Graphic design-
which fulfils aesthetic needs,
complies with the laws of form
and the exigencies of two-dimensional space;
which speaks in semiotics, sans-serifs,
and geometries;
which abstracts, transforms, translates,
rotates, dilates, repeats, mirrors,
groups, and regroups-
is not good design
if it is irrelevant.
Graphic design-
which evokes the symmetria of Vitruvius,
the dynamic symmetry of Hambidge,
the asymmetry of Mondrian;
which is a good gestalt;
which is generated by intuition or by computer,
by invention or by a system or coordinates-
is not good design
if it does not co-operate
as an instrument
in the service of communication.
-Paul Rand (who knew he was a poet?)
