“Paul Rand admitted all his life that he was insecure as a writer. It was his passion for the subject that made him such an effective one. In his day job on Madison Avenue, he had learned the virtues of saying more with less. As a result, Thoughts on Design is almost as simple as a child’s storybook: short, clear sentences; vivid, playful illustrations. Ostensibly it is nothing more than a how-to book, illustrated with examples from the designer’s own portfolio. But in reality Thoughts on Design is a manifesto, a call to arms, and a ringing definition of what makes good design good. This, perhaps, has never been said better than in the book’s most quoted passage, the graceful free verse that begin’s Rand’s essay ‘The Beautiful and the Useful.’ Graphic design, he says, no matter what else it achieves, ‘is not good design if it is irrelevant.’”
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