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[标志设计] 设计大师:保罗兰德

设计大师:保罗兰德


保罗·兰德(Paul Rand 1914-1996)

保罗·兰德(Paul Rand 1914-1996)简介:

        保罗.兰德(Paul Rand,1914-1996)兰德作为当今美国乃至世界上最杰出的图形设计师、思想家及设计教育家之一,其先导地位和作用是勿庸争辩的。

        兰德1929-1932年就学于纽约Parsons设计学院。年仅23岁 便成为Esquire Coronet广告公司的艺术指导,在随后的三十多年里他一直担任纽约广告代理公司的创意指,也曾受聘为许多美国著名大公司的设计师或设计顾问,其中包括美国广播公司、IBM公司、西屋电器公司、NEXT电脑公司、UPS快递公司、耶鲁大学等艺术顾问。他为这些公司和机构所设计的企业标志 ,已成了家喻户晓的经典之作。

        半个多世纪以来,他在视觉设计方面的建树和前卫精神对整个图形设计领域而言,影响巨大而深远。兰德穷其一生的追求,将20世纪上半叶由包豪斯倡导的现代艺术及设计理想和美学原则,切实应用到为商业服务的实用美术中来。兰德的设计实践领域极广,包括广告、杂志的艺术设计、书籍装帧及插图、字体设计、包装设计等。其著的《关于设计的思考》、《设计与本能》、《保罗兰得集》等书,这些书籍的知名度丝毫不亚于他的设计,绘画和摄影作品。也就是从1956年开始他就在耶鲁大学艺术设计学院担任教授,教授平面设计。他也曾在普拉特设计学院、库柏设计学院等著名院校任图形设计教授,多次获得各种由专业组织颁发的大奖,包括数枚“纽约艺术家协会”金奖。他还被授予英国“荣誉皇家设计师”头衔。

        他的作品作品曾被欧美和日本的多家博物馆收藏,他也因他的作品纽约的艺术设计家协会,英国的皇家设计师协会,耶鲁大学,哈佛大学等授予他的多项荣誉。

        如果有“传奇”这样的词汇专门诠释平面艺术方面中做出巨大贡献的人或者一个设计师有一个传奇历史,那么与之相匹配的保罗.兰德(Paul Rand)可以说是一个最好的例子,也理所应当的把这饿词汇诠释到他身上。

       保罗·兰德业绩和对在设计艺术发历史上的奠基石的作用,那么今天我们详细得来介绍他的生平经历,在1937年也就是仅23岁 便成为Esquire Coronet广告公司(1937-1941年)的艺术指导,为一本服装艺术杂志做封面设计,并取得了成功。第二份工作也就是从1941-1954年的广告设计,这段经历漫长而有意义。为其发展奠定了坚实的基础。第三份工作就是从1954年开始负责企业的形象工作。与之前的三份工作相比保罗.兰德更有一份对设计教育的强烈感情,从1942年开始担任COOPER协会的老师,在1946年在PRATTE学院教学,从1956年开始他就在耶鲁大学艺术设计学院担任教授。

       保罗.兰德的设计风格不拘一格,富于变化,且具有强烈的现代感觉。其在我们接下来所做的标志作品中可以体现出这一点,构图严谨,线面简洁的抽象几何图形,承袭了包豪斯设计哲学的理性之美。而自由和敏感的造型及鲜明强烈的色彩运用,又赋予其作品清秀和隽永的幽默感及独特思维,画面简练和趣味无穷。

保罗·兰德(Paul Rand 1914-1996)作品选:



美国广播公司的标志




美国Cummins(康明斯)公司



IBM公司



UPS快递公司




西屋电器产品公司




NEXT COMPUTER 公司标志


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John Maeda对于Paul Rand 的纪念文章。
——————
Thoughts on Paul Rand    by John Maeda

     

As a graduate student at MIT, I stumbled upon a thin, nondescript book called "Thoughts on Design" by Paul Rand. At the time I was building a reputation for myself as being a gifted graphical user interface designer. However, as I flipped through Rand's book I was humbled by the power with which he manipulated space and at the same time struck by the clarity of his accompanying prose. I was immediately inspired to pursue the field of graphic design, not necessarily pertaining to the computer.

