What do you think?
Rate this book
Conversas com Paul Rand
As one of the most influential and inspirational graphic designers of the twentieth century, Paul Rand defined modern American graphic design. His iconic logo designs for IBM, UPS, and the ABC television network distilled the essences of modernity for his corporate patrons. His body of work included advertising, poster, magazine, and book designsall characterized by simplicity and a wit all his own. His ability to discuss design with insight and humor made him one of the most revered design educators of our time. This latest volume of the popular Conversations with Students series presents Rands last interview, recorded at Arizona State University one year before his death in 1996. Beginners and seasoned design professionals alike will be informed by Rands words and thoughts on varied topics ranging from design philosophy to design education.
128 pages, Paperback
First published January 3, 2007
27 people are currently reading
561 people want to read
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 - 30 of 35 reviews
October 14, 2012
The book is a reaffirmation of Rand's ability to communicate so very clearly complicated ideals in a way that was so simple. He said it best," design is about form and content," and,"it is a system of relationships." The comments in the book more come from those who encountered him I find, but the real value of this and Rand is for those who probably never knew him personally and yet will be inspired by his thinking for years to come and this little book is a great introduction to inspire one that way.
As someone as well mentioned in the book of the favor of Rand's last book he wrote from 'Lascaux to Brooklyn,' and add to that the next to the last book he authored, which I personally recommend to anyone that will listen or is asking/ pursuing or interested in their first encounter in design or for that matter art or creative anything,'Design, Form & Chaos.' Probably going somewhat unnoticed in the book and you really don't want to miss it is the wonderful and suggested bibliography... you have to ck. it out.
A great primer book to draw you into the wisdom and intellect and sharing that is very much still Paul Rand... very inspirational and motivating.
Hank Richardson.
As someone as well mentioned in the book of the favor of Rand's last book he wrote from 'Lascaux to Brooklyn,' and add to that the next to the last book he authored, which I personally recommend to anyone that will listen or is asking/ pursuing or interested in their first encounter in design or for that matter art or creative anything,'Design, Form & Chaos.' Probably going somewhat unnoticed in the book and you really don't want to miss it is the wonderful and suggested bibliography... you have to ck. it out.
A great primer book to draw you into the wisdom and intellect and sharing that is very much still Paul Rand... very inspirational and motivating.
Hank Richardson.
January 4, 2014
Really good insight to the man who helped shape America's graphic design identity during its hay day of the 1940's, 1950's, and 1960's. Thoses were also the days were graphic designers made good money. From what I understand Rand did not get too involved with the computer, though he recognized it as a vital tool for graphics people. That said he also stated that the computer was just that a mechanism for the designer and not a replacment. He contended that regardless of technology that the fundamentals of design still remain the same.
July 11, 2021
1.
DEFINITION:
Design is relationships. Design is a relationship between form and content.”
>> Content is basically the idea, that is what content is.
>> Form is how you treat the idea, what you do with it.
That you may not be a good designer—by just reading this book.
Without knowing the basic theory, people feel they have to memorize everything. It is impossible.
Everything is design. Everything!
On Association: you have a pattern of white dots on a black background, there is an idea of wetness by association with raindrops. So there are all kinds of associations that come into the picture.
On Grids:
The idea of the grid is that it gives you a system of order and still gives you plenty of variety. It is up to you when you want to switch.
Mechanically, the grid is based on your typeface. Consider the size of the type and the leading.
There is a big difference in definition, a big difference in defining terms. You ask a student, what is this? The student answers, and it is correct, but it does not lead you anywhere. So a definition has to lead you somewhere, it has to generate something.
If they do not understand that, they do not know what the hell they are doing. They are just making mechanical drawings. Everything here is a relationship. This to this, this to this, this to this, everything relates, and that is always the problem.
To appreciate things aesthetically means you really have to understand aesthetics, because that is what you are doing when you look at a picture. You are recreating it.
You do not talk aesthetics to the client. (lmao)
2.
It goes back to the pre-Renaissance when [artist and architect Giorgio] Vasari said that design is the fundamental, the basis for all art, painting, dance, sculpture, writing—it is the fundamental of all the arts.
Most of the time people talk about design and nobody understands what the subject is
Every time you do something, the potential for making mistakes is enormous. The process of designing is from complexity to simplicity. The part of complexity is filled with all kinds of horrible problems
Picasso said that painting is a process of elimination, which means you have to have something to eliminate. That is one of the reasons we start off with things very complicated. But the product must end up being simple. That is difficult for anybody. End of lecture!
I think it is important to be informed. It is important to know what you are doing. It is important to define and be able to define your subject.
But I really think that unless you have read Art as Experience, you have not been educated in design.
The fact that you can use the computer and all the systems, the Quark, all that other stuff, it is very unimportant compared with the problem of understanding what you are doing as a designer.
the first part of the (design) process, called preparation. The second part of the process is incubation. The third aspect of the problem is revelation, or illumination.
