美国工业设计的职业化

ThePrincipalDesignersOfStreamliningRaymondLoewyNormanBelGeddesHenryDreyfussLuigi,ColaniRaymondLoewyBiography罗维（RaymondLoewy，1893—1986）是第一代自由设计师中最负盛名的。他是第一位上《生活》周刊封面的设计师，在该刊列举的“形成美国的一百件大事”中，罗维于1929年在纽约开设设计事务所被列为第87件，可见影响之大。他出生于巴黎，曾在军中服役，后来到美国从事插图和橱窗陈列工作。raymondloewy(1893-1986)他的第一个工业设计是1929年为吉斯特纳公司重新设计的速印机（图9-2）。当时公司给他5天时间进行这项工作，在如此短的时间内只能完成视觉简化工作，但吉斯特纳公司对此印象颇佳，便委托他对后来的一些型号进行彻底的改型设计。罗维将改善外观与提高操作效率及减少清洁面积结合起来，使原来油腻、零乱的机器变成了一种时髦的流线型产品，影响至今。RaymondLoewyRaymondLoewy罗维于1935年设计的“可德斯波特”牌电冰箱（图9-3）提供了一个设计对于销售活动产生重大影响的范例。早期的冰箱在外观上一直是纪念碑式的，置于高而弯曲的腿上，还有一个暴露的冷凝器。罗维的设计将整个冰箱包容于一个朴素的白色珐琅质钢板箱之内，箱门与门框平齐，其镀镍的五金件试图给人一种珍宝般的质量感，在光洁的背景下十分耀眼。冰箱内部经过精心设计后可放置不同形状和大小的容器。这种冰箱有半自动除霜器和即时脱冰块的制冰盘等装置。这一型号成了冰箱设计的新潮流，年度销量从1.5万台猛增到27.5万台。罗维还长于运输工具的设计，在20世纪30年代设计了各种汽车、火车和轮船，影响很大。他也是流线型风格的积极倡导者，在这一时期所作的大多数设计都带有明显的流线型风格。1932年，罗维设计了“休普莫拜尔”小汽车（图9-4），该车是获得美国汽车阶层好评的首批车型之一，标志着对于老式轿车的重大突破。RaymondLoewyS-1locomotive19381937年，罗维为宾夕法尼亚铁路公司设计了K45/S-1型机车（图9-5）。这是一件典型的流线型作品，车头采用了纺锤状造型，不但减少了1/3的风阻，而且给人一种象征高速运动的现代感。RaymondLoewyTheAutomobileoftheFuture(1938)andTheTaxicaboftheFuture(1938).BothwerepresentedattheWorld'sFair,1939.Inthisgoldenageoftheairbrush,asheenwasgiventometalandglass.Trainsofmistbehindthewheelsandbodyenhancedthelookofmovement.Loewywasdedicatedtotheteardropshapeasscientificallytheperfectshape,theultimateshape.RaymondLoewygreyhoundlinesbusDesign1940busgreyhoundbusloewywasfirstapproachedbythegreyhoundcorporationtoredesignitslogo.thecompany’slogolookedlikea'fatmongrel'hesaid.so,hecreatedaslimmed-downversionthatisstillusedtoday.laterhedevelopedthedesignforgreyhound’sscenicruisermotorcoach.heandhisteambuiltafullsizemock-upcompletewithseatsandawashroom.RaymondLoewyTheStudebakerCommanderStarlinerloewyhadstartedwithstudebakerin1936asaconsultantforexteriors,hecounteredtheu.s.carindustry'spreferenceforchromeandtailfins:thecarshereferredtoas'jukeboxesonwheels'.in1953paulhoffman,thenpresidentofstudebaker,commissionedraymondloewytodesignacarforthe'youngersegmentofautomobileusers'.thestarlinerwouldlaterbeknownasthe'firstamericansportscar.'thoughloewyusuallyreceivesthecredit,theactualdesignofthecarwaslargelydonebyroberte.bourke(1916-1996)-startingin1951-whoheadedtheraymondloewyassociatesstudebakeroperationinsouthbend,indianafrom1949to1955.thestarliner'sinnovativeappearanceincluded:-alonger,widerandlowerappearancethanwhatwasstandardatthetime;-limiteduseofchrome;-aslopingnose;and-aconcealedradiator.RaymondLoewyhealsodesignedstudebaker'slastcarbeforeitsdemise,theavantiof1961/1962,asleek,futuristicsportscar.