---
title: "1 Conditioned Quotes By Paul Rand"
description: "1 Conditioned quotes by Paul Rand. Plus more from Paul Rand and more Conditioned sayings from other authors."
image: "https://sms4smile.com/quotes/i/e9d/paul-rand-14711_audience_if-a-company-is-second-rate-the-logo-wil_142007.png"
---

> [If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned.](https://sms4smile.com/quotes/paul-rand/if-a-company-is-second-rate-the-logo-will-eventually-be-perceived-as/)

[Paul Rand](https://sms4smile.com/quotes/author/paul-rand/)

[Image](https://sms4smile.com/quotes/i/e9d/paul-rand-14711_audience_if-a-company-is-second-rate-the-logo-wil_142007.png)

## More by Paul Rand

> [To design is much more than simply to assemble, to order, or even to edit: it is to add value and meaning, to illuminate,…](https://sms4smile.com/quotes/paul-rand/to-design-is-much-more-than-simply-to-assemble-to-order-or-even-to/)

[Paul Rand](https://sms4smile.com/quotes/author/paul-rand/)

> [If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will…](https://sms4smile.com/quotes/paul-rand/if-a-company-is-second-rate-the-logo-will-eventually-be-perceived-as/)

[Paul Rand](https://sms4smile.com/quotes/author/paul-rand/)

> [Asymmetric balance creates greater reader interest. Pleasure derived from observing asymmetrical arrangements lies partly in overcoming resistances, which, consciously or not, the spectator adjusts…](https://sms4smile.com/quotes/paul-rand/asymmetric-balance-creates-greater-reader-interest-pleasure-derived/)

[Paul Rand](https://sms4smile.com/quotes/author/paul-rand/)

> [There's a certain kind of research you have to listen to - the factual stuff, not opinion. Facts are facts. Sugar is sweet -…](https://sms4smile.com/quotes/paul-rand/there-s-a-certain-kind-of-research-you-have-to-listen-to-the-factual/)

[Paul Rand](https://sms4smile.com/quotes/author/paul-rand/)

> [Graphic design, which evokes the symmetria of Vituvius, the dynamic symmetry of Hambidge, the asymmetry of Mondrian; which is a good gestalt, generated by…](https://sms4smile.com/quotes/paul-rand/graphic-design-which-evokes-the-symmetria-of-vituvius-the-dynamic/)

[Paul Rand](https://sms4smile.com/quotes/author/paul-rand/)

> [Being good is more important than being original. Originality is a product, not an intention.](https://sms4smile.com/quotes/paul-rand/being-good-is-more-important-than-being-original-originality-is-a/)

[Paul Rand](https://sms4smile.com/quotes/author/paul-rand/)

> [In the Orthodox religion, you don't draw the human figure. It's against the rules.](https://sms4smile.com/quotes/paul-rand/in-the-orthodox-religion-you-don-t-draw-the-human-figure-it-s-against/)

[Paul Rand](https://sms4smile.com/quotes/author/paul-rand/)

> [Everything is design. Everything!](https://sms4smile.com/quotes/paul-rand/everything-is-design-everything/)

[Paul Rand](https://sms4smile.com/quotes/author/paul-rand/)

> [“In essence, it is not what it looks like but what it does that defines a symbol.”](https://sms4smile.com/quotes/paul-rand/in-essence-it-is-not-what-it-looks-like-but-what-it-does-that-defines/)

[Paul Rand](https://sms4smile.com/quotes/author/paul-rand/)

> [The public is more familiar with bad design than good design. It is, in effect, conditioned to prefer bad design, because that is what…](https://sms4smile.com/quotes/paul-rand/the-public-is-more-familiar-with-bad-design-than-good-design-it-is-in/)

[Paul Rand](https://sms4smile.com/quotes/author/paul-rand/)

> [“All art is relationships, all art. Design is relationships. Design in a relationship between form and content... Your glasses are round. Your collar is…](https://sms4smile.com/quotes/paul-rand/all-art-is-relationships-all-art-design-is-relationships-design-in-a/)

[Paul Rand](https://sms4smile.com/quotes/author/paul-rand/)

> [Design can be art. Design can be aesthetics. Design is so simple, that's why it is so complicated.](https://sms4smile.com/quotes/paul-rand/design-can-be-art-design-can-be-aesthetics-design-is-so-simple-that-s/)

[Paul Rand](https://sms4smile.com/quotes/author/paul-rand/)

> [“Design is the silent ambassador of your brand.”](https://sms4smile.com/quotes/paul-rand/design-is-the-silent-ambassador-of-your-brand/)

