It was during this time that industrial designers moved away from the blandness of mass-producing function and function only and began “styling” products to increase consumer appeal, while still retaining a design that was highly functional and efficient. Increasing consumer appeal was very important at this time due to the severe economic downfall of the Great Depression. Styled products were those that had a modern design approach and were “streamlined.” Many products had a unified body which housed all necessary components in one unit and was without interruptions from “ugly seams,” and had rounded edges that helped to achieve the streamlined design approach (Sparke, 99). Raymond Loewy’s Coca-Cola Fountain Dispenser was a styled design that had both a unified body and an attractive streamlined design through the implementation of curves on the product’s edges. Loewy, like many industrial designers, was successful in creating a branded product for the Coca-Cola Company and elevated the company’s sale’s success and familiarity among consumers through his design. Thus, industrial designers had now become branding agents for varying companies and were just as in tune with creating functional products as they were with creating appealing products consistent with the particular company’s theme.
Consider a specific company from today and determine whether or not an industrial designer had created a specific brand through their designs that speaks for the company altogether. This was the effect of the first industrial designers, is it still a relevant concept for today’s industrial designers?