>> So that is the design process or the creative process. Start with a problem, forget the problem, the problem reveals itself or the solution reveals itself, and then you reevaluate it. This is what you are doing all the time.
If I do something and I am having problems with it I forget and come back to it the next week or the next day and something happens. So the incubation period is very important, to forget for a week, or a day, or whatever. You take the time so you can decide..
Student This process thing—do you
think it is possible to come up with a
perfect design?
Rand I think if you are God it is.
You do not mix typefaces. It is stupid. That is mannerism, trendy
stuff, doing it because someone else is doing it.
What is the first thing you have to do when designing a logotype. Condense it.
Design is universal and timeless, good design.
You are not going to be a creative genius just because you have a computer. In fact the chances are you will be just the opposite. You just will be a computer operator.
We are not only designers, but we must deal with clients politically, socially, aesthetically—it is a very difficult problem.
DEFINITION:
Design is relationships. Design is a relationship between form and content.”
>> Content is basically the idea, that is what content is.
>> Form is how you treat the idea, what you do with it.
That you may not be a good designer—by just reading this book.
Without knowing the basic theory, people feel they have to memorize everything. It is impossible.
Everything is design. Everything!
On Association: you have a pattern of white dots on a black background, there is an idea of wetness by association with raindrops. So there are all kinds of associations that come into the picture.
On Grids:
The idea of the grid is that it gives you a system of order and still gives you plenty of variety. It is up to you when you want to switch.
Mechanically, the grid is based on your typeface. Consider the size of the type and the leading.
There is a big difference in definition, a big difference in defining terms. You ask a student, what is this? The student answers, and it is correct, but it does not lead you anywhere. So a definition has to lead you somewhere, it has to generate something.
If they do not understand that, they do not know what the hell they are doing. They are just making mechanical drawings. Everything here is a relationship. This to this, this to this, this to this, everything relates, and that is always the problem.
To appreciate things aesthetically means you really have to understand aesthetics, because that is what you are doing when you look at a picture. You are recreating it.
You do not talk aesthetics to the client. (lmao)
2.
It goes back to the pre-Renaissance when [artist and architect Giorgio] Vasari said that design is the fundamental, the basis for all art, painting, dance, sculpture, writing—it is the fundamental of all the arts.
Most of the time people talk about design and nobody understands what the subject is
Every time you do something, the potential for making mistakes is enormous. The process of designing is from complexity to simplicity. The part of complexity is filled with all kinds of horrible problems
Picasso said that painting is a process of elimination, which means you have to have something to eliminate. That is one of the reasons we start off with things very complicated. But the product must end up being simple. That is difficult for anybody. End of lecture!
I think it is important to be informed. It is important to know what you are doing. It is important to define and be able to define your subject.
But I really think that unless you have read Art as Experience, you have not been educated in design.
The fact that you can use the computer and all the systems, the Quark, all that other stuff, it is very unimportant compared with the problem of understanding what you are doing as a designer.
the first part of the (design) process, called preparation. The second part of the process is incubation. The third aspect of the problem is revelation, or illumination.
>> So that is the design process or the creative process. Start with a problem, forget the problem, the problem reveals itself or the solution reveals itself, and then you reevaluate it. This is what you are doing all the time.
If I do something and I am having problems with it I forget and come back to it the next week or the next day and something happens. So the incubation period is very important, to forget for a week, or a day, or whatever. You take the time so you can decide..
Student This process thing—do you
think it is possible to come up with a
perfect design?
Rand I think if you are God it is.
You do not mix typefaces. It is stupid. That is mannerism, trendy
stuff, doing it because someone else is doing it.
What is the first thing you have to do when designing a logotype. Condense it.
Design is universal and timeless, good design.
You are not going to be a creative genius just because you have a computer. In fact the chances are you will be just the opposite. You just will be a computer operator.
We are not only designers, but we must deal with clients politically, socially, aesthetically—it is a very difficult problem.
December 23, 2017
Far and away, my favorite read of 2017. As a graphic designer, I’ve heard the name Paul Rand more time than I care to count. I’ve admired and studied his most famous works. However, given all of that, this book provides new insight, not only in his thoughts on design, but to the type of person he was: compassionate, intelligent, and honest.
Not to mention, the book is just beautiful.
Not to mention, the book is just beautiful.
June 27, 2021
An enlightening set of transactions with a extremely sincere and no-nonsense designer who left a legacy for all designers to come. Blessed are the students and teachers (not to mention the clients) who shared the time-space with him.
March 27, 2019
It was wonderful to know how good a person is Paul Rand. Its a gentle conversation that is norishing and inspiring about graphic design.
June 26, 2023
It is important to use your hands, this is what distinguishes you from a cow or a computer operator. [44]
October 25, 2023
A tiny delight for someone interested in the topic design and Paul Rand.
