
Rand's philosophy is summed up in his most well-known quote - "Simplicity is not the goal. It is the by-product of a good idea and modest expectations" - and of course he has plenty of brilliant examples of his work to back this up - ABC, IBM, UPS, Westinghouse and Enron to name but a few.
Along with Reid Miles and Lester Beall, Paul Rand was a leading proponent of an Americanised commercial approach to the Swiss Style, and this little book is a must-read for all students of design. You can order it on Amazon for about £12 in paperback and £8 on Kindle. And as a taster, read Michael Bierut's introduction to the new edition, 'Thoughts on Thoughts on Design'.
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Paul Rand website