Design Line Telephones

Written by
Kristen Gallerneaux
Kristen Gallerneaux is curator of communications & information technology & editor-in-chief of digital curation at The Henry Ford.
"Genie" Design Line Telephone, circa 1980
In 1973, AT&T partnered with Henry Dreyfuss & Associates, creating a collection of specialty "Design Line" telephones. From colonial pastiche to space age futurism, customers could tailor their telephone to fit a range of home decors. These devices were sold before the Bell System divestiture in the early-1980s. Customers paid a premium for the custom phone shell, but its interior mechanisms continued to be maintained and owned by AT&T.
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"Chestphone" Design Line Telephone, 1974

The Chestphone could be hidden from view by closing its box lid. Advertised as a perfect fit for dens, it was available in simulated walnut, leatherette, or an abstract "optique" pattern.
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"Telstar" Design Line Telephone, 1979

The futuristic-looking Telstar model was named after the 1962 satellite. It was advertised as a "piece of modern sculpture," perfect "for that forward-looking person who is never satisfied with today."
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"Stowaway" Design Line Telephone, 1979

Stowaway models were advertised "for those special places where a phone should be heard but not seen." The Stowaway was available in this "Mediterranean Oak" finish or an "Oiled Walnut" version.
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"Noteworthy" Design Line Telephone, 1978

The Noteworthy models featured chalkboard or corkboard options to take notes and pin up messages. A convenient compartment allowed people to store their telephone book out of view.
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"Coquette" Design Line Telephone, 1976

Released in 1976, the Coquette references 19th century Danish design. An "elegant offering" intended for rooms "decorated with a delicate touch, " customers could inscribe their name on the filigreed brass plate.
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"Celebrity" Design Line Telephone, 1979

The Celebrity model references the opulence and glamour of Hollywood Regency design, popular from the 1920s-50s. Scaled for a bedside table, it was available in ivory and powder blue.
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"Elite" Design Line Telephone, 1976

The Elite model of Design Line telephones appears to parallel the look of 1970s executive briefcases. It came in green or brown leatherette and a Bicentennial commemorative model.
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"Early American" Design Line Telephone, 1974

The Early American rotary phone is a pastiche of colonial design — an era well before telephones existed. A brass eagle adorns the cradle, above a simulated maple base.

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"Antique Gold" Design Line Telephone, 1980

This "Antique Gold" telephone is a 1980s interpretation of 18th century French Provincial style. With illustrated faux-gold plates, advertisements imagined it in homes "decorated with the quiet dignity of discriminating taste."
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"Genie" Design Line Telephone, circa 1980

The Genie telephone is meant to resemble Aladdin's lamp. It is a push button model but maintains the circular number layout of a rotary dial.
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Western Electric "Sculptura" Telephone, circa 1978

The Sculptura model was designed by Donald Genaro and is a classic example of Pop Art's influence on everyday consumer goods. Eye-catching and playful, it came in white, brown, and yellow.
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Snoopy & Woodstock Telephone, 1976

Good grief, it's a Peanuts phone! Design Line character phones were marketed for use in bedrooms and family rooms. Other characters included Mickey Mouse, Kermit the Frog, and Winnie the Pooh.
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United States Bicentennial Telephone, circa 1976

Candlestick models in the Design Line included a stars and stripes version, commemorating the 1976 U.S. Bicentennial. Many mid-1970s products associated themselves with this celebration by using patriotic color schemes.
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