In this book Paul Rand said to be one of the world's leading graphic designers, speaks about the contemporary practice of graphic design, explaining the processes and passion that foster good design and indicting fadism and trendiness. Illustrating his ideas with examples of his own graphic work as well as with the work of artists he admires, Rand discusses such topics as: the values on which aesthetic judgements are based; the part played by intuition in good design; the proper relationship between management and designers; the place of market research; how and when to use computers in the production of a design; choosing a typeface; principles of book design; and the thought processes that lead to a final design. The centrepiece of the book consists of seven design portfolios - with working drawings and ultimate choices - that Rand used to present his logos to clients such as Next, The Limited and IBM.

Review

"Paul Rand was an advocate for simplicity, an evangelist for modernity, a theorist, a formalist, and perhaps most delightfully for the rest of us, a poet. A classic text that deserves to be read, and re-read, for years and years to come."--Jessica Helfand, Yale University--Jessica Helfand

"As a practitioner myself for sixty years in the graphic design profession, I can honestly say that I have never observed anyone who so successfully designed as Paul Rand, over and over again."--Ivan Chermayeff--Ivan Chermayeff

"Open this book and enter the confident, curmudgeonly mind of a legendary graphic designer. Rand lays bare his thought process with unsparing wit and precision."--Ellen Lupton, Cooper Hewitt, Smithsonian Design Museum
--Ellen Lupton

"Paul Rand's Design, Form, and Chaos is a classic. Not because he was a classic Modern graphic designer but because he could articulate in brief yet dynamic prose the idea that new and old--classic and modern--lived together in the same work."--Steven Heller, author of Paul Rand
"Paul Rand was an advocate for simplicity, an evangelist for modernity, a theorist, a formalist, and perhaps most delightfully for the rest of us, a poet. A classic text that deserves to be read, and re-read, for years and years to come."--Jessica Helfand, Yale University
"As a practitioner myself for sixty years in the graphic design profession, I can honestly say that I have never observed anyone who so successfully designed as Paul Rand, over and over again."--Ivan Chermayeff
"Open this book and enter the confident, curmudgeonly mind of a legendary graphic designer. Rand lays bare his thought process with unsparing wit and precision."--Ellen Lupton, Cooper Hewitt, Smithsonian Design Museum

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