In 1998, the School of the Visual Arts in NYC held a symposium on Paul Rand, the preeminent designer of logos such as IBM, ABC, and UPS. A extremely limited edition book of Rand quotes on design was given out to attendees. For the first time, the book is now available in PDF form here courtesy of Steven Heller.
Highlights from the book include:
Good design adds value of some kind, gives meaning, and, not incidentally, can be sheer pleasure to behold; it respects the viewer's sensibilities and rewards the entrepreneur.
To design is to transform prose into poetry.
What the designer and his client have in common is a license to practice without a license.
There are designers with a sense of humor and there are those without. Given the same content, the success is in the delivery. Groucho Marx can make anything funny, while others with similar material might just be tiresome.