
Thoughts on Design
1947 · 95 pages
Beauty and utility generate each other, Paul Rand argues, and the designer's job is fusing idea with image. He pulled European modernism into American advertising and made the trade take design seriously.
★ 4.5

Beauty and utility generate each other, Paul Rand argues, and the designer's job is fusing idea with image. He pulled European modernism into American advertising and made the trade take design seriously.

Every American house is a set of clues: roof pitch, window shape, porch depth. McAlester supplies the vocabulary, from Georgian mansions to postwar ranches, and you walk out able to name your street.

Classical architecture is a language, Summerson argues, and the five orders are its grammar. He takes you from Roman temples to Baroque churches and shows what any columned facade is actually saying.