American - Designer | August 15, 1914 - November 26, 1996
Design is a way of life, a point of view. It involves the whole complex of visual communications: talent, creative ability, manual skill, and technical knowledge. Aesthetics and economics, technology and psychology are intrinsically related to the process.
Paul Rand
LifeTechnologyKnowledgeCreative
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.
ValuePoetryDesignMeaningMore
I haven't changed my mind about modernism from the first day I ever did it... It means integrity; it means honesty; it means the absence of sentimentality and the absence of nostalgia; it means simplicity; it means clarity. That's what modernism means to me.
IntegrityHonestyDaySimplicityMe
Good design doesn't date. Bad design does.
GoodDesignBadDateDoes
Simplicity is not the goal. It is the by-product of a good idea and modest expectations.
GoodSimplicityExpectationsGoal
Design is the method of putting form and content together. Design, just as art, has multiple definitions; there is no single definition. Design can be art. Design can be aesthetics. Design is so simple, that's why it is so complicated.
ArtTogetherSimpleDesignWhyJust
You can't criticize geometry. It's never wrong.
YouWrongNeverGeometryCriticize
I never did calligraphy... But handwriting is an entirely different kind of thing. It's part of the syndrome of modernism... It's part of that asceticism.
KindNeverHandwritingDifferentDid
Ideas do not need to be esoteric to be original or exciting.
IdeasBe OriginalNeedOriginal
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.
ColorsDesignPicturesRelationships
Providing, meaning to a mass of unrelated needs, ideas, words and pictures - it is the designer's job to select and fit this material together and make it interesting.
TogetherJobWordsIdeasInteresting
The principal role of a logo is to identify, and simplicity is its means... Its effectiveness depends on distinctiveness, visibility, adaptability, memorability, universality, and timelessness.
SimplicityPrincipalVisibilityRole
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