Paul Rand
Paul Rand
Paul Randwas an American art director and graphic designer, best known for his corporate logo designs, including the logos for IBM, UPS, Enron, Morningstar, Inc., Westinghouse, ABC, and NeXT. He was one of the first American commercial artists to embrace and practice the Swiss Style of graphic design...
NationalityAmerican
ProfessionDesigner
Date of Birth15 August 1914
CountryUnited States of America
cliches computer content design effects either familiar form meaningful mindless producing relevant repetition scramble speed wild
Without aesthetic, design is either the humdrum repetition of familiar cliches or a wild scramble for novelty. Without the aesthetic, the computer is but a mindless speed machine, producing effects without substance. Form without relevant content, or content without meaningful form.
aesthetic design form fulfills good graphic laws speaks
Graphic Design, which fulfills aesthetic needs, complies with the laws of form and exigencies of two-dimensional space; which speaks in semiotics, sans-serifs, and geometrics; which abstracts, transforms, translates, rotates, dilates, repeats, mirrors, groups, and regroups, is not good design if it is irrelevant.
add design perhaps poetry prose simply transform value
To design is much more than simply to assemble, to order, or even to edit: it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade, and perhaps even to amuse. To design is to transform prose into poetry.
design caves logic
If I was influenced by anything, it was architecture: structure having to do with logic. If you don't do it right, the whole thing is going to cave in. In a certain sense, you can carry that to graphic design. Fortunately, however, nobody is going to die if you do it wrong.
design intuition doe
Graphic design, which evokes the symmetria of Vituvius, the dynamic symmetry of Hambidge, the asymmetry of Mondrian; which is a good gestalt, generated by intuition or by computer, by invention or by a system of coordinates, is not good design if it does not communicate.
design-process creative forget
So that is the design process or the creative process. Start with a problem, forget the problem, the problem reveals itself or the solution reveals itself and then you reevaulate it. This is what you are doing all the time.
color design ingredients
Pictures, abstract symbols, materials, and colors are among the ingredients with which a designer or engineer works. To design is to discover relationships and to make arrangements and rearrangements among these ingredients.
technology design reassuring
The public is more familiar with bad design than good design. It is, in effect, conditioned to prefer bad design, because that is what it lives with. The new becomes threatening, the old reassuring.
design
Everything is design. Everything!
art simple design
Design can be art. Design can be aesthetics. Design is so simple, that's why it is so complicated.
death design
Design is everything. Everything!
believe firm numbers speak stand terms themselves
I stand firm that I believe the numbers speak for themselves in terms of all that we've done,
I was too practical to want to be a painter.
climate education intrinsic needs understanding
I would say that an understanding of man's intrinsic needs, and of the necessity to search for a climate in which those needs could be realized, is fundamental to the education of the designer.