Brooks Stevens

Brooks Stevens (1911-1995) was an industrial designer, as well as automotive designer, graphic designer, and stylist. Though he is often cited with inventing the concept of planned obsolescence (the practice of artificially shortening product lifecycles in order to influence the buying patterns of consumers in favor of manufacturers), he did not invent it but rather coined the term and defined it. Stevens defined it as, "Instilling in the buyer the desire to own something a little newer, a little better, a little sooner than is necessary." His view was to always make the consumer want something new, rather than create poor products that would need replacing. There is some debate over his role in this controversial business practice.

Related Topics:
1911 - 1995 - Automotive - Planned obsolescence

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Stevens was born in Milwaukee, Wisconsin, on June 7, 1911. Stricken with polio as a child, Stevens father encouraged him to practice drawing while confined to his bed, perhaps motivating his career in design. He studied architecture at Cornell University from 1929 to 1933, and established his own home furnishings design firm in 1934 in Milwaukee.

Related Topics:
Milwaukee - Wisconsin - June 7 - 1911 - Polio - Architecture - Cornell University - 1929 - 1933 - 1934

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His designs in home and kitchen appliances were popular, and he is recognized as being the start of the robins-egg blue phase of 50's kitchen appliances. He also practiced architectural design and graphic design. Of note is his design of the Miller Brewing logo.

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As an automobile designer, Stevens was responsible for the Studebaker products (the Avanti was an exception) from the 1962 model year until Studebaker closed in 1966. While with Studebaker, Stevens created the Studebaker Hawk GT and Studebaker Wagonaire. Stevens also designed the Willys-Overland Jeepster and all Jeep station wagons manufactured after World War II, including the Wagoneer and Cherokee. He also was the original designer of the classic Harley-Davidson motorcycle. All Harleys since, including models in production now, are based off of Stevens body designs. His most famous automobile design however is likely the Oscar-Mayer Wienermobile.

Related Topics:
Studebaker - Studebaker Hawk GT - Studebaker Wagonaire - Willys-Overland - Jeepster - Harley-Davidson - Wienermobile

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