Background

Paul Rand (born Peretz Rosenbaum, August 15, 1914 – November 26, 1996) was a well-known American graphic designer, best known for his corporate logo designs. Rand's education included the Pratt Institute (1929–1932), the Parsons School of Design (1932–1933), and the Art Students League (1933–1934). He was one of the originators of the Swiss Style of graphic design. From 1956–1969 and beginning again in 1974, Rand taught design at Yale University in New Haven, Connecticut. Rand was inducted into the New York Art Directors Club Hall of Fame in 1972. He designed many posters and corporate identities including the logos for IBM and ABC. Rand died of cancer in 1996.

Contribution

Paul Rand was one of the most influential figures in American graphic design. He explored the formal vocabulary of the European avant garde art movements and developed an unique and distinctly American graphic style which was characterized by simplicity, wit and a rational approach to problem solving.

Style

There was every reason for every step, every color, every angle, and every shape he used in creating his identity. There was nothing useless or unintentional.

Laszlo Moholy-Nagy quoted in Communication Arts March/April 1999 issue describing Paul Rand as “an idealist and a realist using the language of the poet and the businessman. He thinks in terms of need and function. He is able to analyze his problems, but his fantasy is boundless.” It is a beautiful quote accurately illustrating Rand's style. It is because of this philosophy that Rand's art is able to be successful and endure.

Analysis

He has his very own style of design , creating works that other designers could never achieves. His designs combines both the functionality of commerce art; as well as the creativity and wit of graphical designs. His 'problem-solving' approach on designs are used effectively and they are long-lasting up until today. .

He does things his own way regardless of others opinion. He usually showcases only 1 of the designs he made to the clients, making them having no choice but either to accept or reject his idea. He also often critiques at bad designs by other designers.