Brooks Stevens: from vacuums to Excaliburs

Artist and Pragmatist



If you’ve ever heard of the Oscar Mayer Wienermobile, you’re familiar with one of Brooks Stevens' most famous creations. However, his contributions to industrial design extend far beyond the automotive industry. Stevens left his mark in nearly every area of industrial design, from household appliances to trains. He was an artist-pragmatist, focusing on creating items that were not only beautiful but also functional. It’s no surprise that The New York Times referred to him as “one of the leading forces in industrial design.”



Brooks Stevens: A Brief Biography



Clifford Brooks Stevens (1911–1995) was one of the most influential American industrial designers of the 20th century. Born in Milwaukee, Wisconsin, he developed a passion for engineering and art from a young age. At the age of eight, he contracted polio, and doctors predicted he would never walk again. However, Stevens' father refused to accept this prognosis. He placed sketchbooks and model kits by his son's bedside, encouraging him to build miniature airplanes and boats to develop his fine motor skills. He even promised his son a Ford Model T if he could swim a mile in the pool. “I was pulled out of the water at least a hundred times,” Stevens recalled. “But in the end, I got that car. My father knew how to motivate me.”

Stevens studied at Cornell University and, in 1935, founded his own studio, Brooks Stevens Design Associates, which focused on product design across various sectors, including automobiles, appliances, packaging, and graphic design.



Planned Obsolescence



Stevens is credited with coining the term "planned obsolescence." This concept doesn’t refer to poorly made coffee grinders or other disposable products that modern consumers often complain about. Instead, Stevens used the term to describe a strategy for creating products that become morally outdated, encouraging consumers to purchase new models. While this concept is frequently criticized, it has become key to the development of the modern consumer market. Stevens believed that design should inspire people to update their possessions not out of necessity, but out of desire—though reality often proved to be more cynical.


From Vacuums to Automobiles



Throughout his career, Brooks Stevens created over 3,000 designs, including iconic items such as:

• The Miller beer logo — a classic of American branding.
• The wide-mouth peanut butter jar — a significant innovation in food packaging.
• The Harley-Davidson Hydra-Glide (1949)—the first Harley with a hydraulic front fork.
• The Willys Jeepster (1963)—a stylish civilian version of the legendary military vehicle, becoming one of the precursors to the SUV class.
• The Evinrude Lark Outboard Motor — a sleek outboard motor that became a symbol of elegance in the boating world.
• Electrolux vacuum cleaners — refined and practical models that stood out among competitors.

Stevens inspired an entire generation of designers with his ability to blend art and technology. He was also one of the founders of the Industrial Designers Society of America (IDSA).

Brooks Stevens and His Boats: Imagination Without Limits



Brooks Stevens didn’t confine himself to land-based creations—he was also an innovator in watercraft design. In collaboration with Evinrude, a manufacturer of outboard motors, Stevens developed boat concepts that were as original as they were eye-catching. These projects were designed to showcase Evinrude’s motors at boat shows and embodied the dreams and futuristic visions of their era.

The Most Unusual Boat Concepts of Brooks Stevens:

Evinrude Lark

Evinrude Lark (1956). A concept that became the prototype for the Cadillac Sea Lark, one of the most expensive boats of its time (priced at $11,000). Equipped with a 30-horsepower motor, it could reach speeds of up to 30 mph. The boat was produced by Cadillac Marine and Boat Co., located in a town of the same name on Lake Michigan, and had no connection to the famous car brand.

The Fisherman



The Fisherman (1957). A circular boat without a steering wheel, controlled by two motors. Dubbed “a bathtub on water” by the press, it was equipped with everything needed for a picnic, including a foldable sun umbrella, a barbecue grill, and ample seating. Today, similar vessels with simpler designs are often humorously referred to as “booze barges.”

Heli-Bout 



Heli-Bout (1961). Part helicopter, part boat with a 75-horsepower motor, styled to resemble the flying cars from the popular cartoon The Jetsons. At the Seattle World’s Fair, the boat was even piloted by Enos, the first chimpanzee astronaut, who had completed a space mission earlier that same year.

Evinrude Lakester



Evinrude Lakester (1970). A concept that combined a car and a motorboat. While it could have been called an amphibious vehicle, it was actually a 14-foot boat with a 50-horsepower outboard motor that could attach to a car chassis and travel on regular roads using a hydrostatic transmission. Essentially, it was a combination of a boat and a self-propelled trailer for its transportation.





In the March 1970 issue of Popular Science, the Lakester was described as a vehicle with Volkswagen suspension and running gear, with an estimated price of $2,500 “once it becomes available.” However, it remains unclear whether Stevens’ ambitious idea ever made it to a working prototype. 



Brook Stevens transformed the perception of design, making it an essential part of everyday life. He didn’t just create beautiful objects; he shaped consumer habits, inspired people, and established standards that remain relevant today. His work represents a blend of aesthetics, innovation, and commercial success, which solidifies his status as a true legend in the world of design.