Michael Schmidt is an industrial product designer. After graduating from Stuttgart University, Germany in 1989, he attained a postgraduate qualification in the industrial design of investment goods at the Stuttgart State Academy of Art and Design.
He commenced his professional career at Mercedes Benz in the department of advanced design and conception, and at DesignWorX, where he redesigned the AUDI logo in 1994. In 1995 he set up his own design studio in Stuttgart. Michael Schmidt sees himself as a design author, turning stories into products.