Graphic Design, which fulfills aesthetic needs, complies with the laws of form and exigencies of two-dimensional space; which speaks in semiotics, sans-serifs, and geometrics; which abstracts, transforms, translates, rotates, dilates, repeats, mirrors, groups, and regroups, is not good design if it is irrelevant.
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About Paul Rand
Paul Rand was a 20th-century American graphic designer. Paul Rand was an American art director and graphic designer. He is known for his corporate logo designs, including logos for IBM, UPS, Enron, Morningstar, Inc., Westinghouse, ABC, and NeXT. Read more on Wikipedia →