Miss Clelland

• Ettore Sottsass


  Designer of the 'Valentine Typewriter'
• Valentine Typewriter designed


  1969
• Valentine Typewriter


  • ABS plastic
  • Metal components
  • Rubber roller
• Macbook Air


  • Aluminium
  • Plastic
  • Computer components
  • LED lights
• The 'prepared question' will ask about two designs that have been studied
• The question will contain three prompt words that should be used as headings for the answer
• The answer should compare the two designs in terms of function, materials and style
• The answer should identify which design is the most successful and give two justified reasons
• P.E.E.


  • Point
  • Explain
  • Effect
• Olivetti 'Valentine' Typewriter by Ettore Sottsass, 1969, Italy


  • ABS plastic is strong and mouldable
  • Red colour associated with Love and Swinging Sixties
  • Handle makes it easy to carry and adds portability
  • Typewriter's aesthetics are 'cute'
  • Shape creates a robot face from above
  • QWERTY keyboard is easy to use designed to make typing fast, comfortable and efficient
  • Typewriter is a manual machine, needs no electricity, cheap to run
  • Style is pop, rounded edges, bright colours
  • Italian design is seen as some of the finest in the world
  • Ettore Sottsass was the founding father of the Memphis design group, cutting edge design
• Macbook Air, Apple Products, 2015


  • Scallop shell folding design fits into a bag, portability
  • Strong, lightweight, attractive outer casing
  • LED lights, low energy, requires no other batteries
  • Made in China = Cheap
  • Designed in USA
  • Has secondary functions like camera and games
  • Requires separate printer
  • Aluminium, lightweight
• The Valentine typewriter is made of ABS moulded plastic body, a good choice as it is strong, durable and lightweight, can be easily moulded and coloured making for a bold design
• The use of plastic in the Valentine typewriter design means the outer shell can be mass produced creating an efficient production line
• The 1960s modern styling of the Valentine typewriter is seen in the curved edges, bright red valentine colour and smart plastic case with a handle, making it attractive and appealing to a young and hip target market
• The overall look/aesthetic of the Valentine typewriter design is compact and smooth adding to the modernism of the piece. The red plastic briefcase styled case with handle gives it a quirky yet professional finish
• The stepped keyboard on the Valentine typewriter means the user can be speedy, comfortable and efficient when typing. The user would need only to oil the machine occasionally and buy a new ink ribbon to keep it going for many years
• Modernism


  Mechanical influence on the style of the Valentine typewriter design
• Italian design


  Strong source of styling for the Valentine typewriter, with its bright red colour and slick appearance reminiscent of classic Italian design
• 1960s Love and peace era


  Influenced the Valentine typewriter design, with its Valentine name and rose red colour reminding us of the sexual revolution and bold opinions of the 1960s
• Target market for the Valentine typewriter

  • Young professionals of the 1960s such as journalists, writers and musicians
  • Youth of the Sixties due to its vibrant red colour and portability
  • People who need to work efficiently and on the move such as authors, songwriters, poets and creative individuals
  • Fashionable people who like to have modern technology
• Target market for the Macbook Air

  • Students or professionals who do not have a lot of space in their flats or bags
  • Powerful lithium battery, energy efficient, no additional batteries required
  • Powerful device with features like front facing camera, internet access, movies, apps
• The Macbook Air's small, thin aluminium design makes it look slick, modern and efficient
• The modern styling of the Macbook Air continues on the inside with the moulded aluminium keyboard and glossy LED display creating a clean, minimalistic and modern appeal
• The small LED keyboard on the Macbook Air is easy to navigate and lights up in the dark, complementing the glowing apple logo on the outer shell as a clever marketing add-on
• Clamshell form


  Inspiration for the folding lid design of the Macbook Air, creating a small compact design
• Space travel and modern finishes

  Inspiration for the modern styling of the Macbook Air
• The Macbook Air's industrial look is created by the use of simple materials such as aluminium and glass, with a limited amount of cheaper plastic looking materials used
• The Macbook Air's portability and powerful features make it appealing to office workers, students and professionals, but it may not be as simple for the elderly to use due to the trackpad mouse and small keyboard
• Pop Art movement


  Influence on Ettore Sottsass and the quirky, eye-catching pop art inspired elements in the Valentine typewriter design
• Plastic furniture and round televisions


  Captured the mood of the 1960s, which the Valentine typewriter design would have fit into perfectly
• The advertising posters for the Valentine typewriter were colourful and attractive, creating images which still manage to retain an air of sophistication today
• The 1960s was a very productive era with songwriters, novelists and journalists breaking through, providing a huge target market for the Valentine typewriter
• Memphis design movement


  Ettore Sottsass was a leading member, enjoying the use of bright bold patterns and unusual forms for everyday objects, creating some of the most memorable designs of the late twentieth century