Paul Rand

"NeXT" Computers Corporate Logo Graphic Design 1980s Original Vintage Poster

Circa 1986

Paul Rand (born Peretz Rosenbaum; August 15, 1914 – November 26, 1996) was an American art director and graphic designer. He was best known for his corporate logo designs, including the logos for IBM, UPS, Enron, Morningstar, Inc., Westinghouse, ABC, and NeXT. He was one of the first American commercial artists to embrace and practice the Swiss Style of graphic design. Rand was a professor emeritus of graphic design at Yale University in New Haven, Connecticut where he taught from 1956 to 1969, and from 1974 to 1985. He was inducted into the New York Art Directors Club Hall of Fame in 1972. Though Rand was a recluse in his creative process, doing the vast majority of the design load despite having a large staff at varying points in his career, he was very interested in producing books of theory to illuminate his philosophies. László Moholy-Nagy may have incited Rand's zeal for knowledge when he asked his colleague, at their first meeting, if he read art criticism. Rand said no, prompting Moholy-Nagy to reply "Pity."Steven Heller elaborates on this meeting's impact, noting; "from that moment on, Rand devoured books by the leading philosophers on art, including Roger Fry, Alfred North Whitehead, and John Dewey."These theoreticians would have a lasting impression on Rand's work; in a 1995 interview with Michael Kroeger discussing, among other topics, the importance of Dewey's Art as Experience, Rand elaborates on Dewey's appeal: [... Art as Experience] deals with everything — there is no subject he does not deal with. That is why it will take you one hundred years to read this book. Even today's philosophers talk about it[.] [E]very time you open this book you find good things. I mean the philosophers say this, not just me. You read this, then when you open this up next year, that you read something new. Dewey is an important source for Rand's underlying sentiment in graphic design; on page one of Rand's groundbreaking Thoughts on Design, the author begins drawing lines from Dewey's philosophy to the need for "functional-aesthetic perfection" in modern art. Among the ideas Rand pushed in Thoughts on Design was the practice of creating graphic works capable of retaining recognizable quality even after being blurred or mutilated, a test Rand routinely performed on his corporate identities. From: Wikipedia