Design, Form, and Chaos

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9780300055535: Design, Form, and Chaos

Paul Rand's stature as one of the world's leading graphic designers is incontestable. For half a century his pioneering work in the field of advertising design and typography has exerted a profound influence on the design profession; he almost single-handedly transformed "commercial art" from a practice that catered to the lowest common denominator of taste to one that could assert its place among the other fine arts. Among the numerous clients for whom he has been a consultant and/or designer are the American Broadcasting Company, IBM Corporation, and Westinghouse Electric Corporation.
In this witty and instructive book, Paul Rand speaks about the contemporary practice of graphic design, explaining the process and passion that foster good design and indicting faddism and trendiness. Illustrating his ideas with examples of his own stunning graphic work as well as with the work of artists he admires, Rand discusses such topics as: the values on which aesthetic judgments 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 centerpiece of the book consists of seven design portfolios - with diagrams and ultimate choices - that Rand used to present his logos to clients such as Next, IDEO, and IBM.

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About the Author:

Paul Rand (1914–1996) was one of the luminaries of postwar American graphic design. He taught for more than 30 years at Yale University and was recognized for his iconic corporate logo designs, including those for IBM, ABC, and UPS.

Review:

“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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Rand, Mr. Paul
Published by Yale University Press (1993)
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