Paul Rand

Paul Rand is considered a revolutionary designer for his critical understanding of visual aesthetic, his clear and simple compositions, and his willingness to break traditional standards. This is evident in his various forms of work, but especially through his use of typography.

Rand was at the forefront of the typographic and layout design in America by incorporating European avant-garde and Swiss styles into his compositions. This included his striving to connect letters, re-order words, and create unusual movement. Many of these techniques helped to define his stlye while working on covers for Apparel Arts, Esquire, and later, Direction magazines. With his unique layouts and witty combinations of type and illustration, Rand soon became a highly sought-after graphic designer. But he also appealed to major companies because of the simplicity of his work. Three of his most well known corporate identity projects (ABC, UPS, and IBM) exemplify a "Paul Rand" logo. Each logo is unique and powerful, yet completely stripped down to its simplest form. These companies have since altered their logos, but each has stayed true to the overall look of the original Rand creations.

While these logos may not be flashy or display amazing artistic technique, Paul Rand believed that the clarity they demonstrate would resonate with an audience far longer.

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