Context that Changed Design - Entry #21

“Streamlining ……”

 

Streamlining refers to rounded, smoothly finished and generally tear-drop shaped forms.  Streamlined forms were used for the first time at the beginning of the 20^th century and were associated with transport technologies (for example ships, aircraft and motor cars).  Streamlining had a function at that time.  It improved the performance of transport when moving at high speeds, so in a way, streamlining reflected speed.

Later on, in the 1930s, streamlining was used to make household goods look smoother and shinier – to attract customers.  The economy in America was not so good at that time and so manufacturers were struggling to keep operating because there was an uncontrollable competition within the market.  In view of this, manufacturers had to come up with ideas to keep their business going – to increase sales and make a profit, despite the economic problems.

Instead of manufacturing new products, many employers in the manufacturing industries decided to give a new look to their existing products.  What they did was that they employed designers to use Streamlining and give a different style to their existing products – a style which was also different from that of other competitors’ products.  To increase sales, they re-styled their products annually.  Refrigerators, vacuum cleaners, radios, cameras and telephones were amongst the household products which were re-styled, using streamlining.

Raymond Loewy, Norman Bel Geddes, Henry Dreyfuss and Walter Dorwin Teague were some of the American designers who produced streamlined designs and gave sleek modern looks to a variety of consumer goods, such as those I mentioned above.

 

Jetset, (2000), Styled by Raymond Loewy... Designed and built by Dorset [ONLINE].

Available at: http://jetsetmodern.com/images2/loewy2.jpg

 [Accessed 08 December 13]

Raymond Loewy`s Greyhound Bus (1940)

Jetset, (2000), Greyhound Bus, 1940 [ONLINE].
Available at: http://jetsetmodern.com/images2/loewybus.jpg

[Accessed 08 December 13]

 

The casing of the Locomotive #3768 was designed by Raymond Loewy in February 1936.

 

 Wikipedia, (2013), #3768 in Raymond Loewy casing [ONLINE].
 Available at: http://upload.wikimedia.org/wikipedia/commons/thumb/8/81/PRR_K4s_3768.jpg/798px-PRR_K4s_3768.jpg
[Accessed 08 December 13]

Raymond Loewy’s Streamlined pencil sharpener (1933)

 IndD 501 Industrial Design Studio Intensive I, (2012), pencil sharpener [ONLINE]. Available at: http://industrial.design.iastate.edu/501/files/2012/08/raymond_loewy_pencil_sharpener.jpg

[Accessed 08 December 13]

 

Norman Bel Geddes

Jeanne Claire van Ryzin, (2013), Norman Bel Geddes with blueprints. [ONLINE]. Available at: http://media.cmgdigital.com/shared/lt/lt_cache/thumbnail/188/img/photos/2012/09/25/c2/85/AAS_092212_design3_1571445a_1.jpg [Accessed 08 December 13]

 

 

Jeanne Claire van Ryzin, (2013), Norman Bel Geddes, 'Motor Car No. 9 (without tail fin),' 1933 [ONLINE].
Available at: http://media.cmgdigital.com/shared/lt/lt_cache/thumbnail/188/img/photos/2012/09/25/f3/7e/AAS_092212_design1_1571443a_1.jpg [Accessed 08 December 13]




Oriole stove by Norman Bel Geddes

 

studyblue, (2013), Oriole stove [ONLINE].
 Available at: http://classconnection.s3.amazonaws.com/552/flashcards/505552/png/picture_59.png

[Accessed 08 December 13]

 

 

Henry Dreyfuss

 NNDB, (2013), Henry Dreyfuss [ONLINE].
 Available at: http://www.nndb.com/people/793/000097502/henrydreyfuss02.jpg

 [Accessed 08 December 13]

 

 

Streamline Iron by Henry Dreyfuss

Daily Icon, (2008), Icon: Streamline Iron by Henry Dreyfuss [ONLINE]. Available at: http://www.dailyicon.net/magazine/wp-content/uploads/2008/09/iron01dailyicon.jpg

[Accessed 08 December 13]

Dieselpunks, (2011), NYCS J-3a streamlined by Henry Dreyfuss [ONLINE].

Available at: http://www.flickr.com/photos/paulmalon/5559994112/

 [Accessed 08 December 13]

 

New York Central introduced 10 new streamliner steam engines and cars designed by Henry Dreyfuss for its Twentieth Century Limited New-York-Chicago run (1938)

Daily Icon, (2008), streamliner steam engine [ONLINE]. Available at: http://www.dailyicon.net/magazine/wp-content/uploads/2008/09/iron02dailyicon.jpg

 [Accessed 08 December 13]

 

Dieselpunks, (2011), Des. 116,180 [ONLINE].
Available at: http://api.ning.com/files/zR2fM04pCTNimw8GX7ZJJj*ViC0gVm5NlFCO1l4VSLG6XuHLPityqm*b4F0Ofzjph7mDsPsiNY-czUk0KSnRYEyE0hJ22vpu/2010225432aeoliandave.jpg

[Accessed 08 December 13]

 

Dieselpunks, (2011), First trip of the new streamlined Empire State Express [ONLINE].

