John Heskett

Industrial Design

180 illustrations

MCAST 0 @ Thames a Hudson

Contents

Introduction

I From traditional crafts to industrial art

2 Industrialization and the search for harmony

3 The 'American system' and mass- production

4 Standardization and rationalization

5 Art and industry in the early twentieth century

6 The emergence of professional industrial design

7 The introduction of streamlining

8 Corporate design and product identity

9 Technological innovation and design for the home

10 Play, learning, work and leisure

I I Mass-production and individual choice

12 Design and politics

Conclusion

Select bibliography

Index

Index Italic numbers refer to illustrations

Aalto, Alvar I 14, I 17; 89 Adam, Robert and James 15 Adler Cabriolet 102 AEG 69-70, 90, 146, 153; 49-50 'Aga' cookers 146 pgnew, Kenneth 179 Airstream' trailer 170; 147

Albers, Josef IOI

All Union Scientific Research Council for Industrial Design (USSR) 200

'American Beauty' electric iron 153 American Heater Co. 153 American Horologe Co. 53 American Posture League 80 American Sales Book Co. 106 American Standards Association 71 Ames, Kenneth L. 59 'Anglepoise' lamp 80 Arabia ceramics I 17 Archer, L. Bruce 203, 206 Arens, Egmont I 10 Art Nouveau 85-7 Artek 114 Arts and Crafts Movement 26, 62, 85,

116, 196, 198 Arvatov, B. 98-9 Atlas Copco 170; 14-3 Atvidabergs I 18 Avenarius, Ferdinand 92

BACISAC 'Concorde' 201; 176 Baekeland, Dr Leo 155 Banham, P. Reyner 168 Barman, Christian 126 Barnes, Jlm 109 Bauhaus 101-4, 116 'Beauty oflabour' 194; 167-8 Beecher, Catherine 80; 61 Behrens, Peter 70, 85, 9-1, 102; 49-52 Be1 Geddes, Norman I I I , 120, 140,

145; 86,119 Bell Telephones 107-8, 126; 84 Bellini, Mario 139 Belter, John Henry 43; 26 Bentham. Sir Samuel 5 I Berlin elevated tramway 91 Berlin Stadtbahn 132-3: 108 Berliner Mobelfabrik 91 Bemadotte, Sigvard 118 Berry, A.F. 147 Berry 'Magicoal' fire 148; 120 Bertone 126 Bill, Max 104 B~ssell, Melville R. 15-1 Bjom, Acton I 18 Black and Decker 168

Black, Misha 9, 204 Blackett, Christopher 30; 12 Board of Trade (UK) 196 Boeing aircraft: 'B29' 174; '247' 121;

'707' 135; '747' 187 Bonsieppe, Gui 203-5 Booth, Henry 30; 13 Boulanger, P~erre 124 Boulton, Matthew 13-15. 18; 1-2 Brandt, Marianne 102; 79 Braque, Georges 93 Braun, Artur and Edwin 142 Braun 'Kitchen Machine' 141; 116 Breer, Car1 123 Breuer, Marcel 102, 116, 140; 80 'Britain Can Make It' exhibition 186 British Engineering Standards Asso-

ciation 71 British Prometheus 146 British Standards Institute 71 Brookes Stevens 172 Brownell, Frank 58 Bruckmann, Peter 90 Brunel, Isambard Kingdom 182 Brunel, Marc 51 Brunswick Co. I59 Bruynzeel kitchen 76; 57 Budd Manufacturing Co. 130; 104 Bugatti, Ettore 128; 103 Burlington Zephyr 130; 104

Cadillac cars 122; 1948 Coupe 178; 1955 'Eldorado' 178; 154

Callot, Jacques 12 Castagna 121 Cawardine, George 60 Chadwick, Hulme 170; 145 Chapman, Dave 109, 159, 172 Chermayeff, Serge I 16 Christiansen, Ole Kirk 158 Chrysler Co. 122; 'Airflow' 123, 170;

