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Paul Rand was quite original in his work for a man often quoted for saying "Don't try to be original. Just try to be good." His originality as a designer, a product of his imagination as a man, made him exceptionally good at visually communicating.

The visual designer uses the alphabet to visually communicate a message by manipulating it's form and composition, as well as the space around and within the letters. Paul Rand, a designer who loved this art so much that he signed his name on the majority of his work, dedicates a section in his book, Thoughts on Design, to typographic form and expression:

The designer's challenge is to visually communicate a message. For that message to be read and appreciated, it must propose its own challenge to its reader. Paul Rand, one of the greatest designers of the 20th century, writes on the roles of the reader and designer in his book Thoughts on Design.