“Design is so simple, that’s why it is so complicated.” – Paul Rand
Paul Rand (born Peretz Rosenbaum) is an American graphic designer and art director. Rand was born in Brooklyn, New York on August 15th, 1914. He had an interest in art and design from an early age, however his father didn’t think being an artist would be a self sustaining career. He was enrolled at Manhattan’s Harren High School, however while studying there he attended classes at the Pratt Institute. After which he attended The New School for Design, the Art Students League and Yale University. Rand stood out by practicing Swiss Style of graphic design in an American industry. He is very well known for reinventing the corporate logo and his logo designs for IBM, ABC, Morningstar, Yale university and others. He has also done page layout design for popular periodicals such as GQ magazine and Esquire.
Throughout his career, Rand has also collaborated with Steve Jobs in the branding of NeXT Computer. He also joined the faculty of Yale university, as an instructor in graphic design and has written several works on graphic design such as Thoughts on Design (1947), A Designer’s Art (1985), Design, Form, and Chaos (1993), and From Lascaux to Brooklyn (1996).
Rand Paul died of cancer in 1996, at the age of 82.
Gallery
IBM Logo
Under Thomas Watson Jr’s management, the image was of IBM was due for reinvention and Paul rand was hired to do the job. The aim was to transform IBM from simply a computer company to a modern company with character. Rand produced several evolving designs.
He also designed the “Eye-Bee-M” poster which went with the company’s motto “THINK”.
ABC logo
Paul Rand also redeigned the logo for ABC in 1962. Which is more bold and simple than previous designs.
NeXT Computers Logo
After Apple Computers, Steve Jobs Moved on to NeXT Computer and Rubin was hired to design the logo. He prioritised the simplicity and playfulness that Jobs like from the previous Apple logo.
Works inpired by Paul Rand
Overall Paul Rand is best know for reinventing and deigning logos with personality and character and pushed a new and modern trend in graphic design
References
Paul Rand
Visual Communication 