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The above quote came from Paul Rand, American graphic designer. Best known for his corporate logo designs, including the logos for IBM, UPS, Enron, Morningstar, Inc., Westinghouse, ABC, and NeXT. He was one of the first American commercial artists to embrace and practice the Swiss Style of graphic design.
You might not know this quote or who said it. But you definitely now this man’s work. American designer and filmmaker Saul Bass has lit up the silver screen with his title sequences and movie posters. His art has become popular culture. The comment above is in our days a design mantra.
This rule is generally considered to be taken from Pablo Picasso’s famous remark “Good artists copy, great artists steal” But in a case of life imitating art, Picasso allegedly took the saying from Igor Stravinsky who in turn is thought to have taken it from T.S. Eliot.