Brooks Stevens
Encyclopedia
Clifford Brooks Stevens (June 7, 1911-January 4, 1995) was an American industrial designer of home furnishings, appliances, automobiles
Automobile
An automobile, autocar, motor car or car is a wheeled motor vehicle used for transporting passengers, which also carries its own engine or motor...

 and motorcycles — as well as a graphic designer and stylist.

In 1944, along with Raymond Loewy
Raymond Loewy
Raymond Loewy was an industrial designer, and the first to be featured on the cover of Time Magazine, on October 31, 1949. Born in France, he spent most of his professional career in the United States...

 and eight others, Stevens formed the Industrial Designers Society of America
Industrial Designers Society of America
Industrial Designers Society of America is an organization of professional industrial designers primarily in the United States. Recently IDSA has started chapters in Canada and in China...

. On his death in 1995, the New York Times called Stevens a "a major force in industrial design."

Background and personal life

Stevens was born in Milwaukee, Wisconsin
Milwaukee, Wisconsin
Milwaukee is the largest city in the U.S. state of Wisconsin, the 28th most populous city in the United States and 39th most populous region in the United States. It is the county seat of Milwaukee County and is located on the southwestern shore of Lake Michigan. According to 2010 census data, the...

, on June 7, 1911. Stricken with polio as a child, Stevens was encouraged by his father to practice drawing while confined to his bed, perhaps motivating his career in design. He studied architecture
Architecture
Architecture is both the process and product of planning, designing and construction. Architectural works, in the material form of buildings, are often perceived as cultural and political symbols and as works of art...

 at Cornell University
Cornell University
Cornell University is an Ivy League university located in Ithaca, New York, United States. It is a private land-grant university, receiving annual funding from the State of New York for certain educational missions...

 from 1929 to 1933, and established his own home furnishings design firm in 1934 in Milwaukee. His son, Kipp Stevens, ran the Brooks Stevens Design Associates
Brooks Stevens Design Associates
Brooks Stevens, Inc., formally known as Brooks Stevens Design Associates and Brooks Stevens Design, is a product development firm headquartered in Allenton, Wisconsin. The firm also has an office in St. Paul, Minnesota...

 until late 2008 when he stepped down.

In 1959, Brooks opened a 12,500sf automotive museum in Mequon, Wisconsin
Mequon, Wisconsin
Mequon is a city in Ozaukee County, Wisconsin, United States. It had a population of 21,823 at the 2000 census, and an estimated population of 23,739 in July 2009...

, which became a repository for his own designs as well as others—and became a production facility in the late 1980s for the Wienermobile
Wienermobile
A "Wienermobile" is an automobile shaped like a hot dog on a bun that is used to promote and advertise Oscar Mayer products. It was created in 1936 by Oscar's nephew, Carl G. Mayer, and variants are still used by Oscar Mayer today. In 2004, Oscar Mayer announced a contest whereby customers could...

 fleet. The museum closed in 1999, four years after his death.

Brooks Stevens died on January 4, 1995, in Milwaukee—survived by his wife Alice, sons Kipp, William and David, a daughter Sandra A. Stevens, and five grandchildren.

Planned obsolescence

Though he is often cited with inventing the concept of planned obsolescence
Planned obsolescence
Planned obsolescence or built-in obsolescence in industrial design is a policy of deliberately planning or designing a product with a limited useful life, so it will become obsolete or nonfunctional after a certain period of time...

 (the practice of artificially shortening product lifecycle 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.

Design

His designs in home and kitchen appliances were popular, and he is recognized as the originator of the robin's-egg-blue phase of 1950s kitchen appliances. He also practiced architectural design and graphic design. Of note is his design of the Miller Brewing
Miller Brewing
The Miller Brewing Company is an American beer brewing company owned by the United Kingdom-based SABMiller. Its regional headquarters are located in Milwaukee, Wisconsin and the company has brewing facilities in Albany, Georgia; Chippewa Falls, Wisconsin; Eden, North Carolina; Fort Worth, Texas;...

 logo and he is also credited with convincing the company to switch from traditional brown bottles to clear bottles.

