Good Design is Good Will, 1987 by Paul Rand [Yale University, School of Art]

Good Design is Good Will by Paul Rand, 1987. Yale University, School of Art, New Haven, Connecticut, USA. 7 x 9, 12 pages, stapled booklet with uncoated wrappers. Typesetting by: Pastore Depamphilis Rampone [PDR], New York; Rand’s longtime client and vendor.

More than 39 years later, Rand’s ideas and convictions still ring true today... “A company’s reputation is very much affected by how it looks and how its products work. A beautiful object that doesn’t work is a reflection on the company’s integrity. In the long run, it may lose not only its customers but its good will. Good design will no longer function as the harbinger of good business but as the herald of hypocrisy. Beauty is a by-product of needs and functions.”

This uncommon promotional booklet features Paul Rand’s celebrated essay Good Design is Good Will, which first appeared in the AIGA [The American Institute of Graphic Design] Journal of Graphic Design 5, No. 3, 1987. It was later republished (albeit updated and edited) with illustrated examples in Rand’s Design Form and Chaos, 1993. Printed in black ink only, with same page references displayed and (2) illustrated examples. 

A fine, uncirculated stapled booklet without its original envelope. Should be revisited and critiqued frequently by students and professionals.