Ulm and Braun represented a one-of-a-kind convergence in the history of design that was capable of engendering the kind of radical new ideas that were at the time presumably only conceivable in Germany. Under the aegis of Otl Aicher and the new advertising head Wolfgang Schmittel, consistent, reason-guided functionalism now dictated the face of the company and its products, whose homogeneous rigour was emulated the world over. Under the direction of Dieter Rams the “Department of Formal Design”, as it was long called, maintained its high ranking in the company hierarchy. The interlocking of company image and product aesthetic is – after Peter Behrens’ overhaul of AEG and the example of Olivetti in Italy – the most famous example of a thoroughly rationalized corporate identity. Braun would go on to become a total work of art, one that conveyed an enlightened view of life. The company executives exemplified this goal with their angular white homes. At some point, though, the rapid pace of innovation overwhelmed the resources of what was still a relatively small business. The result was a take-over by the US Gillette Group. The company has since departed from some product sectors, including the hi-fi system production that used to be its core business.