Thoughts on Design by Paul Rand. Softcover, 3rd edition, Studio Vista, London and Van Nostrand Reinhold, New York, 1970. 6.5 x 7.75, pp. 96, set in Linotype Bodoni Book. Design by Paul Rand.
Paul Rand first published his "Thoughts on Design" in 1947, with an introduction by E. McKnight Kauffer. For the purpose of clarifying some of the ideas and enriching the visual material, Rand has revised a portion of the text and replaced a number of pictures for this 3rd edition. This desirable title signals Rand’s strong convictions about graphic design: "Uncompromising and experienced, Rand demonstrates that sound and serious theory is practical.”
Heavily illustrated with approx. 85 black and white examples, some full page, Thoughts on Design features a new Preface (January, 1970) as well as the original 1st edition Preface (January, 1946) and articulated texts including: The Beautiful and the Useful, The Designer’s Problem, The Symbol in Advertising, Versatility of the Symbol, The Role of Humor, Imagination and the Image, Reader Participation, Yesterday and Today, and Typographic Form and Expression. A still relevant, graphic design classic.
A near fine softcover with its’ very good photographically printed (photogram) dust jacket with light wear along the edges, and toning to the spine. The jacket looks as if it was cut a smidge short. Interior unmarked and binding tight. Recommended!