Available at: http://api.ning.com/files/ScwK*9d3AzM84UD7BsjUxoTu8*xY4SOEDm1xjam8fxwIzzC

I10eJjQ7rFCw4mrewHJ7eOPR67Z9gcs*DKiFDuLULItbre10V/20Empire_Express_Streamlined_1941.jpg

 [Accessed 08 December 13]

 

 

 

Walter Dorwin Teague

 

 Russell Flinchum, (2010), Why Teague Matters [ONLINE]. Available at: http://dcrit.sva.edu/view/readingroom/why-teague-matters/attachment/teague_portrait-1/

 [Accessed 08 December 13]

 

 Polaroid Streamlined Lamp designed by Walter Dorwin Teague (1937)

BFA, (2013), 1937 Polaroid Streamlined Lamp designed by the firm of Walter Dorwin Teague [ONLINE].
Available at: http://www.berkshirefinearts.com/uploadedImages/articles/892_748-Memorial-Drive443588.jpg
 [Accessed 08 December 13]

 

Walter Teague streamliner rendering

Daniel Strohl , (2010), Walter Teague streamliner rendering [ONLINE].
Available at: http://blog.hemmings.com/wp-content/uploads//2010/05/WalterTeaguestreamliner_1000.jpg

 [Accessed 08 December 13]

 

Earlier on, when I was writing about Art Deco, I mentioned the thermoset plastic Bakelite.  In Streamlining, Bakelite was very suitable for the moulding and for the making of the household products’ casings.

 

 

 Ebay, (2013), Bakalite [ONLINE].

 Available at: http://i1.ebayimg.com/05/s/06/43/2a/2f_2.JPG

[Accessed 08 December 13]

 

In 1934 Raymond Loewy streamlined a refrigerator “Coldspot” for Sears and this was the first household appliance that was noticed on the market for its looks, not for its functionality! 
 

On 31st October 1949 Loewy was the first designer to appear on the Time magazine because by that time Streamlining had become very popular and the designers who practised it became very well-known.  Loewy’s picture on the Time magazine cover was accompanied by a caption that said, “He streamlined the sales curve.” 


 

 

Smartt Inc., (2013), Here is Raymond Loewy on the cover of time. It said that the mustache [ONLINE].
 Available at: http://www.smarttinc.com/email/NL-0113/dyk-0113-05.jpg

[Accessed 08 December 13]

So, Streamlining was very important to the American manufacturing industries, especially between the 1930 and the 1950, because it helped them to retrieve strength and become profitable again.

 

 

Jack5758. (2009). Streamlined Design . [Online Video]. 04 August.

 Available from: https://www.youtube.com/watch?v=uTyTb1Ejzvs.

 [Accessed: 08 December 2013]

 

Other References:

 

 IndD 501 Industrial Design Studio Intensive I. 2012. Raymond Loewy.

[ONLINE] Available at: http://industrial.design.iastate.edu/501/2012/08/27/raymond-loewy-2/.

 [Accessed 08 December 13]

 Jetset. 2000. Feature Article. [ONLINE] Available at: http://jetsetmodern.com/loewy.htm.

 [Accessed 08 December 13]



Jeanne Claire van Ryzin. 2013. Ransom Center exhibit features streamline designs of Norman Bel Geddes. [ONLINE] Available at: http://www.statesman.com/news/lifestyles/ransom-center-exhibit-features-streamline-design-1/nSLJ3/. [Accessed 08 December 13]



Cook's Catalogue History, design, music and culture.. 2010. Film of Futurama Exhibit Shows Bel Geddes Model of 1960 America . [ONLINE] Available at: http://cookscatalogue.wordpress.com/2010/07/11/to-new-horizons-1940/.
 [Accessed 08 December 13]



Daily Icon. 2008. Icon: Streamline Iron by Henry Dreyfuss. [ONLINE]
Available at: http://www.dailyicon.net/2008/09/icon-streamline-iron-by-henry-dreyfuss/.
 [Accessed 08 December 13]



Dieselpunks. 2011. Sunday Streamline #29: Dreyfuss Rockets. [ONLINE]
Available at: http://www.dieselpunks.org/profiles/blogs/sunday-streamline-29-dreyfuss.
 [Accessed 08 December 13]

Daniel Strohl . 2010. Streamlining, it’s all the rage. [ONLINE]
Available at: http://blog.hemmings.com/index.php/2010/05/10/streamlining-its-all-the-rage/.

[Accessed 08 December 13]

Book: Fiell, C.F and P.F, 1999. Design of the 20th Century. 2nd ed. Germany: Taschen