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
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 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 adaptabilitydependdistinctiveness 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
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
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. Paul Rand aestheticartcomplicate 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
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. Paul Rand designerfitidea Change image and share on social
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 absencechangeclarity share on social
Ideas do not need to be esoteric to be original or exciting. Paul Rand esotericexcitidea Change image and share on social
