In this episode of the Thinking through Design podcast, host Adam Fromme sits down with Reinhart Butter for the next chapter in their ongoing conversation.
“Back in those days ‘fun’ was having invented something—having developed something—together.” Reinhart Butter
This episode is Part 2 of an ongoing conversation about Reinhart’s career. In this installment, we explore Reinhart’s transition to design educator at Ohio State, and how systematic thinking, curiosity, and collaboration forged the department’s distinctive identity. Influenced by the Ulm School and Bruce Archer’s work at the Royal College of Art, his early years teaching prioritized process and reasoning over aesthetics, laying a foundation for thoughtful, research-driven practice. Under Reinhardt’s instruction, students bridged conceptual creativity with practical application—constructing full-scale models, conducting field research, and collaborating with industry to develop real-world solutions. These partnerships blurred the line between academia and practice, positioning design as both inquiry and evidence-based problem solving. Throughout the conversation, they reflect on the joy of learning alongside students. Here, “fun” is redefined not as entertainment, but as curiosity in action, or rather, the exhilaration of discovery through disciplined exploration. Reinhart’s influence on the department lies in this balance: rigorous methodology paired with open inquiry, and a commitment to making design both systematic and deeply human. (The episode starts with an 8-minute opening about the watch Reinhart designed while at Ulm. A topic we covered in more depth in Part 1.)
Reinhart Butter, Professor Emeritus of Industrial Design, is a graduate of the Ulm School of Design and furthered his education at the Royal College of Art in London. After practicing in Germany, he joined Ohio State University, where he shaped the design program with a focus on systematic problem solving and research. Renowned for his pioneering work on ‘Product Semantics,’ Butter’s research attracted major companies like IBM and Mercedes-Benz to collaborate with OSU. A contributor to design publications, including form magazine, he co-authored The Semantic Turn, which was subsequently translated into multiple languages. Although retired in 2007, Butter remains active in international exchange programs, guest lectures, consulting, and design advisory work, earning several international awards throughout his career.
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