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
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 architecturecarrycave 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
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
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