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Hector

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“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

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“Without aesthetic, design is either the humdrum repetition of familiar clichés or a wild scramble
for novelty. Without the aesthetic, the computer is but a mindless speed machine, producing
effects without substance. Form without relevant content, or content without meaningful form.”
― Paul Rand

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

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“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.”
― Paul Rand

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“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

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