Raymond Loewy

Raymond Loewy, a French-born designer working in New York, restyled the Gestetner duplicator in 1929 and the Sears Coldspot refrigerator in 1934, wrapping machinery in clean, rounded shells that boosted sales. His large office, with designers often uncredited, went on to shape Greyhound buses, Pennsylvania Railroad locomotives, the Lucky Strike packet and Shell's logo. His rule of thumb was the most advanced design people would still accept.