which fulfills esthetic needs,
complies with the laws of form
and the exigencies of two-dimensional space;
which speaks in semiotics, sans-serifs,
which abstracts, transforms, translates,
rotates, dilates, repeats, mirrors,
groups, and regroups—
is not good design
if it is irrelevant.
-Paul Rand from his essay “The Beautiful and the Useful” (via Paul Rand’s 4 Most Enduring Bits Of Design Wisdom | Co.Design | business 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 the mediocrity and denies the reader one of the most easily accessible means for esthetic development and eventual enjoyment.” - Paul Rand
-from “Reader Participation” (via Paul Rand’s 4 Most Enduring Bits Of Design Wisdom | Co.Design | business design)
He loved books; books are cold but safe friends.
I was never really insane except upon occasions when my heart was touched.