Dieter Rams is a German industrial designer, the company partnered with Braun. Someone was key in the revival of a functional design for decades 50 and 60. He later became the head of Braun’s design team, and influences the management style of the brand. In Vitsoe show Rams 10 laws on the design.

1. Good design has to innovate.
2. The design must make the product useful.
3. Good design should be aesthetic.
4. It must help that the product is easy to understand.
5. Should be discreet.
6. Good design is honest
7. The ideal design is durable.
8. Good design extends to the last detail.
9. If this is done well in the environment.
10. Generally good design is simple.