroen 2CV Motor Car 155 1955 Braun Model SK2 Radio 185 1939 Phonola Moulded Plastics Radio 156 c1955 Hyster Fork-lift Truck 186 1939 Ferranti Model 139 Radio 157 1955 Boeing 707 Jetliner 187 1939 Parker 51 Fountain Pen · 158 1955 Stenafax Duplicator 188 1939 International Harvester Farmall 1955 Frigidaire Refrigerator 189

Tractor 159 1955 Citroen DS 19 Motor Car 190 1945 Ekco Model A22 Radio 160 1956 Chair and Ottoman 191 1946 Vespa Motor Scooter 161 1956 Pam Model 710 Transistor Radio 192 1948 Olivetti Lexikon 80 Typewriter 162 1956 REM Vacuum Cleaner 193 1948 Morris Minor Motor Car 163 1956 SNCASE Alouette Helicopter 194

c1949 Mullard Model MAS 276 Radio 164 . 1957 Imperial Portable Typewriter 195 1948-49 Zeiss Conta:x: S Camera 165 1957 Braun Model KM321 Kitchen

1949 Coffee Machine 166 Machine 196 1949 Fiat 1100 Cabriolet Motor Car 167 1957 Wall Clock 197 1950 Olivetti Lettera 22 Portable 1959 IBM Executive Electric Typewriter 198

Typewriter 168 1959 Fiat 500 Motor Car 199 1950 Saab 92 Motor Car 169 1958-59 Olivetti Tekne 3 Typewriter 200 1950 Braun Model S50 Electric Razor 170 1959 Television Set (Project) 201 1950 Rernington Standard Typewriter 171 1959 Braun Portable Radio-Record Player 202 1950 KB Model FBlOC Radio 172 1959 Austin A40 Motor Car 203 1952 Porsche Model 356 Motor Car 173 1959 Morris Mini Minor Motor Car 204 1952 Chair in Steel Wire 174 1960-61 AEG Food Mixer 205 1953 Studebaker Commander Motor Car 175 1961 Braun Electric Desk Fan 206 1953 Remington Electric Razor 176 1961 IBM 72 Golfball Electric Typewriter 207 1953 Isetta Motor Car 177 1962 Braun Stereo Record Player 1953 Chevrolet Corvette Motor Car 178 andRadio 208 1953 Volvo Amazon Motor Car 179 1962 Siemens Model 14 Stereo Tape 1954 Nash Metropolitan Motor Car 180 Recorder 209

7

1962 Teknitron Siera SN59T 348A Marcello Nizzoli 228 Television 210 Eliot Noyes 228

1963 Kodak Instamatic 100 Camera 211 DieterRams 229 1964 Turntable 212 Egil Rein 230 1968 Plastics Folding Telephone 213 Gordon Russell 230

Peter Sieber 231 Biographies 214 J0rgen Skogheim 231

Alvar Aalto 215 Ettore Sottsass Jr 231 Peter Behrens 215 Mart Stam 232 Norman Bel Geddes 216 Walter Dorwin Teague 232 Mario Bellini 217 Wilhelm Wagenfeld 233 Harry Bertoia 217 Marco Zanuso 233 Pierre Boulanger 218

Dates 234 Marianne Brandt 218

Marcel Breuer 218 Bibliography 236

Achille Castiglioni 219 Acknowledgments 243 Serge Chermayeff 219

Index Wells Coates 220· 244

Joe (Cesare) Colombo 220 Henry Dreyfuss 221 Charles Eames 221

Harley J Earl 222 Fritz Eichler 222

Dante Giacosa 223

Hans Gugelot 223

Alec Issigonis 224

Edgar Kaufmann Jr 224

Raymond Loewy 225

Mies van der Rohe 226

William Mitchell 226

Uszl6 Moholy-Nagy 227

George Nelson 227

8