Raymond Loewy (figure 1), (Paris, 5 of November

of 1893 - Monte Carlo, Monaco, 14 of July of 1986)

was one of the best known industrial designers of
the twentieth century. Although born and raised in
France, he developed almost his entire
professional career in the United States, where he
had a very important influence on countless
aspects. He is considered the father of modern
industrial design, despite not having formal studies
in that profession (he attended the University of
Paris, but as an engineering student).
Fig. 1 Raymon Loewy.

First works.

In the early years of Loewy in the United States, he lived in New York. His first jobs
were as a designer shop windows of department stores, among which were Macy’s,
Wanamaker's and Saks Fifth Avenue. He also worked as a fashion illustrator for
Vogue magazine and Harper's Bazaar. In 1929, he received his first order of
industrial design from the company Gestated, to modernize the appearance of a
multi- model, which had an archaic design, which showed all its constructive
elements, in addition to other rather unattractive features.

But one of Loewy's most important designs was the

package of the Lucky Strike (figure 2), cigarette brand. It
all started in 1940, when Loewy said that he would make
the brand double its sales with a simple package redesign.
Given this argument, the owner of Lucky Strike invited the
designer to perform the redesign; It was when Loewy put
the logo of the brand on the two parts of the package so
that the shape of the package could be seen, as well as
other remodeling, such as removing the green that took Fig. 2 The most important
design.
over the entire package.
Loewy began his long and productive
relationship with the American car company
Studebaker Corporation of South Bend,
Indiana, in the 1930s. His designs began
appearing in the Studebaker models of the late
Fig. 3 Conceptual sketch of 1963 for the
1930s (figure 3). Studebaker also adopted his Studebaker Avanti .
new and simple logo, replacing the one he had
used since the beginning of the century.

The versatile designer delivered the design of the

Skylab (figure 4), which would be launched into
space in 1973. The Skylab mission, developed
between 1974 and 1978, would prove the ability of
the human being to remain for long periods in orbit.
The design of this space habitat allowed the
development of scientific experiments and the
development of daily activities. With materials,
aesthetics and revolutionary technique, the
Fig. 4 Interior design of the Skylab .
designer would take a big step towards the
architecture of tomorrow.