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Illustrating his ideas with examples of his own graphic designs, as well as an eclectic collection of works, Rand discusses such topics as: the relation between art and business; the presentation of design ideas and sketches to prospective clients; the debate over typographic style; and the aesthetics of combinatorial geometry as applied to the grid. His book should be appropriate for anyone interested in the practice or theory of graphic design.
- Sales Rank: #1520405 in Books
- Published on: 1996-02-21
- Original language: English
- Number of items: 1
- Dimensions: .71" h x 7.90" w x 10.33" l,
- Binding: Hardcover
- 200 pages
From Library Journal
Back to basics is Rand's refrain in this latest volume of his Yale series (e.g., Design, Form and Chaos, 1993; A Designer's Art, 1985). Visually and verbally arresting, the present title successfully distills major tenets from Rand's critically acclaimed career in graphic design, advertising, and academia. The first half is a primer, complete with large type, of fundamental aesthetic and design principles as appropriate for children, according to the author, as it is for adults. The second half connects elements of quality design to real-world problems through conceptual studies of logo designs, a typographic debate, and an appraisal and elaboration of Henry Petroski's The Evolution of Useful Things (LJ 12/92). Discriminating, erudite, and eclectic in its examples, this work clearly and convincingly communicates Rand's commonsense approach to the pursuit of quality in design theory and process. Highly recommended for all academic libraries.
Russell T. Clement, Univ. of Tennessee, Knoxville
Copyright 1996 Reed Business Information, Inc.
Review
“Paul Rand was driven by a compulsion to play. He called it the Play Principle. It meant investing his work with wit and humor—and intuition. From Lascaux to Brooklyn, his last book, reveals in the title alone a sense of the absurd that made his otherwise logical work come alive.”—Steven Heller (Steven Heller)
About the Author
Paul Rand (1914–1996) was one of the luminaries of postwar American graphic design. He taught for more than 30 years at Yale University and was recognized for his iconic corporate logo designs, including those for IBM, ABC, and UPS.
Most helpful customer reviews
2 of 2 people found the following review helpful.
It's Not The Work, Its the Words
By N. Jacinto
At first I was disappointed when i started SEE the images in this book. But then I started to read it and then it all made sense. As with almost everything Paul Rand has written, this is not a "portfolio showcase" it's more like "Why to I think the way a do". And believe it or not, 90% of the designers need to learn how to think rather then how to "do it". And it's all there in black and white (well not really) as simple to read it as to understand it, as to make it a "second skin"
Sure the 70's and 80's are long gone, but what matters then still matters today. So if you can buy "From Lascaux to Brooklyn" or "A Designer's Art" do it you will not regret it
0 of 1 people found the following review helpful.
Overall a dull read, but I guess if you have a ...
By Joshua T. Eadie
Not for me, but required in my course. Explains old theories around works of art across a broad spectrum. Overall a dull read, but I guess if you have a targeted need for information about one of the subjects then this book may be worth it
1 of 3 people found the following review helpful.
A must for Paul Rand afficionados
By S. Citron
If you love and respect the work of Paul Rand, this book belongs in your collection.
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