Top 10 Paul Rand Quotes

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

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

I was too practical to want to be a painter.

Artistic tricks divert from the effect that an artist endeavors to produce, and even excellent elements such as bullets, arrows, brackets, ornate initials, are at best superficial ornamentation unless logically employed.

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

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.

You can't criticize geometry. It's never wrong.

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.

Good design doesn't date. Bad design does.

There's a certain kind of research you have to listen to - the factual stuff, not opinion. Facts are facts. Sugar is sweet - it's not a matter of opinion. It just is.

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