Gelman created a process called "subtraction" which aims to strip designs down to their essence while effectively communicating an idea. The process involves creating something while eliminating unnecessary elements and steps. Gelman concluded that as long as a clear message can be sent in the fastest way through a design that stands on its own and communicates the idea, then simplicity is ideal.

1. Alexander Gelman
“Subtraction”

2. Gelman created a process entitled
‘subtraction.’ Subtraction = stripping a
design down to its essence while
effectively communicating an idea.
…the process of creating something
while you eliminate unnecessary
elements and steps_____________
“I've concluded that if I can send a
clear message in the fastest way & it
stands on its own & communicates
the idea, then that's enough.”

15. INFLUENCES

16. Paul Rand

17. Paul Rand

18. Paul Rand

19. Paul Rand

20. Paul Rand

21. Swiss Graphic
Design

22. Swiss Graphic
Design

23. Joseph Muller Brockman

24. Joseph Muller Brockman
“Design is history…”

25. Joseph Muller Brockman
“Design is history…”

26. Chip Kidd

27. Chip Kidd
Contemporary Book Designer

28. Chip Kidd
Contemporary Book Designer

29. Chip Kidd--
“If you want to be a better
designer, learn to write.”

30. Chip Kidd

31. Chip Kidd

32. Chip Kidd

33. Chip Kidd

34. Chip Kidd

35. Chip Kidd

36. Chip Kidd

37. Chip Kidd

38. Chip Kidd

39. Chip Kidd

40. Chip Kidd

41. Chip Kidd

42. Chip Kidd

43. Chip Kidd

44. Chip Kidd

45. Chip Kidd

46. Chip Kidd