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In this witty and instructive book, Paul Rand speaks about the contemporary practice of graphic design, explaining the process and passion that foster good design and indicting fadism and trendiness. Illustrating his ideas with examples of his own stunning graphic work as well as with the work of artists he admires.
Rand also discusses such topics as: the values on which aesthetic judgments are based; the part played by intuition in good design; the proper relationship between management and designers; the place of market research; how and when to use computers in the production of a design; choosing a typeface and principles of book design.
The book includes an important chapter on presenting design work to the client in which the author gives examples of his own logos made over the years.
The second edition sees misprints corrected and colors adjusted to closer match the original.
Weight: 634 g
Printed in Latvia
Dimensions: 144×216 mm (5,7″×8,5″)
Press run: 3000
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