In Los Angeles it's Maxfields.
Contributing Writer: Blake Kuwahara
His book, entitled "Less but better"
In an Icon Magazine profile, Dieter Rams was noted as saying this about eliminating the "unnecessary":
"As designers we have a great responsibility. I believe designers should eliminate the unnecessary. That means eliminating everything that is modish because this kind of thing is only short-lived."
Good design makes a product useful.
Good design is aesthetic.
Good design helps us to understand a product.
Good design is unobtrusive.
Good design is honest.
Good design is durable.
Good design is consequent to the last detail.
Good design is concerned with the environment.
Good design is as little design as possible.