• D&AD Awards 2018
    Extended Deadline 28 Feb
  • Extended Deadline
  • 28 February
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Less and More - The Design Ethos of Dieter Rams

Award: Wood Pencil

Wood Pencil / Book Design / Entire Books / 2009

Dieter Rams, who was at the vanguard of the increasingly complex industrial design in the 20th Century, held onto his principle of 'less but better'. Controlling the appetite for decoration that designers are often eager to satisfy, Rams always wanted to be faithful to the entity of products. It is Rams' ideal and ideas that this poster’s design aims to express. The pure form of Rams' product is extracted by effacing its 'skin' to the limit and highlighting its 'bones', while the details about which Rams has been particular are enhanced by a strong lightness contrast. The border between appearance and disappearance or the limit of existence; this is what had to be discerned to visualise 'less but better'.

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