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
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
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
In the Orthodox religion, you don't draw the human figure. It's against the rules. Paul Rand drawfigurehuman Change image and 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
Any system that sees aesthetics as irrelevant, that separates the artist from his product, that fragments the work of the individual, or creates by committee, or makes mincemeat of the creative process will, in the long run, diminish not only the product but the maker as well. Paul Rand aestheticartistcommittee share on social
Simplicity is not the goal. It is the by-product of a good idea and modest expectations. Paul Rand expectationgoalgood Change image and share on social
The reason I always insisted on signing my work was not to be subordinate to anyone. Paul Rand insistreasonsign Change image and share on social
Ideas do not need to be esoteric to be original or exciting. Paul Rand esotericexcitidea Change image and share on social
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 addamuseassemble share on social
