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Brief Published: 9 Jul 2013

Braun Calculator Relaunched


Created by German designers Dietrich Lubs and Dieter Rams – advocates of a restrained approach to design – the Braun BNE001 ET66 calculator became an icon after its launch in 1987. Now, more than 25 years on, it is due to be re-released in 2013. 

An example of Rams’ “less is better” philosophy, the calculator is simple in shape with neat minimal buttons. Its fame became even more widespread when it was used as the basis for the original iPhone calculator app.

This relaunch highlights a trend in consumers looking for uncomplicated products with a pared back and clean look. For more examples, see the Stylus industry trend report Redefine: Quiet