When form predominates, meaning is blunted.
But when content predominates, interest flags.
The genius comes in when both of these things fuse.
Paul Rand was an American Graphic Designer of pretty epic proportions really, and had a reputation for his corporate identity work for brands such as IBM, UPS, ENRON etc. I consider him one of my greats (along with Alan Fletcher, Saul Bass, Vignelli & so on). It’s always a joy to pick his brain once in a while.