"Design is everything. Everything!

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.

Providing, meaning to a mass of unrelated needs, ideas, words and pictures - it is the designer's job to select and fit this material together and make it interesting.

Simplicity is not the goal. It is the by-product of a good idea and modest expectations."

The American graphic designer Paul Rand (real name: Peretz Rosenbaum) was born in New york in 1914. Between 1929 and 1934, Paul Rand studied in New York at the Pratt Institute, the Parsons School of Design, and the Art Students League. A pioneer of American graphic design, Paul Rand was influenced in his early work by Cubism and Constructivism as well as the Bauhaus, applying the principles learned from these avant-garde schools of art to graphic design. From 1936 to 1941, Paul Rand was art director of "Esquire" and "Apparel Arts" magazines while from 1938-1945 he also designed the acclaimed covers of "Direction" magaine. From 1941 until 1954 Paul Rand was art director of the William H. Weintraub advertizing agency in New York. From 1956 Paul Rand freelanced as a graphic designer and consultant for Westinghouse and IBM. Paul Rand was the designer who developed so many of the celebrated logos of such big companies and famous institutions as Westinghouse, NeXT Computer, IBM, United Parcel Service (UPS), the American Broadcasting Company (ABC), and Yale University. In addition, Paul Rand found time to be a professor of graphic design at Yale University in New Haven, Connecticut. Paul Rand is the author of several important books on design, including "Thoughts on Design" (1947), "Design and the Play Instinct" (1955), "A Designer's Art" (1985), and "Design, Form and Chaos" (1993).

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