Brian's History of Communication Design Blog

Weekly exposition on recent learnings.

Sir Jonathan Ive

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Jonathan Ive began working for Apple and designed the Newton’s MessagePad110. His breakthrough assignment was when he was tasked to design the first generation of iMacs. He has subsequently designed the iPod, the iPhone and more. He is now chief designer at Apple.

He is heavily influenced by Braun’s Dieter Rams, and in particular by Rams’ ten principles of good design.

According to Rams, good design:

  • is innovative
  • makes a product useful
  • is aesthetic
  • makes a product understandable
  • is unobtrusive
  • is honest
  • is long-lasting
  • is thorough down to the last detail
  • is environmentally friendly
  • is as little design as possible


Although I have no citation to back this up, Rams, and therefore Ive, may have have been influenced by the Bauhaus movement in their approach to design. The clarity and simplicity and modernism directly stems from the Bauhaus approach. (Thanks to Chris for pointing me in that direction.)


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