Paul Rand. A legend. One of my top 3 Creative Inspirations.

“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.”
Paul Rand (1914 – 1996)

Paul Rand needs no introduction. He has designed countless forms such as the IBM logo and worked as the art director of Esquire-Coronet. I love his simplicity and fully understand what he says about simple being complicated. The hardest thing to do is communicate without too much noise. The best marks in design are clear and balanced in form. The best children's books get right to the point even if it takes many pages. The visuals meet the needs of the story. Rand's understanding of shape is apparent in all of his designs. Every single one uses space and shape to its advantage in order to fill the space and leave eye relief. He understood white space. He is a must to look at it if you are a designer or perhaps designing a logo for your business.

video: Imaginary Forces