[Paul Rand](https://sms4smile.com/quotes/author/paul-rand/)

> [I was too practical to want to be a painter.](https://sms4smile.com/quotes/paul-rand/i-was-too-practical-to-want-to-be-a-painter/)

[Paul Rand](https://sms4smile.com/quotes/author/paul-rand/)

> [Any system that sees aesthetics as irrelevant, that separates the artist from his product, that fragments the work of the individual, or creates by…](https://sms4smile.com/quotes/paul-rand/any-system-that-sees-aesthetics-as-irrelevant-that-separates-the/)

[Paul Rand](https://sms4smile.com/quotes/author/paul-rand/)

```json
{
    "@context": "https://schema.org",
    "@graph": [
        {
            "@type": "ItemList",
            "@id": "https://sms4smile.com/quotes/about/conditioned/paul-rand/#itemlist",
            "name": "1 Conditioned Quotes By Paul Rand",
            "numberOfItems": 1,
            "itemListElement": [
                {
                    "@type": "ListItem",
                    "position": 1,
                    "item": {
                        "@type": "Quotation",
                        "text": "If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned.",
                        "creator": {
                            "@type": "Person",
                            "name": "Paul Rand"
                        },
                        "url": "https://sms4smile.com/quotes/paul-rand/if-a-company-is-second-rate-the-logo-will-eventually-be-perceived-as/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/e9d/paul-rand-14711_audience_if-a-company-is-second-rate-the-logo-wil_142007.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/e9d/paul-rand-14711_audience_if-a-company-is-second-rate-the-logo-wil_142007.png",
                            "url": "https://sms4smile.com/quotes/i/e9d/paul-rand-14711_audience_if-a-company-is-second-rate-the-logo-wil_142007.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to…” — Paul Rand",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                }
            ]
        },
        {
            "@type": "CollectionPage",
            "@id": "https://sms4smile.com/quotes/about/conditioned/paul-rand/#webpage",
            "url": "https://sms4smile.com/quotes/about/conditioned/paul-rand/",
            "name": "Conditioned Quotes by Paul Rand",
            "isPartOf": {
                "@id": "https://sms4smile.com/quotes/#website"
            },
            "mainEntity": {
                "@id": "https://sms4smile.com/quotes/about/conditioned/paul-rand/#itemlist"
            },
            "primaryImageOfPage": {
                "@id": "https://sms4smile.com/quotes/i/e9d/paul-rand-14711_audience_if-a-company-is-second-rate-the-logo-wil_142007.png"
            },
            "description": "1 Conditioned quotes by Paul Rand. Plus more from Paul Rand and more Conditioned sayings from other authors.",
            "breadcrumb": {
                "@id": "https://sms4smile.com/quotes/about/conditioned/paul-rand/#breadcrumb"
            }
        },
        {
            "@type": "BreadcrumbList",
            "@id": "https://sms4smile.com/quotes/about/conditioned/paul-rand/#breadcrumb",
            "itemListElement": [
                {
                    "@type": "ListItem",
                    "position": 1,
                    "name": "Home",
                    "item": "https://sms4smile.com/"
                },
                {
                    "@type": "ListItem",
                    "position": 2,
                    "name": "Quotes",
                    "item": "https://sms4smile.com/quotes/"
                },
                {
                    "@type": "ListItem",
                    "position": 3,
                    "name": "Topics",
                    "item": "https://sms4smile.com/quotes/categories/"
                },
                {
                    "@type": "ListItem",
                    "position": 4,
                    "name": "Conditioned",
                    "item": "https://sms4smile.com/quotes/about/conditioned/"
                },
                {
                    "@type": "ListItem",
                    "position": 5,
                    "name": "Paul Rand",
                    "item": "https://sms4smile.com/quotes/about/conditioned/paul-rand/"
                }
            ]
        },
        {
            "@type": "WebSite",
            "@id": "https://sms4smile.com/quotes/#website",
            "name": "SMS4Smile Quotes",
            "url": "https://sms4smile.com/quotes/",
            "publisher": {
                "@id": "https://sms4smile.com/quotes/#organization"
            }
        },
        {
            "@type": "Organization",
            "@id": "https://sms4smile.com/quotes/#organization",
            "name": "SMS4Smile Quotes",
            "url": "https://sms4smile.com/quotes/",
            "logo": {
                "@type": "ImageObject",
                "url": "https://sms4smile.com/quotes/wp-content/themes/sq/assets/icons/icon-512.png",
                "width": 512,
                "height": 512
            }
        }
    ]
}
```