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Design, Form, and Chaos

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“To have the preeminent graphic designer in America—the leading proponent of the Modern—intelligently and forcefully speak out makes this a document for today and the ages. Rand’s book is a classic.”—Stephen Heller (1993)
 
Paul Rand (1914–1996) was a pioneer in the field of advertising design and typography, and his work still exerts a profound influence on the design profession. First published to critical acclaim in 1993, and long unavailable, Design, Form, and Chaos is now back in print. Exploring graphic design challenges such as the values behind aesthetics, the role of intuition, selecting a typeface, and the place of market research, the book elegantly demonstrates how utility and beauty can be effectively combined. Illustrated with examples of Rand’s own remarkable graphic design, as well as with the work of artists he admired, the book features seven portfolios that he used to present logos to clients such as Next, IDEO, and IBM. Clearly one of the most important books in the history of 20th-century American design, Design, Form, and Chaos is a must have for any student or professional.

240 pages, Hardcover

First published March 31, 1993

17 people are currently reading
1316 people want to read

About the author

Paul Rand

46 books116 followers
Paul Rand (born Peretz Rosenbaum) was an American graphic designer, best known for his corporate logo designs. Rand was educated at the Pratt Institute (1929–1932), and the Art Students League (1933–1934). He was one of the originators of the Swiss Style of graphic design. From 1956 to 1969, and beginning again in 1974, Rand taught design at Yale University in New Haven, Connecticut. Rand was inducted into the New York Art Directors Club Hall of Fame in 1972. He designed many posters and corporate identities, including the logos for IBM, Apple, UPS and ABC. Rand died of cancer in 1996. He is buried in Beth El Cemetery in Norwalk, Connecticut.

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5 stars
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92 (34%)
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46 (17%)
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Displaying 1 - 17 of 17 reviews
Profile Image for selin ho.
30 reviews
June 25, 2025
a MUST READ for anyone interested in the visual form

rand provides deeply fascinating insights into the role of the designer and the background/learning necessary to be a designer in today's day and age. his essays feel awfully contemporary, as he highlights issues that still plague the modern designer. some of my favorite excerpts come from "Good Design is Goodwill" and "Computers, Pencils, and Brushes." simply put, a fantastic compilation of some of his best written work, accompanied by stunning designs (his own work and that of others)

certainly recommend!!!
Profile Image for Reese Derksen.
34 reviews
July 19, 2023
Some sections of this book are difficult to follow if you’re not Paul Rand. Reading about a visual medium—graphic design—is a struggle because words can never fully explain something that has form.

This is why the portfolio presentations included are the star of this book. It’s exciting to see the steps taken in each logo’s development accompanied with written notes regarding decision-making. The review of Eric Gill’s typography essay was also a joy to read.
Profile Image for Portia.
32 reviews
June 17, 2022
Not going to say I understood all of it (‘ol Paul likes his big words & ideas) but was kind of sucked into the case studies and presentations he did with the reasoning behind his biggest designs. Can I read every book typeset in Caslon 540 plz and thanks? “I came here to learn how to design, not how to use a computer.”
Profile Image for Mike Peleah.
144 reviews5 followers
February 9, 2018
"Design, Form, and Chaos" is a book about Aesthetics, Process, and Professional growth.
The book is already 25 years old, but still very relevant and contemporary. The book itself is a nice combination of art album and essays.

First part, which I liked most, explores the aesthetic roots of design and shows linkages between art and design. While this part could be seen as a bit theoretical, not practical, it lays out foundation principles. Next part shows these principles put in practice, it demonstrates working process using a number of real examples, including Next and IBM. The final essay is devoted to learning and coaching. I find it a bit boring, "the grass used to be greener" style.

Overall, a great book combining reading and visual experience, and calling for re:reading and re:visiting.

