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 More Quotes by Paul Rand More Quotes From Paul Rand 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. Paul Rand logic design caves 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. Paul Rand meaning value design poetry 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. Paul Rand role principal depends simplicity 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. Paul Rand day me simplicity integrity Ideas do not need to be esoteric to be original or exciting. Paul Rand be-original need exciting ideas 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 content without aesthetic speed In the Orthodox religion, you don't draw the human figure. It's against the rules. Paul Rand rules human you religion Good design doesn't date. Bad design does. Paul Rand date bad good design 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 will job company believe You can't criticize geometry. It's never wrong. Paul Rand wrong never you geometry criticize 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. Paul Rand good aesthetic design space I was too practical to want to be a painter. Paul Rand practical too painter want There's a certain kind of research you have to listen to - the factual stuff, not opinion. Facts are facts. Sugar is sweet - it's not a matter of opinion. It just is. Paul Rand you opinion research sweet 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 search man understanding education