98 City o f Salina 129 Clough, Jefferson M. 57 Coates, Wells 116 Colbourn, Zarah 27 'Coldspot' refrigerator 106, 146; 83 Cole, Henry 2-1, 24, 27 Colt, Samuel 52-4, 56; 32,34 Columbian Exposition, Chicago 146 Constructivism 85, 98 Consumers' Union (US) 180 Corning Glass 143-4; 117 Council of Industrial Design 199 Crompton and Co. 146

Crystal Palace Electrical Exhibition 146

Cubism 92-4

DAF 'Fz6oo' lorry 164 D'Aveze, Marquis 184 De Havilland DH88 Comet aircraft

I22 Delmenhorster Linoleum Fabrik 91 Dennison, Aaron L. 53 DePree, D.J. 136 De Puy, Roland G. 117 'Desien for Need' conference 2oc ~ e s k e ~ , Donald 109 De Stijlg6-7 Deutsch Normen Ausschuss 71 Deutsche Technik 193; 166 Deutsche Warenkunde 92 Deutsche Werkstatten, Hellerau 91 DIN 'A-format' 76 Dixon. James 25; 10

Douglasaircraft: 'DCI' 1z1;'DCz' 122, 96; 'DC3' 123, 130, 197

Donlton, Henry 24, 44 Doulton wares 44, 87; 27, 68 Dresser, Christopher 24-6; g-10 Dre~fuss, Henry 107-10, 126, 132, 135,

151, 178; 84 Duchamp, Marcel 93, I 16 Durant, Will I I O

Diirerbund 92 Dyce, William 21 Dymaxion car 122; 97 Dymaxion house 206; 180

Eames, Charles 136-8; 111-13 Earl, Harley T . 110, 122, 178 Eastman, George 58, 172 Eastman Kodak 105-6 Eccles 'Liberty Hall' caravan 170; 146 Ecoles des Arts et MCtiers 183 Eichler, Fritz 142 Ekholm, Kurt I 17 Electrolux 118, 151; 124 Elkingtons, Birmingham 24-5 El Lissitsky 100, 102 Endell, August 85, 92 Erbe, Tubingen 203; 177-8 Ericson Telecommunications 126 'Esse' cookers 146 Evinrude 172

Federal Supply Service (US) 183 Fiat 'Topolino' 124; 'Ritmo' 202; 175 Figli di Amadeo Cassina I 16 Flaxman, John 14-15

Flying Hamburger 127; 101 Ford, Edsel55 Ford, Henry 66-7, 72, so3 Ford Motor Co. 122-3: 'Edsel' 179;

'Model T' 67, 72,46; 'Model A' 72, 74.53; 'VS' 72, 74.54

Frankfurt Standards 84; 63-5 Frederick, Christine 81, 84; 62 Friedlander, Marguer~ta 102 Frigidairc r 10 Froehcl, Dr Ernst 158 Fuller, R. Buckminster 122,206; 97,180 Futurism 85, 94

Gan, Alexey 98 Gardner, James 186 Gate, Simon 117 General Electric (US) 153; 126 General Motors 11-11, 122-3, 130,

135, 138 Gcstetner, Sigmund 106 Ghia 17.6 Gilhreth, Frank and Lilian 79 Gohelins S I , 12 Grand Rapids furniture 59-60, 136 Great Exhibition, London 20, 23, 27,

49-50, 54-5,184; 34 Greenhough, Horatio 38 Grenander, Alfred g I ; 72 Gresley, Sir Nigel 131; 106 Gropius, Waltcr 92, 101-2, 104, 116,

138, 140; 73 Gugelot, Hans 142, 160; 130 Guild, Lurelle 154; 121

Gustavsberg ceramics I 17

Hald, Edvard r 17 Hall, John Hancock 51-2; 31 Hansen, Theophil46 Hawker Hurricane 195; 169 Hedley, William 30 Heibcrg, Jean 126 Heinkel, Ernst 194 Heller, Orlo 120 Herman Miller Co. 136-8 Hindenburg I 88 Hitchcock, Lambert 42 Hochschule fur Gestaltung, Ulm