As an automobile designer, Stevens redesigned the 1962 Studebaker Gran Turismo Hawk
Studebaker Gran Turismo Hawk
The Studebaker Gran Turismo Hawk , a sporty coupe sold between 1962 and 1964, was the final development of the Studebaker Hawk series that began with the Golden Hawk of 1956.-Redesigning the Hawk:...

 on a minuscule budget. The fast, elegant GT remained until the end of American production. According to Hendry, Stevens also styled "three innovative products for family car use for the 1964-66 period" (which were never manufactured). He then designed Harley-Davidson
Harley-Davidson
Harley-Davidson , often abbreviated H-D or Harley, is an American motorcycle manufacturer. Founded in Milwaukee, Wisconsin, during the first decade of the 20th century, it was one of two major American motorcycle manufacturers to survive the Great Depression...

 motorcycles. All Harleys since, including models in production now, are based on Stevens's body designs.

Stevens designed the Oscar Mayer
Oscar Mayer
Oscar Mayer is an American meat and cold cut production company, owned by Kraft Foods, known for its hot dogs, bologna, bacon and Lunchables products.-History:...

 Wienermobile
Wienermobile
A "Wienermobile" is an automobile shaped like a hot dog on a bun that is used to promote and advertise Oscar Mayer products. It was created in 1936 by Oscar's nephew, Carl G. Mayer, and variants are still used by Oscar Mayer today. In 2004, Oscar Mayer announced a contest whereby customers could...

, an American pop-culture icon. He designed engines for Briggs and Stratton. He also designed the university logo for the Milwaukee School of Engineering
Milwaukee School of Engineering
The Milwaukee School of Engineering is a private university located in downtown Milwaukee, Wisconsin. MSOE is best known for its applications-oriented curriculum, close association with business and industry, and extremely high placement rate...

 (MSOE) in 1978 as a part of "The Diamond Jubilee" celebration. The logo remains in use today.

Stevens designed the post-war Skytop Lounge observation car
Observation car
An observation car/carriage/coach is a type of railroad passenger car, generally operated in a passenger train as the last carriage, with windows on the rear of the car for passengers' viewing pleasure...

s for the Chicago, Milwaukee, St. Paul & Pacific Railroad's Hiawatha
Hiawatha (passenger train)
The Hiawathas were named passenger trains operated by the Chicago, Milwaukee, St. Paul and Pacific Railroad , and traveled from Chicago to the Twin Cities in Minnesota. The original train takes its name from The Song of Hiawatha by Henry Wadsworth Longfellow...

 passenger trains. He also
designed a series of "Excalibur" racing sports cars in conjunction with Kaiser Motors
Kaiser Motors
Kaiser Motors Corporation made automobiles at Willow Run, Michigan, United States, from 1945 to 1953. In 1953, Kaiser merged with Willys-Overland to form Willys Motors Incorporated, moving its production operations to the Willys plant at Toledo, Ohio...

. Beginning in the mid-1960s he and his sons began production of the Excalibur
Excalibur (automobile)
The Excalibur automobile from Milwaukee, Wisconsin, was a car styled after the 1928 Mercedes-Benz SSK by Brooks Stevens for Studebaker. Stevens subsequently formed a company to manufacture and market the cars, which were conventional under their styling....

, styled after the 1930s-era Mercedes roadsters.

Stevens's design contributions to the recreational boating industry included collaborations with Outboard Marine Corp. to style the Evinrude Lark and Johnson Javelin outboard motor series as well as the Evinrude Lark concept boat, eventually produced as the Cadillac Sea Lark. Together with Bob Hammond's 1956 Lone Star Meteor, these designs may be credited with introducing post-world war automotive styling to leisure craft. Other work in the marine industry include designs for Owens Yacht Company and Cutter Boats as well as a line of stainless steel marine hardware for the The Vollrath Company
Vollrath
The Vollrath Company manufactures stainless steel and aluminum small-wares and equipment, deep draw stainless steel, for commercial foodservice operations including restaurants, hotels/lodging, primary and secondary education, health care, business and institutions, catering, military, grocery and...

.

See also

  • automotive design
    Automotive design
    Automotive design is the profession involved in the development of the appearance, and to some extent the ergonomics, of motor vehicles or more specifically road vehicles. This most commonly refers to automobiles but also refers to motorcycles, trucks, buses, coaches, and vans...

  • industrial design
    Industrial design
    Industrial design is the use of a combination of applied art and applied science to improve the aesthetics, ergonomics, and usability of a product, but it may also be used to improve the product's marketability and production...

  • product design
    Product design
    -Introduction:Product design is the process of creating a new product to be sold by a business or enterprise to its customers. It is concerned with the efficient and effective generation and development of ideas through a process that leads to new products.Product designers conceptualize and...

  • Paxton Phoenix

External links

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