Raymond Loewy

designer (1893-1986)

Raymond Loewy (November 5, 1893 - July 14, 1986) was a French designer, active mainly in the U.S., with an artistic taste un'intraprendenza European and American industrial design has transformed from an art to discipline large economic. 

Born and educated in Paris, soon began to work in the design, creating a model airplane that won the James Gordon Bennett Cup in 1908, then entered the model in the trade name Ayrel. Loewy served in the French army in the First World War, then moved to USA at the end of the conflict in 1919. 

Took up residence in New York, working as a window dresser for some department stores including the famous Macy's. Meanwhile, he continued collaborations with newspapers and magazines, creating illustrations for Vogue and Harper's Bazaar. In 1929, he obtained the first real work of the commission of an industrial design: a modernization of the Gestetner mimeograph. Later he also worked for Westinghouse, he designed the bodywork for Hupp's Hupmobile and the Sears-Roebuck Coldspot refrigerator. Given the success, he opened a studio in London in mid-thirties. 

Raymond Loewy is considered the "father of industrial design" and is definitely one of the most influential designers of the twentieth century with his work has left a mark on everyday life by creating appliances, transportation, and successful brands as the Shell logo, the Greyhound bus, the S-1 locomotive, the Lucky Strike package, the Coldspot refrigerator, the Studebaker Avanti. 

Loewy was one of the first to discover the link between design and business, and explained this relationship by stating: "Between two products are identical in price, functionality and quality, the more beautiful it will be the best-selling". The thought of Raymond Loewy continues to inspire the design world and is still in tune with the needs of industrial production.

Famous projects by Raymond Loewy:

Pack of cigarettes Lucky Strike, 1940
Logo Shell, 1971
Bottle of Coca-Cola, redesigned in 1955, the white logo
Logo Exxon
Greyhound buses Scenicruiser, 1954
Shortwave radio Hallicrafters S-38
Can Coca-Cola aluminum diamond, 1960
Livery blue-white-chrome Air Force One, 1962
Baldwin Locomotive DR-4.4.15 "Sharknose" (nose shark)
Diesel locomotives Fairbanks-Morse
Farmall tractor
Philishave electric shaver in 1948 in the form of "mouse"
R40 coach of the New York City Transit Authority
Ships of Panama Line: SS Ancon, SS Cristobal and SS Panama
Steam locomotives for the Pennsylvania Railroad
5 cent stamp from John Kennedy, 1964
Studebaker car: Studebaker Champion, Studebaker Commander, Studebaker Avanti
Lancia Flaminia "Loraymo" 1960