Loewy, Raymond (1893 - 1986)
The Franco-American epitomized (and invented) the image of the multi-tasked industrial designer. He conceived streamlined designs from furniture to cars and air-planes such as the interior of Air Force One for John Kennedy. He also excelled in graphic design, imagining the now legendary logos of Shell or LU and Lucky Strike's cigarette packets. He was the first to reflect on the importance of publicity and the impact of aesthetics as function. 'Between two products equal in price, function and quality, the better looking will out sell the other.'