(avanti,italianfor'forward)sherwoodegbert,thenewpresidentofstudebaker,hiredraymondloewytohelpenergizestudebaker’ssoon-to-bereleasedlineof1963passengercarstoattractyoungerbuyers.loewyagreedtotakeonthejob,despitetheshort40-dayscheduleallowedtoproduceafinisheddesignandscalemodel.thecarreceivedravereviews,butbecauseofaseriesofproductionproblems,thepublichadtowaittodriveit.studebakercorporationclosedin1963,anditwasn'tuntil1965,whentheavantimotorcorporationwasformed,thattheavantiwentbackintoproduction.hismaindirectionincludedthefollowingpoints:-minimizechrome-avoiddecorativemoldings-accentthewedge-shapedsilhouette-stresslong,down-slantedhood-abbreviatetherearandtuckitunder-placeinstrumentpaneloverhead,abovewindshieldasinaircraft-installaircraft-typeknobsandleversontheconsole-pinchthewaistline,asLeMans-typeracingcars-designhoodswithanoff-centerpanel-accentspacecraft“reentrycurve”wheelopenings-simplediscwheelsStudebaker'sAvanti,1962/1963RaymondLoewyAirForceOneRaymondLoewythecocacolabottlere-design可口可乐标志及饮料瓶的设计也是罗维20世纪30年代的成功之作。他采用白色作为字体的基本色，并采用飘逸、流畅的字形来体现软饮料的特色。深褐色的饮料瓶衬托出白色的字体，十分清爽宜人，加上颇具特点的新瓶造型，使可口可乐焕然一新，畅销全球。RaymondLoewyeversharp'symphony'pen,1948introducedin1948,the'symphony'wasoneofthefirstpensaggressivelymarketedasstyledbyafameddesigner.eversharphadturnedtoloewyandcommissionedanewfountainpeninanattempttoregainitsshareofthewritinginstrumentmarket.the'symphony'penfeaturesametalcap,platedwitheitherchromeorgoldandtrimmedwithcontrastingmetal.thepenwasalsoofferedwitheitherasolidgoldorsterlingsilvercap.despitemarketingthatplayedupthepen'sstylinganditsfameddesigner,itwasnotabigseller,andproductionceasedin1953.eversharpwasunabletoturnitselfaroundandwaspurchasedbyparkerin1957.RaymondLoewyPencilSharpener,1953thedesignofthepencilsharpeneralmostmakesitmoresuitableforaspeedtrialthansimpleofficework...DF2000cabinetfurnitureforDF2000,francecabinet,twelvedrawersandonedoorwithgraduatedredheadboard,lift-upstorageandlampswithattachednightstandscabinet,verticalcabinetwhiteplasticfrontsandlift-upmirroroversixdrawers,slotforhangingclothes.RaymondLoewyElnaLotusSewingMachine(1968)RaymondLoewythebarintheBroadwayLimitedhigh-speedtrain,1938.RaymondLoewyCuehmonatheshelllogo1967theexxonlogoluckystrikepackage1965CreatescorporateidentityforBritishPetroleum(BP)RaymondLoewyNormanBelGeddes盖茨（NormanBelGeddes）也是美国最早开业的职业设计师之一。与提革一样，他也曾经营过广告业，并由此转入舞台设计而取得很大成功，而后又成了一位有名望的商店橱窗展示设计师，其展示设计常极富戏剧性。由于职业关系，他对工业产品的设计与改型深感兴趣，进而开始从事工业设计工作。NormanBelGeddes(1893-1958)Airlinerno.4,NormanBelGeddeswithOttoKoller,1929在设计