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September/October 2009

When a Good Idea Works

Purity, openness, and simplicity are engines of design.

By John Maeda

Gorgeous: Casey Reas uses Processing to create high-resolution photographic prints. “This image was generated by thousands of autonomous software agents carrying out their instructions,” he explains. “Shapes are drawn as they intersect—the size and colors are determined by the agents’ behaviors.”
Credit: Casey Reas/Bitforms Gallery, NYC

In 1995, I visited the home of the late, great designer Paul Rand, who had designed the iconic logos of IBM, ABC, and NeXT. I still vividly recall him opening a letter and chuckling while reading it: "Mr. Rand, I love your design for the CBS logo." He was laughing, of course, because the design wasn't his: it was the work of the late, great designer William Golden. But Rand was far from annoyed by the misattribution. "If you live long enough, people will think you did everything," he told me. He was in his 80s at the time.

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