A friend of mine, on discovery of this site, compared our design philosophy with that of Dieter Rams.

Reading it confirmed a similarity although, of course, his list was generated by true brilliance and then refined by several high profile decades. The comparison was extremely flattering.

Here it is. The ten design principles of Dieter Rams.

Design...

..is innovative

..makes a product useful

..is aesthetic

..makes a product understandable

..is unobtrusive

..is honest

..is long-lasting

..is thorough down to the last detail

..is environmentally friendly

..is as little design as possible