1 00:00:00,400 --> 00:00:02,680 Our fourth designer is Saul Bass. 2 00:00:02,870 --> 00:00:06,130 Saul Bass was an American designer and filmmaker. 3 00:00:06,130 --> 00:00:08,200 He was born in 1920. 4 00:00:08,200 --> 00:00:12,500 Saul Bass is best known for his motion graphics, title sequences, 5 00:00:12,500 --> 00:00:14,870 film posters, and corporate logos. 6 00:00:15,360 --> 00:00:21,460 Saul Bass was one of the pioneers of motion graphics with his creative approaches to title sequences. 7 00:00:21,460 --> 00:00:25,700 At the same time, he worked on some of the largest corporate identities, 8 00:00:25,700 --> 00:00:32,920 such as AT&T, Continental Airlines, United Airlines, Dixie, Quaker, and Kleenex. 9 00:00:32,920 --> 00:00:38,190 Saul Bass was multi-talented and had diverse graphical solutions, 10 00:00:38,190 --> 00:00:42,170 which cast him as one of the best in his day. 11 00:00:42,170 --> 00:00:44,460 He had a very symbolic approach, 12 00:00:44,460 --> 00:00:50,970 which allowed him to visually communicate the message effectively with what appeared to be minimal effort. 13 00:00:50,970 --> 00:00:53,650 Though corporate identities were his claim to fame, 14 00:00:53,650 --> 00:00:57,100 until he got his feet wet with title sequences. 15 00:00:57,100 --> 00:01:00,180 The movie, "The Man With the Golden Arm," 16 00:01:00,180 --> 00:01:03,590 caused a sensation in Hollywood and put him on the map. 17 00:01:03,590 --> 00:01:07,610 This landed him as the most wanted and needed individual 18 00:01:07,610 --> 00:01:12,020 for title sequences for any major motion picture in Hollywood. 19 00:01:12,020 --> 00:01:15,270 Some of his final works you might recognize— 20 00:01:15,270 --> 00:01:18,980 Psycho, Goodfellas, Cape Fear, and Casino. 21 00:01:19,970 --> 00:01:23,530 Saul Bass also had a very interesting approach to design. 22 00:01:23,530 --> 00:01:26,090 Here are a few of his best known phrases— 23 00:01:26,090 --> 00:01:31,430 "One must expect and accept the possibility of failure." 24 00:01:31,430 --> 00:01:34,920 "Design is thinking made visual." 25 00:01:34,920 --> 00:01:39,620 Finally, "Symbolize and Summarize." 26 00:01:40,230 --> 00:01:45,410 Our next designer is a German-based designer that goes by the name of Erik Spiekermann. 27 00:01:45,410 --> 00:01:50,260 Erik Spiekermann is a German-based typographer and graphic designer. 28 00:01:50,260 --> 00:01:53,780 Erik has been in the industry for over 40 years. 29 00:01:53,780 --> 00:01:59,740 He started with letter press; then graphic design, and now he is known as a typomaniac— 30 00:01:59,740 --> 00:02:02,620 as one of the best typographers alive today. 31 00:02:02,620 --> 00:02:08,699 He and his wife, Joan Spiekermann, started the very first mail-order digital font company. 32 00:02:08,699 --> 00:02:10,889 They called it Font Shop. 33 00:02:10,889 --> 00:02:15,030 Erik has designed many noteworthy typefaces in his career. 34 00:02:15,030 --> 00:02:17,790 Some of them are Berliner Grotesk, 35 00:02:17,790 --> 00:02:20,980 Meta, and Meta Serif—just to name a few. 36 00:02:21,590 --> 00:02:26,330 Recently, Erik Spiekermann gave a talk titled, "Type on Screen." 37 00:02:26,330 --> 00:02:30,580 He went on to explain how designing for small digital spaces, 38 00:02:30,580 --> 00:02:36,180 like for mobile devices, is really no different than when he used to design for aspirin bottles. 39 00:02:36,180 --> 00:02:45,050 In fact, it's much easier to design for mobile because you are allowed an infinite amount of colors and have multiple type options. 40 00:02:45,050 --> 00:02:47,630 Back when he used to design for aspirin bottles, 41 00:02:47,630 --> 00:02:53,550 he would only have one typeface to work with and maybe 2 colors, if he was lucky. 42 00:02:53,550 --> 00:02:57,390 Also, he had to keep in mind the consumer might have a headache 43 00:02:57,390 --> 00:02:59,700 while trying to read the directions. 44 00:02:59,700 --> 00:03:03,200 Designers like Erik Spiekermann have been in the industry 45 00:03:03,200 --> 00:03:08,930 for such a long time and have helped lay the foundations of the technology we have today. 46 00:03:08,930 --> 00:03:14,750 I highly suggest researching Erik's work and listening to his talks. 47 00:03:14,750 --> 00:03:18,780 His reasoning for design is that of a genius. 48 00:03:18,780 --> 00:03:22,170 Speaking of influential designers of the 20th Century, 49 00:03:22,170 --> 00:03:24,830 next up we have Dieter Rams. 50 00:03:24,830 --> 00:03:28,150 Dieter Rams is another German-based designer. 51 00:03:28,560 --> 00:03:34,910 However, he is an industrial designer with a strong carpentry and architectural background. 52 00:03:34,910 --> 00:03:39,470 Dieter Rams was destined for greatness in the industrial design industry. 53 00:03:39,470 --> 00:03:46,860 In 1961, he became the chief design officer of Braun until 1995. 54 00:03:46,860 --> 00:03:53,530 Dieter Rams set the groundwork for the 2 words—user and friendly. 55 00:03:53,530 --> 00:04:01,960 Even his earlier designs proved to do unbelievably well because they were aesthetically pleasing and so user-friendly. 56 00:04:01,960 --> 00:04:07,540 Dieter best describes his design approach with the phrase, "less, but better." 57 00:04:07,540 --> 00:04:12,920 In the 1970s, Dieter constructed the 10 principles of good design. 58 00:04:12,920 --> 00:04:14,580 Here they are— 59 00:04:14,580 --> 00:04:16,959 Good design is innovative. 60 00:04:16,959 --> 00:04:20,740 Good design makes a product useful. 61 00:04:20,740 --> 00:04:23,210 Good design is aesthetic. 62 00:04:23,210 --> 00:04:27,090 Good design makes a product understandable. 63 00:04:27,090 --> 00:04:30,170 Good design is unobtrusive. 64 00:04:30,170 --> 00:04:32,690 Good design is honest. 65 00:04:32,690 --> 00:04:35,830 Good design is long-lasting. 66 00:04:35,830 --> 00:04:40,790 Good design is thorough down to the last detail. 67 00:04:40,790 --> 00:04:44,020 Good design is environmentally friendly. 68 00:04:44,020 --> 00:04:51,500 Good design is as little design as possible, meaning less, but better. 69 00:04:51,660 --> 00:04:56,980 Dieter Rams is by far one of the most influential designers of today. 70 00:04:56,980 --> 00:05:01,060 His design principles still hold true to their value. 71 00:05:01,060 --> 00:05:06,790 In fact, Steve Jobs of Apple, Inc.'s biggest influence was Dieter Rams. 72 00:05:06,790 --> 00:05:14,430 He clearly helped change the world and make our lives that much better through one word—design. 73 00:05:14,430 --> 00:05:19,140 With the technology drastically increasing in today's world, 74 00:05:19,140 --> 00:05:23,960 the need for designers like yourself couldn't have come at a better time.