The principal role of a logo is to identify, and simplicity is its means... Its effectiveness depends on distinctiveness, visibility, adaptability, memorability, universality, and timelessness. — Paul Rand Copy Share Image
To design is much more than simply to assemble, to order, or even to edit: it is to add value and meaning, to illuminate,… — Paul Rand Copy Share Image
If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will… — Paul Rand Copy Share Image
Asymmetric balance creates greater reader interest. Pleasure derived from observing asymmetrical arrangements lies partly in overcoming resistances, which, consciously or not, the spectator adjusts… — Paul Rand Copy Share Image
There's a certain kind of research you have to listen to - the factual stuff, not opinion. Facts are facts. Sugar is sweet -… — Paul Rand Copy Share Image
Graphic design, which evokes the symmetria of Vituvius, the dynamic symmetry of Hambidge, the asymmetry of Mondrian; which is a good gestalt, generated by… — Paul Rand Copy Share Image
Being good is more important than being original. Originality is a product, not an intention. — Paul Rand Copy Share Image
In the Orthodox religion, you don't draw the human figure. It's against the rules. — Paul Rand Copy Share Image
“In essence, it is not what it looks like but what it does that defines a symbol.” — Paul Rand Copy Share Image
The public is more familiar with bad design than good design. It is, in effect, conditioned to prefer bad design, because that is what… — Paul Rand Copy Share Image
“All art is relationships, all art. Design is relationships. Design in a relationship between form and content... Your glasses are round. Your collar is… — Paul Rand Copy Share Image
Design can be art. Design can be aesthetics. Design is so simple, that's why it is so complicated. — Paul Rand Copy Share Image
Any system that sees aesthetics as irrelevant, that separates the artist from his product, that fragments the work of the individual, or creates by… — Paul Rand Copy Share Image
