Without the aesthetic, the computer is but a mindless speed machine, producing effects without substance, form without relevant content, or content without meaningful form. Paul Rand aestheticcomputercontent Change image and share on social
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. Paul Rand asymmetrycommunicatecomputer share on social
Copy, art, and typography should be seen as a living entity; each element integrally related, in harmony with the whole, and essential to the execution of an idea. Paul Rand artcopyelement Change image and share on social
Artistic tricks divert from the effect that an artist endeavors to produce, and even excellent elements such as bullets, arrows, brackets, ornate initials, are at best superficial ornamentation unless logically employed. Paul Rand arrowartistartistic share on social
If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned. Paul Rand audiencecompanycondition Change image and share on social
A style is the consequence of recurrent habits, restraints, or rules invented or inherited, written or overheard, intuitive or preconceived. Paul Rand consequencehabitinherit Change image and share on social
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. Paul Rand abstractarrangementcolor share on social
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. Paul Rand climatedesignereducation Change image and share on social
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. Paul Rand asceticismcalligraphyhandwriting Change image and share on social
