Yale University Press, New Haven & London. 1993. First edition. xii, 218, (2) pages. Small 4to (26 x 20 cm). Dark grey cloth with silver-lettered spine, front cover with imprint of author, dust jacket with short tape repaired tear (acid free). Includes numerous colour and b/w illustrations.
In this witty and instructive book, Paul Rand speaks on the process and passion that foster good design and indicting faddism and trendiness. Using examples of his own stunning graphic work, Rand discusses such topics as: the values on which aesthetic judgements 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. The centerpiece of the book consists of seven design portfolios with diagrams and ultimate choices that Rand used to present his logos to clients such as Next, IDEO, and IBM.