Paul Rand - “Without aesthetic, design is either the humdrum repetition of familiar clichés or a wild scramble for novelty. Without the aesthetic, the computer is but a mindless speed machine, producing effects without substance. Form without relevant content, or content without meaningful form.”
Paul Rand was a visionary graphic designer (I’d call him artist), widely known for his corporate logos, and for being one of the fathers of the Swiss Style. “Eye-Bee-M”, 1981. “NeXT”, 1986. Here a 1993 interview with Steve Jobs talking about Paul Rand.