Combinations and arrangements Everything designed has an element of arbitrariness in its form. Loewy described how groups of his designers used to go about designing a new model automobile. Different groups were given different tasks, such as the front and rear of the car, and the conceptual work began, to be cut off at some predetermined time by deadlines that were imposed at the outset. After a time, there were "piles of rough sketches," and Loewy saw the design proceed as follows: Now the important process of elimination begins. From the roughs, I select the designs that indicate germinal direction. Those that show the greatest promise are studied in detail, and these in turn are used in combination or arrangements with one another. A promising front treatment can be tried in combination with a likely side elevation sketch, etc. From this a new set of designs emerges. These are then sketched in detail. After careful analysis, they boil down to four or five. Raymond Loewy, The Evolution of Useful Things Useless work on useful things drawing
Such an unholy alliance Something was wrong, according to Raymond Loewy, who admitted that, "with few exceptions, the [competitors'] products were good." He was "disappointed and amazed at their poor physical appearance, their clumsiness, and...their design vulgarity." He found "quality and ugliness combined," and wondered about "such an unholy alliance." ...Loewy was also "shocked by the fact that most preeminent engineers, executive geniuses, and financial titans seemed to live in an aesthetic vacuum," and he believed that he could "add something to the field." But, not surprisingly, the people he approached were "rough, antagonistic, often resentful." Raymond Loewy, The Evolution of Useful Things On TasteWe might as well make them beautifulRestrained beauty aesthetics
Having quite lost sight of the principle But the coppersmiths themselves, in their desire to do better or otherwise than their predecessors, soon quit the line of truth and propriety. There comes then a second coppersmith, who proposes to modify the form of the primitive vase in order to seduce the purchaser with the attraction of novelty...and it becomes fashionable, and everybody in town must have one of the vases made by the second coppersmith. A third, seeing the success of this expedient, goes still further, and makes a third vase, with rounder outlines, for anybody who will buy it. Having quite lost sight of the principle, he becomes capricious and fanciful...yet everyone applauds the new vase, and the third coppersmith is regarded as having singularly perfected his art, while in fact he has only robbed the original work of all its style, and produced an object which is really ugly and comparatively inconvenient. Eugène Viollet-le-Duc, Discourses on Architecture CamelsStyle consists in distinction of form fashionnovelty