What is good?

Everything is design. The work of Paul Rand defined modern design.
A short retrospective film created more than 20 years ago for American design icon Paul Rand's induction to The One Club Hall of Fame, by LA-based design studio Imaginary Forces, encapsulates a few of Rand’s greatest insights. The audio for the piece came from a 1997 interview, "Conversations with Paul Rand". As a designer, I was very aware of Rand's work (not to be confused with American politician Rand Paul), but wasn't as familiar with his writing or teaching. Born Peretz Rosenbaum in 1914, in Brooklyn, Rand (who later changed his name either due to misspellings or to avoid bias) took a $25 certificate course at the Pratt Institute to study art. Today, a semester at Pratt can cost $30 K. After extending his studies at the Parsons School of Design (another revered school) he began his career in 1932. This is really the very early days of design as a profession, from graphic design, industrial design, to interior design, when design specialties began appearing. This generation of designers created the practice and principles that define those professions today. Apart from being an influential designer, Rand was also a remarkable teacher. His belief that design should be visually pleasing as well as functionally effective drove his work for magazines, advertising and most memorably, logo design. His many mantras, such as “Simplicity is not the goal. It is the by-product of a good idea and modest expectations,” demonstrate that he also had a knack for capturing heady ideas in a simple, concise fashion.
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