Max Ottenwälder, born in 1954, graduated with a diploma in industrial design from the Schwäbisch Gmünd University of Applied Sciences (Design) in 1979. Since 1980 he has been working as a selfemployed designer and, in 1990, founded the design agency Ottenwälder und Ottenwälder together with Petra Kurz-Ottenwälder. His successful work as a designer and design consultant for renowned companies in different industries and product fields has won him several international design and innovation prizes. Max Ottenwälder writes articles on design philosophy and product semantics for books and specialist magazines and gives lectures and seminars at universities, trade fairs and private institutions. As a guest lecturer for product semantics and design language he has developed a theory for the assessment of the emotional value proposition of objects. He has been a member of the jury of the Red Dot Design Award several times. In his artistic work Max Ottenwälder has initiated performances and exhibitions with “linomorph” iron wire sculptures since 1990.