THE DESIGN LANGUAGE
In the context of design history, the design language may be characterized as a merging of two main streams in 20th century design. On the one hand, the idealistic European Bauhaus tradition with its minimalist »Less is More« and its modernist »Form follows Function«. On the other hand, the American design icon Raymond Loewy’s consumer-oriented MAYA principle: »Most Advanced Yet Acceptable«.
The Jacob Jensen design language has proved unusually time resistant. It has grown and spread for more than 50 years and is still unfolding.