CMG Worldwide Welcomes You to the Official Website of Raymond Loewy
After a brief but promising career as a fashion illustrator, Raymond Loewy dedicated his talent to the field of industrial design. Loewy’s creative genius was innate, and his effect on the industry was immediate. He literally revolutionized the industry, working as a consultant for more than 200 companies and creating product designs for everything from cigarette packs and refrigerators, to cars and spacecrafts. Loewy lived by his own famous MAYA principle – Most Advanced Yet Acceptable. He believed that, “The adult public’s taste is not necessarily ready to accept the logical solutions to their requirements if the solution implies too vast a departure from what they have been conditioned into accepting as the norm.”
A popular lecturer as well, Loewy spoke at institutions such as the Massachusetts Institute of Technology, Columbia University, and the University of Leningrad. He founded three design companies: Raymond Loewy and Associates, New York; Raymond Loewy International, London; and Compagnie de I’Esthetique Industrielle, Paris. His writings include The Locomotive: Its Aesthetics (1937), the autobiography Never Leave Well Enough Alone (1951) and Industrial Design (1951).
- 1975 Smithsonian Institution opened The Designs of Raymond Loewy, a four-month exhibit dedicated to “the man who changed the face of industrial design.”
- 1972 Poll of stylists representing the Big Three automakers voted his 1953 Studebaker Starliner Coupé an “industry best.” Also named one of the most influential Americans by LIFE magazine.
- 1967 Began working as a habitability consultant to NASA.
- 1965 Joined the President’s Committee on Employment of the Handicapped.
- 1962 After designing the Shell logo, it becomes such a recognizable icon that Shell drops its name from their advertisements.
- 1961 Designed the Studebaker Avanti, holding to the motto, “weight is the enemy.”
- 1954 Designed the Greyhound bus.
- 1953 Designed the Studebaker Starliner Coupé, which the Museum of Modern Art later called a “work of art.”
- 1952 Founded the Compagnie de I’Esthetique Industrielle in Paris, France.
- 1951 Published second design textbook, Industrial Design, and his autobiography Never Leave Well Enough Alone.
- 1949 Appeared on the cover of TIME magazine.
- 1939 Redesigned the Lucky Strike cigarette packaging.
- 1937 Published first book, The Locomotive: Its Aesthetics.
- 1936 Designed the GG-1 electric locomotive for the Pennsylvania Railroad.
- 1934 Designed the Coldspot refrigerator for Sears Roebuck & Company.
- 1930 Hired as a consultant by the Hupp Motor Company.
- 1929 Redesigned the Gestetner mimeograph machine. Founder and art director of Raymond Loewy, William Snaith, Inc., in New York City (later established as Raymond Loewy International).
- 1919 Provided popular fashion illustrations for magazines such as Vogue and Harper’s Bazaar. Freelanced as a window designer for department stores, including Saks Fifth Avenue and Macy’s.
The Raymond Loewy Foundation was established with the specific objectives of preserving Raymond Loewy’s image and heritage and promoting the discipline of design internationally. Each year it awards the Lucky Strike Designer Award and the Lucky Strike Junior Designer Award. Past recipients include Donna Karan, Karl Lagerfeld and Michael Ballhaus. Read more by visiting the …
Creative work should be fresh but also familiar. Raymond Loewy’s Maya theory explains why. The Account Planning Group’s inspirational Creative Strategy Awards closed for entries this week. At the risk of imperilling 101’s entries, and at odds with the prevailing awards tide, I hope the venerable judges find time to salute those strategies that demonstrate …
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