Word: redesignated
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...little as $500 or as much as $200,000: "If you want me to do a big thing like a tractor-there are so many obvious things you could do to make it better-looking that I would take it for very little. But if you want me to redesign a sewing needle, I'd charge $100,000. After all, how can you improve a needle? It's like the perfect functional shape...
Working on the theory that any re-routing of traffic in existing channels was only a stop-gap measure, these three devised a revolutionary scheme to redesign the entire Cambridge shopping center (see model). Creating new arteries of traffic and increasing parking space, their blueprint for a safe-and-sane Harvard Square would solve the automobile problem now faced by every city laid out in the days of the horse and buggy...
Back Door. Loewy, whose first soap wrapper design was for Lehn & Fink Products Corp., came into the Unilever empire through the back door. In 1938, up & coming young Charles Luckman hired him to redesign the package for Pepsodent toothpaste. Most toothpaste packages then screamed for attention with garish red containers and bold black print. Loewy persuaded Pepsodent to give its package an aseptic white exterior, with modest script lettering, which would make it look nice on a cosmetics counter. Up went Pepsodent's sales by 17%. When Pepsodent and Luckman moved into Unilever's huge U.S. branch, Lever...
There is still more than a year's supply (95,000 tons) of tin on hand in the U.S. But industry is already feeling the pinch. Example: auto men have had to redesign motor parts to cut the use of tin from four...
...plane's present cruising speed, 400 m.p.h., a pilot has almost all he can do to stay conscious during maneuvers ; a slight turn may make him black out. Some jet-plane enthusiasts are beginning to observe, only half-jokingly, that it may soon be necessary to redesign the human body...