Quotes from Paul Rand

Without the aesthetic, the computer is but a mindless speed machine, producing effects without substance, form without relevant content, or content without meaningful form.

To design is much more than simply to assemble, to order, or even to edit: it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade, and perhaps even to amuse. To design is to transform prose into poetry.

Ideas do not need to be esoteric to be original or exciting.

In the Orthodox religion, you don't draw the human figure. It's against the rules.

The reason I always insisted on signing my work was not to be subordinate to anyone.

Being good is more important than being original. Originality is a product, not an intention.

Design can be art. Design can be aesthetics. Design is so simple, that's why it is so complicated.

Everything is design. Everything!

Simplicity is not the goal. It is the by-product of a good idea and modest expectations.

Design is everything. Everything!

Design can be art. Design can be aesthetics. Design is so simple, that's why it is so complicated.

Everything is design. Everything!

Don't try to be original; just try to be good.

The artist is a collector of things imaginary or real. He accumulates things with the same enthusiasm that a little boy stuffs his pockets. The scrap heap and the museum are embraced with equal curiosity. He takes snapshots, makes notes and records impressions on tablecloths or newspapers, on backs of envelopes or matchbooks. Why one thing and not another is part of the mystery, but he is omnivorous.

You will learn most things by looking, but reading gives understanding. Reading will make you free.

So that is the design process or the creative process. Start with a problem, forget the problem, the problem reveals itself or the solution reveals itself and then you reevaulate it. This is what you are doing all the time.

Simplicity is not the goal. It is the by-product of a good idea and modest expectations.

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.

All art is relationships, all art. Design is relationships. Design in a relationship between form and content... Your glasses are round. Your collar is diagonal. These are relationships. Your mouth is an oval. Your nose is a triangle - this is what design is.

In essence, it is not what it looks like but what it does that defines a symbol.

Without aesthetic, design is either the humdrum repetition of familiar clichés or a wild scramble for novelty. Without the aesthetic, the computer is but a mindless speed machine, producing effects without substance. Form without relevant content, or content without meaningful form.

It is important to use your hands, that is what distinguishes you from a cow or a computer operator.

Design is the silent ambassador of your brand.

Design is relationships. Design is a relationship between form and content.