In this witty and entertaining book Paul Rand talks about the state of contemporary design, exposes the lack of professionalism and transience of short-lived “fads,” and talks about the specifics of creative work and the kind of professional passion from which good design is born. The author illustrates his thesis through his own works, as well as works of artists and designers whose work he admires.
Book in dust jacket
In addition, Rand examines topics considered relevant to most designers: the basis of aesthetic judgment, intuition vs. thinking in design creation, the relationship between the designer and the client, the role and place of market research, the use of computers, typography and principles of book design.
Release date: June 06 2013
The value of experience that Paul Rand
Rand’s professional experience is extensive and diverse: advertising, package design, book illustration, typography, painting and teaching. Rand acted as a consultant and designer in projects by ABC, IBM and Westinghouse. He lectured at the Pratt Institute and Cooper Union College, he was awarded the title of honorary professor at Yale University. Rand received numerous awards, and his work is included in collections of American, European and Japanese museums.
The edition used in this translation: Paul Rand, Design Form and Chaos © Yale University Press, New Haven and London, 1993
The book also has an important chapter on the presentation of design work to the client, in which the author gives examples of his own logos made over the years.
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