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Design, Form, and Chaos
Paul Rand's stature as one of the world's leading graphic designers is incontestable. For half a century his pioneering work in the field of advertising design and typography has exerted a profound influence on the design profession; he almost single-handedly transformed "commercial art" from a practice that catered to the lowest common denominator of taste to one that could assert its place among the other fine arts. Among the numerous clients for whom he has been a consultant and/or designer are the American Broadcasting Company, IBM Corporation, and Westinghouse Electric Corporation.
In this witty and instructive book, Paul Rand speaks about the contemporary practice of graphic design, explaining the process and passion that foster good design and indicting faddism and trendiness. Illustrating his ideas with examples of his own stunning graphic work as well as with the work of artists he admires, Rand discusses such topics the values on which aesthetic judgments are based; the part played by intuition in good design; the proper relationship between management and designers; the place of market research; how and when to use computers in the production of a design; choosing a typeface; principles of book design; and the thought processes that lead to a final design.
The centerpiece of the book consists of seven design portfolios - with diagrams and ultimate choices - that Rand used to present his logos to clients such as Next, IDEO, and IBM.
In this witty and instructive book, Paul Rand speaks about the contemporary practice of graphic design, explaining the process and passion that foster good design and indicting faddism and trendiness. Illustrating his ideas with examples of his own stunning graphic work as well as with the work of artists he admires, Rand discusses such topics the values on which aesthetic judgments are based; the part played by intuition in good design; the proper relationship between management and designers; the place of market research; how and when to use computers in the production of a design; choosing a typeface; principles of book design; and the thought processes that lead to a final design.
The centerpiece of the book consists of seven design portfolios - with diagrams and ultimate choices - that Rand used to present his logos to clients such as Next, IDEO, and IBM.
224 pages, Hardcover
First published March 31, 1993
17 people are currently reading
1321 people want to read
About the author
Paul Rand
46 books116 followersPaul 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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Displaying 1 - 17 of 17 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!!!
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!!!
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.
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.
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.”
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.
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.
March 3, 2014
Hmm, a little more...abstract than what I was looking for.
October 23, 2020
As usual, Rand is relevant, succinct, inspiring. My favorite of his books.
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.
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.
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.
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.
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.
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February 28, 2023Design, Form, and Chaos by Mr. Paul Rand (1993)
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.
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.
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-...
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.
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.
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.
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.
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.
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