December 30, 2023
Like reading a podcast!!!
Conversations in my head with my ideas and values intertwined!
Conversations in my head with my ideas and values intertwined!
February 8, 2024
Even if you're not a designer, you should read this. A great designer, a great human being.
March 21, 2017
Excelente, um mestre, um sábio, deste que é difícil se encontrar hoje em dia. Um sonho chegar a metade do conhecimento e clareza sobre o design deste grande professor.
November 21, 2010
This documents a few student and faculty conversations with design god — and notorious curmudgeon — Paul Rand.
Most famous for designing the logos for IBM, ABC, Westinghouse, UPS and others, Rand is was a figurehead of design during his lifetime (1914–1996) and inspired designers with snarky wit and uncompromising viewpoint on what good design is. I really admire how Rand insisted that design is about the "relationship between form and content" which seems to me about the best definition of design out there.
It seems that most accounts of Rand's life and work are told through anecdotal stories or in more formal books by Rand himself, so I appreciated this candid back-and-forth between Rand and his admirers.
Most famous for designing the logos for IBM, ABC, Westinghouse, UPS and others, Rand is was a figurehead of design during his lifetime (1914–1996) and inspired designers with snarky wit and uncompromising viewpoint on what good design is. I really admire how Rand insisted that design is about the "relationship between form and content" which seems to me about the best definition of design out there.
It seems that most accounts of Rand's life and work are told through anecdotal stories or in more formal books by Rand himself, so I appreciated this candid back-and-forth between Rand and his admirers.
January 2, 2017
Really quick read! Small insight to the icons teaching process and thinking. Mainly in the form of dialogue scripts, from the interview - at Yale, around '90's, if I understood that correctly. The afterwords, by his students, expand insight a bit.
What I got out of this, that might sum it up, were following guidelines'ish thoughts: 1) everything is design; 2) basis to all, is being informed and knowing the Problem; 3) it's all about the relationships, manipulation with the form and content.
Of course, also, that there is no perfect design (god like) and it is okey to think, that someone has already done it - though one would be stupid to copy it, if one has the knowledge it already exist.
What I got out of this, that might sum it up, were following guidelines'ish thoughts: 1) everything is design; 2) basis to all, is being informed and knowing the Problem; 3) it's all about the relationships, manipulation with the form and content.
Of course, also, that there is no perfect design (god like) and it is okey to think, that someone has already done it - though one would be stupid to copy it, if one has the knowledge it already exist.
July 19, 2012
my first encounter with paul rand. i get the sense that as an instructor he was more interested in asking questions, in pushing and provoking you, probably to the point of being infuriating, than in providing answers and making it easy. a useful guide for adventuring into the field of visual communications this book.
January 3, 2013
This book is a great reminder of what design is all about at its core. This little volume is a great example of thoughtfully paired content and design. A great little treat for the designer in your life.
January 29, 2013
True gem, short and enlightening. Paul Rand was a real design guru, every word he said in those 2 short interviews captured in this book deeply resonated with my understanding of design and of a design process.
June 17, 2013
So short I didn't want it to end. While he definitely came across as a curmudgeon, I really thought there were some good nuggets in there. His fear of computers was funny and perhaps a big draw back for what I do.
February 28, 2023
An excellent look into the thought process of one of the great design minds. Some of the conversations were heavy with references to books and projects that may require some research, but it was never the less an interesting insight into how Paul Rand worked and taught.
Read
December 28, 2022I enjoyed the conversation format. His ideas are expressed more authentically than in other publications. No concepts are deeply explored, so this is a great book to understand a little bit of Paul Rand's personality, and the testimonies in the end are a great bonus for that.
March 10, 2008
good book. but paul rand's thoughts are a bit incoherent.
June 12, 2008
Good intro to design principles and theory. Gives good recommendations for additional reading. I never knew PRand was such a hard ass. Reminds me of Prof. White.
September 13, 2008
Interesting, but not earth-shattering.
It has a nice bibliography at the end, and some insights from Paul Rand, but I'm not sure that makes it worth buying...
It has a nice bibliography at the end, and some insights from Paul Rand, but I'm not sure that makes it worth buying...
November 13, 2008
An overall satisfying glimpse into the remarkable creative genius that is Paul Rand, albeit it was all too fleeting.
May 11, 2010
"Design is a relationship between form and content." I like this quotes.
October 1, 2010
it is interesting to see how paul rand worked and saw things. and it has a nice bibliography in the end
October 18, 2010
Wish it was longer
February 11, 2018
Must read for every designer.
Read
March 28, 2014Short, but insightful look at a legendary designer. Well worth reading.
September 15, 2013
Enjoyable and informative but the format is ad verbatim so somewhat hard to follow in places.
April 2, 2015
I'll forever think of design as the relationship between form and content. A nice short book.
Displaying 1 - 30 of 35 reviews