Enhanced descriptions from Syndetics:

Illustrating his ideas with examples of his own graphic designs, as well as an eclectic collection of works, Rand discusses such topics as: the relation between art and business; the presentation of design ideas and sketches to prospective clients; the debate over typographic style; and the aesthetics of combinatorial geometry as applied to the grid. His book should be appropriate for anyone interested in the practice or theory of graphic design.

Reviews provided by Syndetics

Library Journal Review

Back to basics is Rand's refrain in this latest volume of his Yale series (e.g., Design, Form and Chaos, 1993; A Designer's Art, 1985). Visually and verbally arresting, the present title successfully distills major tenets from Rand's critically acclaimed career in graphic design, advertising, and academia. The first half is a primer, complete with large type, of fundamental aesthetic and design principles as appropriate for children, according to the author, as it is for adults. The second half connects elements of quality design to real-world problems through conceptual studies of logo designs, a typographic debate, and an appraisal and elaboration of Henry Petroski's The Evolution of Useful Things (LJ 12/92). Discriminating, erudite, and eclectic in its examples, this work clearly and convincingly communicates Rand's commonsense approach to the pursuit of quality in design theory and process. Highly recommended for all academic libraries.-Russell T. Clement, Univ. of Tennessee, Knoxville (c) Copyright 2010. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.