103-4, 204,206 Hoffmann, Josef 85, 87, 91; 67 Honda 'Gold Wing' motor-cycle 178 Hoole and Co. 23-4; 7-8 Hoover cleaners 15s; 122-3 Hoover, Herbert 71 Hoover, William 151 Horizons S I S

Hornhy, Frank 158; 129 Hotchkiss stapler 120; 95 Houghton, Arthur A. 143 House Beautfnl 156; 128

' Howe, Elias 56 Hukin and Heath 25; 9 Hussey, Obed 54

Ideal-Standard Co. I 16; 90-1 Illinois Institute of Technology 103 Imperator 40; 21-2

Industrial Fatlgue Board (UK) 80 International Business Machines (IBM)

14-2; 115 Irminger, Johann Jakob 12 Itten, Johannes I O I

IZORAM, Leningrad IOO

Jaray, Paul 121, 124 Jenne, William K. 57 Jenny Lind 30-2; 14 Jensen, Georg S 18 Jcrome, Chauncey 53; 33 Johnson Motors 172 Johnson, Samuel 32; 15 Jones, Christopher 206 Jones, Owen 24-5 Journal ofDesign 2-3 Joy, David 30, 32; 14 Jugendstil 85

Kbgc, Wilhelm I 17 Kandinsky, Vassily 102 Kawasaki: South Manchurian Railway

locomotive 132, 107; 'B8' motor- cycle 173-4, 150; 'CzTR' motor- cycle 173, 151

Kay, Cyril 122 Kelvinator S 10 Kersting, Walter Maria 113; 88 Kodak Carouselslide-projector 160; 130 Kodak cameras: 'Bantam Special' 105,

82; 'Brownie' 58, 40; lightweight 58; Folding Pocket Kodak 58, 39; 'Vanity Kodak' so5

Kohn, Jakoh and Josef 43 Korting and Mathiesen 79, 102; 59, 79,

81 Kramer, Ferdinand 84; 63-4 Kruckenberg, Count 127-8; 102 'Kubu4 glassware 112; 87 Kuhler, Otto 130; 105

Lancaster, Maud 150, 156 Land, Admiral 197 Landberg, Nils 117; 93 Landmann, Ludwig 84 'Land-Rover' 197 La Pavoni coffee-machine I I 6 'La Superleggera' chair I 16 Lausitzer Glasverein I S 2; 87 Le Blanc 50 Le Brun, Charles 11 LcCorhusicr 38 ,944 , 102, 116 Le Creusot I < A - . Ledwinka, Hans 124; 99 'Lego' 158 Leslie. Frank cu ~ ' ~ r ~ i i t ~ouveau 94, 96 'Liberty' ships 197 Lincoln 'Zephyr' 74; 55 Lindig, Otto roz Lindner lighting I 12 Little, Jack 109 Lobmeyr, Ludwig 46 Lockheed aircraft: Constellation

Electra 135

Loewy, Raymond 106-8, 110, 132, 135, 144, 147, 178; 83

London Underground 134-5; lop-10 Loms XIV of France I 1-12 Ludwig I1 of Bavaria 46

MacArthur, Dr John 161; 132 McCormick, Cyrus 54 Macchi M39 aircraft 186 Maldonado, Tomis 104, 203, 206;

177-8 Malevitch, Kasimir 9 7 3 ; 77 Mallard 131; 106 Mann, Sam 117 Marcks, Gerhardt 102 Marinetti, Fllippo 94, 116 Maxim Gorky airliner 187-8 May, Ernst X4 'Meccano' construction kit 158; 129 Medical Research Council (UK) 80 Meissen 12 Messerschmitt 109 aircraft 193, 195;

