Editor: Paul Rand
Publisher: Yale University Press
Publication: 1983, First Edition
Binding: Hardcover, section sewn
Pages: 217
Size: 195 x 260
Text: English
Design: Paul Rand
(Foreword) '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 trans- "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 Westing-house 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 as: 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.'
Condition: Very Good. All titles are used and show shelf ware consistent with age. Rubbing to dust jacket, fading to spine, one 2" tare to cover, otherwise small chips. Clean interior. Please contact me for further information on condition.
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