It is ironic that 8 years later, I would return to MITas a professor of design, and that I would host a lecture by Paul Rand at MIT, which I did on November 14 of last year. The time for the lecture was set at 10am. For those familiar with how an American university works, an early lecture is very rare because students usually study late into the night and are less apt to attend events in the morning. But Rand insisted that he speak in the morning. He said, "If someone isn't willing to wake up to hear me to speak, I don't want to speak to them!"
  




The auditorium was packed beyond capacity with people from all over New England, some waking up as early as 5am to arrive in time for the lecture. The Director of the Media Lab, Professor Nicholas Negroponte, later remarked that during all his career at MIT he had never seen such an overwhelming audience for a morning lecture. Although conditions in the lecture hall were crowded, there was complete silence during the lecture as everyone's attention was completely focused on Rand.

The night before the lecture, we had dinner together; after which he said to me, "So, what are we going to talk about tomorrow?" My immediate reply was, "We?" He said, "Yes, it's boring if I just get up there and talk. So let's have a conversation first." So per Rand's request, I sat beside him while the lecture was given, and I began with some very basic questions. He began his lecture with the following:
  





   
  
PR: "I've waited 82 years to come to this place. I knew GyorgyKepes and Muriel Cooper, but they never invited me. I'm wondering why Mr. Maeda invited me at this late date, but I'll do my best".


JM: "What is design?"


   

  
"Design is the method of putting form and content together. Design, just as art, has multiple defintions, there is no single definition. Design can be art. Design can be aesthetics. Design is so simple, that's why it is so complicated."
   
"What is the difference between a designer and an artist?"


   

  
"There is no difference between a designer and an artist. They both work with form and content. I try to create art, whether I make it or not is not up to me, it's up to God."
   
"What is the difference between 'good' design and 'bad' design?"


   

  
"A bad design is irrelevant. It is superficial, pretentious, ... basically like all the stuff you see out there today."

   
"What are the fundamental skills of a designer?"


   

  
"The fundamental skill is talent. Talent is a rare commodity. It's all intuition. And you can't teach intuition."


"Most of your designs have lasted for several decades, what would you say is your secret?"




  
"Keeping it simple. Being honest, I mean, completely objective about your work. Working very hard at it."


"How did you get started as a designer?"

  

  
(raising his eyebrows) "I think you should ask, how did I get started as a baby?"


Rand's lecture drew much laughter from the audience. He told many stories about his different logomark presentations. One that particularly stuck out was the story for the NeXT computer logomark. Rand spoke about how as Steve Jobs turned each page of the presentation booklet Jobs' smile seemed to grow bigger and bigger until finally he reached the last page and asked Rand, "Can I hug you?" and Rand replied "Sure." He then commented, "You know you've made a good logomark when your client wants to hug you."

He then relayed a separate story about work for a different client where there was a similar eager acceptance of his presentation booklet, at which time the client (a female) asked Rand, "Can I kiss you?" And Rand replied "Sure." He then commented, "You should be sure to tell your clients stories of what previous clients have done (in reference to the Jobs story). That way they try to one up the last client."

After his lecture, Rand offered to autograph copies of his books and there was a long line that did not clear up until an hour later. People would heap piles of 6 books apiece and ask for his autograph and he diligently would sign all of them. I tried to pull him away as I had to shuttle him to a private reception but he refused to leave until all the people in line were served.

His lecture was so well received at MIT, that Negroponte suggested that Rand join the faculty at the Media Laboratory, and we immediately began the process of appointing him to the faculty. Negroponte wanted me to verify Rand's interest in joining the Media Lab, afterwhich I faxed Rand explaining the situation. He replied, "Of course I accept the position" with "of course" underlined. A few days later he passed away.
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一个介绍~
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