Raymond Loewy is often called the “father of modern design,” and he played a significant role in the design of many of the classic items in the twentieth century. Some of his more well-known designs included the S1 Locomotive, the Sears Coldspot refrigerator, the Greyhound Scenicruiser and the distinct blue and white livery for Air Force One. Loewy was noted for his graceful and clean aerodynamic designs and was even featured on the cover of Time magazine in 1949.
Coca-Cola a Modern Look
Loewy also played a role in the design of some classics for
In 1940, Loewy made modifications to the
Loewy also streamlined the soda fountain, giving the dispenser a modern look and enhancing the equipment to pour more servings per gallon. The ads of the time tout the fact that the improved machine would also increase profits for the soda fountain. When the Dole Deluxe Fountain Dispenser was introduced in 1947, it was an instant classic.
But Raymond Loewy and his design firm weren't done. They also redesigned the
The Truth About
Coca-Cola's Famed Contour Bottle
Loewy created several additional designs for the company (including the design for the original Fanta bottle), but no discussion on the design great would be complete without addressing the famous contour bottle. Many people have mistakenly attributed the bottle design to Loewy. He did not play a role in the design of the original 1915 bottle, which was created by the Root Glass Company, but he was part of a team that created the King Size and Family Size packages in 1955 and worked to slenderize the quart-size package in the 1960s.
Loewy did share his thoughts on the iconic bottle: In a letter from Loewy to
Loewy died in 1986 at the age of 92, but his design legacy lives on.
Slideshow: Master of Design
More On Journey
- How Advertising Legend Harvey Gabor and Google Reimagined Coke’s ‘Hilltop’ for the Digital Age
Fist Bumps Symbolize #TrueFriendship in
Coca-ColaLatin America Campaign
- More Than Mud: Self-Sustaining Recycled Homes More Than Sum Of Their Parts
- Coke’s ‘Hilltop’ Featured in Final Scene of 'Mad Men'
Coca-ColaTurns 25: Atlanta Attraction Celebrates With Ticket Offer, New Exhibits and More