What makes something cool?
Like a vintage car, or a classic product, or an iconic design?
You might say, who knows.
There's just something to them.
The thing is totally subjective.
But all of those designs you just saw were actually from the same guy — Raymond Loewy.
And once you understand his theory of what makes things cool, you'll see it everywhere.
Raymond Loewy was an industrial engineer who did more than maybe any other person to shape the look of America in the 20th century.
His designs are everywhere: logos, trains, buses, kitchens, even outer space.
Loewy had a universal theory of cool: "Most Advanced Yet Acceptable" — or MAYA.
