Thoughts on Design – Paul Rand’s iconic design manifesto back in print

Decades ago, when I was a budding graphic designer, I found a copy of iconic designer Paul Rand’s then out-of-print Thoughts on Design at the annual State Department book sale in DC (a mecca for bookworms). The modest little tome made a big impression on me. Rand’s insistence on the integrity of form and function, his immaculately modern designs, and his brilliant sense of humor (often with cleverly hidden visual puns in his designs) really helped wire my nervous system as a designer.

Sadly, this seminal book has been out of print since the 1970s. But no longer. For the centenary of Rand’s birth (Aug 15, 1914), Chronicle has re-released Thoughts on Design. The new edition remains faithful to the 1970s edition (the one I had), with the addition of a new foreword by designer Michael Bierut.

One impressive thing about Rand’s book to me was always how much he was able to say about the nature of good design in 96 short pages (with the majority of those pages reproductions of his work). He was a master at arriving at designs that boiled down the essence of the intended messages, be it an advertisement or a corporate identity, and he similarly renders out the heart of basic design philosophy in this book. Take passages like:

There are, however, instances when recognizable images are of sufficient plastic expressiveness to make the addition of geometric or “abstract” shapes superfluous.

So, with that principle in mind, he inverts wooden coat hangers to make a flock of birds for a spring apparel poster.

Looking through this book, you realize how many monumental logos he was responsible for: ABC, UPS, Westinghouse, IBM, Ikea, Adobe, the list goes on. As a designer, I always marveled at the Westinghouse logo. Something so absurdly simple, so potently suggestive of electronics and light bulbs, and something that was just so pleasing to look at (and easy to apply in branding/packaging). To me, that logo boiled down the essence of Paul Rand’s genius, and the wisdom and the portfolio of work found in this book.

Thoughts On Design, by Paul Rand ($12)

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