170 Messerschmitt, W~lhelm 194 Mettcrnich, Prince Clemens 42 Meyer, Adolf 84 Michelotti 126 Midland Railway 32, 35-6; 15-19 Min~stry of Industrial Development,

Alternative Technology Cell (India) 206

Ministry of Trade and Industry, In- dustrial Arts Institute (Japan) zoo

Ministry of Works (UK) 183 'M~nox' camera 172; 148 Mitchell R.J. 186, 189 Mitropa sleeping-compartment (Gro-

pius) 92; 73 Moholy-Nagy, Lazlo 101, 104 Mondrian, Pict 96 Montgomery Ward 62; 43 Morris, William 19, 26, 58, 85. 87 Moser, Koloman 87 Moller-Munk, Peter ro9 Murphy Ltd 116; 92 Mussolini, Benito 186 'Mustcrring' furniture 75; 56 Muthesius, Hermann 88-90. 102; 69

Nader, Ralph 180 Nash Motors 110, 178 Naumann, Friedrich 88 Nelson, George 136, 138 New Bauhaus, Chicago 103-4 New England Glass Co. 46; 28 'Nightingall' oven 147 Nizzoli, Marcello 138 North, Simeon 51 Noyes, Eliot 14-1 Nuff~eld Trust 203

Obrist, Hermann 85 OEEC European Productivity Agency

147 Olds, Ransome E. 66 'Oldsmohile' 66; 45 Olins, Wally 141

Olivetti, Adriano 139140 Olivetti, Camillo 138 Olivetti company 138-40; "4; 118 Open University 160; 132 Orrefors Glass 117-18; 93 Osram 162 Ond, J.J.P. 96 Outboard Marine Corporation I72 Ozerifant, Amadee 94

Papanek, Vlctor 205-6 Paris International Expositions: 1925:

95.74; 1937: 184; 158-9 Parker, Kenneth 202 Peel, Sir Robert 183 Philips of Eindhoven 16-1, 166; 131 Phoenix Furniture Co. 60; 41 Picasso, Pablo 93 Pick, Frank 134 Pininfarina 126; loo Pohlem, Christopher 50 Political and Economic Planning (PEP)

176 Ponti, Gio 114; 9+1 Porsche, Ferdinand 126, I93 Pritchard, Jack I 16 Probst, Robert 138 Proletkult 99 'Proserpine' fire-place 23; 8 Prussian State Railways 68

:Przyembel, Hans 102 Pugin, A.N. W. 19 - Pullman Co. 129 Purism 85

'Queen's Ware' 16-17 Quill, Jeffrey 189

'R~oo ' and 'RIOI' airshlps 189 Rai l -Zeppe l in 127 Rainhill Ttials 30 Rams, Dieter I42 Rebel diesel locomotive 130; 105 Redgrave, Richard zo Reichskuratorium fur Wirtschaftlich-

keit (RKW) 8 I Reinecke, Jean I09 Remington Co.: No. I typewriter 57,

37; No. ro typewriter 57; 38 Remington, Phi10 57 Revere Ware 155; 127 Richards, lrving I 10 Riemerschmid, Richard 85,91; 70-1 Rietveld, Gerrit 96-7; 75-6 Rocket 30; 13 Rodchenko, Alexander 98, 100; 78 Rohde, Gilbert 109, 136 Roneo off~ce furniture 76, 95; 58 Root, Elisha K. 52 Royal College of Art 204-5 Rumpler, Edmund 121 Ruskin, John 19, 26, 58, 85, 87 Russell, Gordon I 16, 196; 92 Russell, R.D. 116

