Paul Rand
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Transcript of Paul Rand
““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.”
Everythingis design.
“Paull Rand almost single
handedly turned commercial
artists into graphic designers
during the fifties and sixties.
Rand was able to convince the
business world that design was
a useful and effective tool.
Everything!
The business of creating and
designing logos and corporate
identities was booming in the late
1980’s, which is when Steven
Jobs, founder of Apple Computer
Company, specifically sought
out Rand to design the new logo
for his new educational program
NeXT. Jobs said that Rand solved
a great design problem for his
company and created a little
“jewel” with the name of the
company contained within it.
it identifies.”
Jobs also commented on
Rands method by saying
“He really approached it
as a problem that had to be
solved, not an artistic chal-
lenge for his own sake.”
Rand made his career off of being simple and clear with his
designs to communicate as accurately as possible to the view-
ers the intended message. “We’re being paid to be interesting,
to make things better than they are, to make things memorable,
but you don’t do it by being complicated. Complexity is not the
solution to complex problems.”
Rand approached his work as
a visual problem that needed
to be solved. His solutions
were always most effective
when he stayed simple and
direct with his visuals. Rand
fully believe in staying true to
starting out simple with pencil
and paper and building up his
ideas until they were precise
and clear.
When Rand was 80 he was
quoted saying, “I couldn’t do
the work i do today without
computers. Its fast and for
production, but i do not see it
as a means of creation to me,
I don’t need it to do any creative
work, I use it to do production
work. You dont get the same
satisfaction from a machine as
you do from the hand. The
satisfaction of acheivment.”
Original...“Don’t try to be
Simplicity was not the only
focus for Rand, he believed
aesthetics were the basis for
all good design solutions but
without unneseccary clutter and
complexity. “My only concern is
to make our environment beau-
tiful.” Being able to communi-
cate clearly through a simple
design is one of the hardest
acheivements to accomplish as
a designer. “Simplicity is not
just a mannerism but a goal. It’s
very difficult to be simple and
be interesting.”