Design, form, and chaos / Paul Rand.

Format:

Book

Author/Creator:

Rand, Paul, 1914-1996, author.

Contributor:

Yale University Press, publisher.

Language:

English

Subjects (All):

Commercial art.

Design.

Physical Description:

1 online resource (xii, 218 pages) : 116 illustrations (some color)

Place of Publication:

New Haven : Yale University Press, 1993.

Summary:

"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 fadism 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"--Publisher's description.

Contents:

Form + Content

Good Design Is Goodwill

Intuition and Ideas

Logos ... Flags ... Street Signs

The Presentation

Next

The Limited

The IBM Logo

AdStar Advanced Storage and Retrieval

IDEO Design

Morningstar Investment Advisers

Computers, Pencils, and Brushes

Aspects of Book Design

A Mentor

From Cassandre to Chaos.

Notes:

Description based on print record and online resource (A&AePortal, viewed on May 15, 2018).

Includes bibliographical references.

ISBN:

9780300230239

0300230230

OCLC:

1042081970