SAAB 118-19; 94 Sadler and Green I7 Sarpaneva, Timo I I7 Sason, Sixten 118; 94 Scharfenberg, Rudolf 203 Schick, Colonel Jacob I 56 Schm~dt, Karl 91 Schneider Trophy 186, 189 Schoenmackers M.J.H. 96 School of Design, London 2 4 2 7 Scbroder House, Utrecht 97; 76 Schumacher, Eugene 206 Schuster, Franz 84 Schiitte-Lihotsky, Grete 65 Schwintzer and Graff 102 Sears, Roebuck 62, 106, 110; 42, 83 Sellars, William 68 Semper, Gottfried 27-9 Severini, Gino 94 Shmihara, Hiroshi 172 Shales, C.L., and G. Glidden 57; 37 Siemens 69, 146, 193; 125 Singer, Isaac Merrit 56-7; 35-6 Sjostrand, F. 140-3 Sloan, Alfred P. 122 Society of Automobile Engineers (US)

7! Soclety of Independent Artists Exhi-

bition, New York 93 Soloviev, Yuri zoo Sony 'Mlcro' T V 166; 139 Sony 'Type 63' portable radio 165; 138 Sottsass, Ettore, Jnr 139-40; 114, "8 Spangler, Murray 151 Staatliche Porzellanfabrik, Berlin 102 Stam, Mart 84 Standard Gas Equipment Co. 145-6;

119 Standard Mobel, Berlin 102 Starley, John Kemp 40; 23 Stepanova, Varvara 98 Stephenson, George 30; 13 Stephenson, Robert 30; 13 Stevens, Alfred 23-4; 7-8 Stowe, Harrier Beecher 81; 61 Stubbs, George 15 Sturges of Birmingham 21; 6 Submarines: USS Skipjack 193; USS

R a y 165 Sullivan, Louis 62 Supermarine aircraft: S6B 186, 160;

Spitfire 189,162 Snprematism 97

Tank, German Mark IV 190; 163 Tarabukin, N. yg Tatra V8 car 124; 99 Taylor, Frederick W. 65, 78 Teague, Walter Donvin 105-6, 109,

132, 135-6; 82 Telefunken radios: 'Alpha' 165, 135;

'Wiking 125 WL' 165,136; 'T644W' 165,137

Terry and Co. 80

Terry, Eli 53 Thdmas, Seth 62 Thompson of Cardington, Lord I 89 Thonet furniture 42-3. 95, 102; 24-5,

80 Thonet, Michael4~-3 Todt, Fritz 193 Towards a N e w Architecture (Le Cor-

busier) 38, 174 Tupper, Earl C. 156; 128 Turin Exposition, I 858 170; 144 Tylers of London 21; 5

Union Pacific R.R. 129 'Utility' furniture 196; 171

Van de Velde, Henry 38, 86-91; 66 Van Doesburg, Theo 96, 102 Van Doren, Harold 149; 121 Van der Rohe, Mies 102 Van t' Hoff, Rob 96 Vchutcmas 100, roz; 78 Venesta I 16 Vereinigte Werkstatten, Munich 87 'Volksempfanger' radio I I 3 Volkswagen 126

Wagenfeld, Wilhelm I 12-13; 87 Wallace, Don 180 Wallis, Dr Barnes 139 Wallis, George 5 5 4 Watson, Tom, Jnr 140 Webb, Thomas 46 Wedgwood, Josiah 13, 15-18; 3-4 Welden, W.A. 155; 127 Wernicke, O.H.L. 75 Westinghouse refrigerators 149; 121 Whitney, Eli 51, 65 Whitworth, Sir Joseph 68 Wiener Werkstatten 87 Willys 'Jeep' 197; 172-3 Wilson, E.B. 32 Wirkkala, Tapio 117 Wissenschaft, Industrie und Kunst 27 Wood, Jethro 54 Wright, Frank Lloyd 62, 64-5, 158;

144 Wright, Joseph 15 Wright, Russel I O ~ I I O , 204; 85; WiirtemburglscheMetalfabrik (WMF)

87. 112 Wyatt, James 15 Wyatt, Matthew Digby 49 W y l a m D i l l y 30; 12

Yran, Knut 131

Zanuso, Mario 152 Zapp, Walter 172 Zeppelin 121, 188; 161 Zernell, Rune 168; 140-3 Zwart, Piet 76; 57