Tuesday, May 22, 2007

Paul Rand: Thoughts and despair on logo design

LifeClever shares the wisdom of a graphics genius in Paul Rand: Thoughts and despair on logo design. Of particular interest in these parts are Rand's thoughts on presentation. Enjoy.
Finally, Rand stresses the importance of presenting design work. You must tell a unique story that’s catered to your audience:
Canned presentations have the ring of emptiness. The meaningful presentation is custom designed—for a particular purpose, for a particular person. How to present a new idea is, perhaps, one of the designer’s most difficult tasks. This how is not only a design problem, it also pleads for something novel. Everything a designer does involves presentation of some kind—not only how to explain (present) a particular design to an interested listener (client, reader, spectator), but how the design may explain itself in the marketplace… A presentation is the musical accompaniment of design. A presentation that lacks an idea cannot hide behind glamourous photos, pizzazz, or ballyhoo. If it is full of gibberish, it may fall on deaf ears; if too laid back, it may land a prospect in the arms of Morpheus.

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