Paul Rand

Paul Rand Graphic Designer

“Everything

is design.

“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.”

Everything!“ Paull Rand almost single handedly turned commercial artists into graphic designers during the fifties and sixties.

Rand was able to convince the business world that design was a useful and effective tool.

“A logo does not sell,

The business of creating and designing logos and corporate identities was booming in the late 1980’s, which is when Steven Jobs, founder of Apple Computer Company, specifically sought out Rand to design the new logo for his new educational program NeXT. Jobs said that Rand solved a great design problem for his company and created a little “jewel” with the name of the Jobs also commented on Rands method by saying

company contained within it.

“He really approached it as a problem that had to be solved, not an artistic challenge for his own sake.”

it identifies.”

Rand made his career off of being simple and clear with his designs to communicate as accurately as possible to the viewers the intended message. “We’re being paid to be interesting, to make things better than they are, to make things memorable, but you don’t do it by being complicated. Complexity is not the solution to complex problems.”

design

“Good

is good business.”

Original

“Don’t try to be

Rand approached his work as

When Rand was 80 he was

a visual problem that needed

quoted saying, “I couldn’t do

to be solved. His solutions

the work i do today without

were always most effective when he stayed simple and direct with his visuals. Rand fully believe in staying true to

computers. Its fast and for production, but i do not see it as a means of creation to me, I don’t need it to do any creative work, I use it to do production

starting out simple with pencil

work. You dont get the same

and paper and building up his

satisfaction from a machine as

ideas until they were precise

you do from the hand. The

and clear.

satisfaction of acheivment.”

l...

...just try to be good.�

“Simplicity

is not the goal.

It is the by-product of a

good idea and modest

expectations.”

Simplicity was not the only focus for Rand, he believed aesthetics were the basis for all good design solutions but without unneseccary clutter and complexity. “My only concern is to make our environment beautiful.” Being able to communicate clearly through a simple design is one of the hardest acheivements to accomplish as a designer. “Simplicity is not just a mannerism but a goal. It’s very difficult to be simple and be interesting.”

Heller Heller Heller Heller Heller Heller

Steven, Steven, Steven, Steven, Steven, Steven,

Paul Rand, (London, Phaidon, 1999), 34. p 36. p 38. p 43. p 145. p 189.

Designed and written by Vanessa DeMars Composed in Futura, Typeface Copyright Š 2012 Vanessa DeMars, Portland, Maine College of Art