Hector

“Visual communications of any kind, whether persuasive or informative, from billboards to birth announcements, should be seen as the embodiment of form and function: the integration of the beautiful and the useful.”
― Paul Rand, Thoughts on Design

“In essence, it is not what it looks like but what it does that defines a symbol.”
― Paul Rand, Thoughts on Design

“Even if it is true that the average man seems most comfortable with the commonplace and familiar, it is equally true that catering to bad taste, which we so readily attribute to the average reader, merely perpetuates that mediocrity and denies the reader one of the most easily accessible means for esthetic development and eventual enjoyment.”
― Paul Rand, Thoughts on Design

“The designer does not, as a rule, begin with some preconceived idea. Rather, the idea is (or should be) the result of careful study and observation, and the design a product of that idea.”
― Paul Rand, Thoughts on Design