“Providing, meaning to a mass of unrelated needs, ideas, words and pictures – it is the designer’s job to select and fit this material together and make it interesting.”
Paul Rand
“The designer does not, as a rule, begin with a preconceived idea. His idea is the result of subjective and objective thought, and the design a product of the idea. In order, therefore, to achieve an honest and effective solution he necessarily passes thought some sort of mental process … Consciously or not, he analyzes, interprets, translates … He improvises, invents new techniques and combinations. He coordinates and integrates his material so that he may restate his problem in terms of ideas, pictures, forms, and shapes. He unifies, simplifies, eliminates superfluities. He symbolizes … abstract from his material by association and analogy. He intensifies and reinforces his symbol with appropriate accessories to achieve clarity and interest. He draws upon instinct and intuition. He considers the spectator, his feelings and predilections.”
Paul Rand
“Design is the method of putting form and content together. Design, just as art, has multiple definitions; there is no single definition. Design can be art. Design can be aesthetics. Design is so simple, that’s why it is so complicated.”
Paul Rand
“Without aesthetic, design is either the humdrum repetition of familiar clichés or a wild scramble for novelty. Without the aesthetic, the computer is but a mindless speed machine, producing effects without substance. Form without relevant content, or content without meaningful form.”
Paul Rand
“Simplicity is not the goal. It is the by-product of a good idea and modest expectations.”
Paul Rand
“Curiosity about life in all of its aspects, I think, is still the secret of great creative people.”
Leo Burnett
“We want consumers to say, ‘That¹s a hell of a product’ instead of, ‘That¹s a hell of an ad.’ “
Leo Burnett, quoted in 100 :LEO’s, Chicago, IL: Leo Burnett Company, p. 14
“If everyone is thinking alike, then somebody isn¹t thinking.”
General George S. Patton