Profile Image for Jenne.
1,086 reviews737 followers
March 3, 2014
Hmm, a little more...abstract than what I was looking for.
Profile Image for Spencer Linton.
238 reviews4 followers
October 23, 2020
As usual, Rand is relevant, succinct, inspiring. My favorite of his books.
Profile Image for Blake Bos.
5 reviews1 follower
December 14, 2020
Beautiful book that is worth reading. Tone overall is pretty pessimistic which made it not as inspiring. I'll need to read again further into my career.
5 reviews
September 11, 2023
Exploring the intricate relationship between design, form, and chaos in a first-person perspective has been a captivating journey. It allows us to delve deep into the creative process, witnessing the birth of artistry from the chaos of imagination. One valuable resource that has greatly enriched my understanding of this topic is on this deathlogbook.com site. Their insightful articles and thought-provoking content have been a guiding light in navigating the complexities of design and form. Through this lens, I've come to appreciate how chaos can be harnessed to breathe life into innovative designs, making the creative process all the more exhilarating and rewarding.
Profile Image for Sashko Valyus.
211 reviews11 followers
August 21, 2017
Досить коротенька книга від генія дизайну. Складається з роздумів про процес дизайну, сучасні течії і вміння красіво подавати свої ідеї. В книжці він так красиво чеше, не дивно, що йому вдавалось доре продавати речі які він намалював.
Сама книга, її гортання це окремий досвіж. Зроблена дизайнерами для дизайнерів. Попадаються сторінки повністю залиті одним кольором, червоним чи чорним; логотипи на весь розворот; два абзаци тексту на всю сторінку. Її цікаво просто відкривати в будь-якому місці і розглядати. Саме наповнення досить ємке і актуальне. Особливо про комп'ютери їх вплив на процес творчості.
Profile Image for Юлия Репина.
35 reviews
September 13, 2018
Хорошее вступление в мир дизайна для новичков. Проясняет важные алгоритмы работы с формой, раскрывает механизмы работы с логотипом. В книге названы важные имена, которые должен знать каждый дизайнер, художник или желающим быть причастным к среде графического выражения мысли человек. Было интересно читать и смотреть на авторские иллюстрации.
Profile Image for Maryna Aleksandrova.
4 reviews2 followers
March 7, 2015
I find Rand's language is quite difficult to read. But same time many things are not outdated and can be applied to the modern day.
Big part of the book is where Rand gives case studies of some of his own works - I find that part very interesting, as it shows his way of thinking about the logo (in particular) - how he goes from one idea to the next one, to the next and to the final. It's fully illustrated with examples, so it's very easy to follow.
Also, he mentions his mentors in the end of the book - those are mostly 1920-1930 artists/designer.
He uses lots of quotes, all of them properly attributed, so basically this book can give you tons of links to other books, if you are interested in continuing your exploration of design world.
Profile Image for Pavel Moiseenko.
106 reviews15 followers
June 23, 2015
Книга разделена на две части. Одна — это короткие эссе о форме, идеях, творчестве; вторая — самая ценная, перепечатки презентаций логотипов, в том числе легендарных Next и IBM, где он показывает рабочий процесс и описывает логику, почему логотип сделан именно так, а не иначе. Эссе полны пафоса и старческого брюзжания, тотального недовольства современным дизайном и компьютерными инструментами (книга 20-и летней давности). Можно понять так, что Рэнд не лучший писатель, да и возраст дает знать свое. Однако есть меткие высказывания. Полный отзыв: http://pavelmoiseenko.ru/blog/dizajn-...
Profile Image for Slavik Fokin.
56 reviews3 followers
June 21, 2015
В этой книге самым выдающимся оказался первый абзац. Затем по значимости идет первая глава. А все остальное - уже на любителя. Несколько цитат:

В дизайне выражается мнение, точка зрения и социальная ответственность.

Новатор не довольствуется тем, что было и есть, он созидает то, что будет. Новатор не ограничивается правильными решениями он стремится к исключительности.

На Востоке в иерархии искусств каллиграфия всегда занимала почетное место. В западной традиции типографика, которая по сути является механическим продолжением каллиграфии, всегда рассматривалась как второстепенная и сугубо утилитарная дисциплина.
Profile Image for Azamat.
413 reviews22 followers
December 6, 2014
Довольно хорошая книга о графическом дизайне (в большей степени о фирстиле). Однако, на последних 50 стр Остапа понесло, поэтому заканчивать чтение будет уже не так увлекательно. С другой стороны книга небольшая и освоится за 2-3 часа.

В книге много картинок и интересно читать, как "папа" фирменного стиля оправдывал свои минималистичные логотипы. В наши дни пришлось бы показать большую презентацию, чтобы убедить клиента в том что этот текстовый набор и есть их новый крутой логотип.
33 reviews
January 20, 2011
A good overview of the thinking behind design giant Paul Rand. Good examples of ways to present your work to clients too.
Profile Image for Mikhail.
33 reviews
November 20, 2015
I just don't feel I've learnt anything about design by reading this book. It looks good, but I failed to find any substance.
Displaying 1 - 17 of 17 reviews

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