Simplicity is not the goal. It is the by-product of a good idea and modest expectations.
—Paul Rand
Visual communication of any kind, whether persuasive or informative, from billboards to birth announcements, should be seen as the embodiment of form and function: the integration of the beautiful and useful. 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
In essence, it is not what it looks like but what it does that defines a symbol.
—Paul Rand
Everything is design. Everything!
—Paul Rand
The designer is primarily confronted with three classes of material: a) the given material: product, copy, slogan, logotype, format, media, production process; b) the formal material: space, contrast, proportion, harmony, rhythm, repetition, line, mass, shape, color, weight, volume, value, texture; c) the psychological material: visual perception and optical illusion problems, the spectators’ instincts, intuitions, and emotions as well as the designer’s own needs.
—Paul Rand
To distort the letters of the alphabet in “the style of” Chinese calligraphy (sometimes referred to as chop suey lettering), because the subject happens to deal with the Orient is to create the typographic equivalent of a corny illustration. To mimic a woodcut style of type to “go with” a woodcut; to use bold type to “harmonize with” heavy machinery, etc., is clich