paul rand was a force. in my eyes: one of the few modernists who really lived what they spoke - who found a way to get to the truth of the issue. not only did he produce phenomenal work, but he spoke about his principles with conviction and insight. his words (and humour) are still as relevant today, even though our technologies and processes have fundamentally evolved - attesting to his connecting more with human behaviour and psychology than with any tropes of design. anyone working on crafting a 'culture of design', creating 'experiences' or 'connecting with your users' has much to learn here.