Paul Rand

Paul Rand was an American graphic designer and art director known for using Swiss design in his work and creating the logos of companies such as IBM, ABC, UPS, etc. His work includes colourful combinations and shapes as well typography juxtaposed against photographs. All of this was totally out of the ordinary and his desire to embrace new approaches to design made a huge influence on other graphic designers. His work also features a lot of geometric shapes and simple forms. In fact, Rand believed that “simplicity and geometry are the language of timelessness and universality.” His work shows us that graphic design is indeed a universal form of communication. Paul also specialized in creating brand identities such as the logos he did for Steve Job’s NeXT, IBM, UPC, ABC, etc. He was able to convince companies that design can be used a business tool and that using just graphics and visuals can communicate much more effectively than writing and help attract clients. Overall, Paul Rand made us look at the world in a new light, as according to him “everything is design.”