Paul Rand

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Paul Rand in Japan

Paul Rand, an American graphic designer mostly known for his corporate identity branding. One of the pioneers behind the Swiss Style round about in the 1950s, this style stressed cleanliness and readability meaning it was also very functional. According to Paul Rand’s website two big influences he had while learning about design were Maholy-Nagy which by now we know he was a professor at Bauhaus and Cassandre which is linked with the Art-Deco style and mostly known for his poster designs. Rand started out with some simple freelance between lessons creating imageries, which were then to be sold on to magazines and newspapers, by doing so Rand’s portfolio started to build up at a rapid pace. 

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Logos by Rand.

Now a day most people know Rand for the corporate logos and identities he created, Rand’s works include logos for NeXT, IBM, ABC and IBM but initially his reputation grew thanks to his page setting skills. He managed to turn any tedious page into something composed so dynamically giving a while different vibe which engaged people to read it.  At the young age of twenty-three Rand was the art director for Esquire Magazine, at first he refused the job but then decided to take up the offer a year after. 

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International typographic Poster.

One of the most significant Rand designs for corporate identity was the work that he done for IMB in 1956, Paul worked with IBM until the early 80’s, an art work any graphic designer knows about is definitely the EYE-BEE-M poster done for IMB’s marketing purposes. Some people argued that Rand’s logos were too simple, he was quick to reply in a magazine stating, “ideas do not need to be esoteric to be original or exciting.” When than talking about logos, rand affirmed that a logo “cannot survive unless it is designed with the utmost simplicity and restraint.”

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EYE-BEE-M

As Paul Rand started to age he still kept on designing during the eighties and nineties. As speculation has it Rand was charging up to one hundred thousand for one solution. One of his latest and significant works was his collaboration with Steve Jobs on NeXT Computers. Jobs was defiantly a pleased client and just before Rand died Jobs marked him as “the greatest living graphic designer.”

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AIGA Poster

Something which I have found while conducting research on Paul Rand is how his work is remains relevant in todays age and one could easily see something similar on our streets today. During our contextual history lessons Mrs.Abela usually points out how some work that dates back can be relevant to our times, I feel that this is most style which could imagine being done today. Reason being that currently we are going trough a flat design period which can in some cases be described as simple and minimal, same can be said to the logos done by Rand for abc, IBM and also NeXt. So far definitely one of my favorite artists, Paul Rand. 

References

Biography | Paul Rand, American Modernist (1914-1996). 2014. Biography | Paul Rand, American Modernist (1914-1996). [ONLINE] Available at: http://www.paul-rand.com/foundation/biography/#.VGh631ZN1uY. [Accessed 16 November 2014]. 

The History of Visual Communication - The Modernists. 2014. The History of Visual Communication - The Modernists. [ONLINE] Available at: http://www.citrinitas.com/history_of_viscom/modernists.html. [Accessed 16 November 2014].

Thoughts on Design: Paul Rand on Beauty, Simplicity, the Power of Symbols, and Why Idealism Is Essential in Creative Work | Brain Pickings . 2014. Thoughts on Design: Paul Rand on Beauty, Simplicity, the Power of Symbols, and Why Idealism Is Essential in Creative Work | Brain Pickings . [ONLINE] Available at: http://www.brainpickings.org/2014/08/19/paul-rand-thoughts-on-design/. [Accessed 16 November 2014].­

Unknown, (1970), Rand in Jap [ONLINE]. Available at: http://www.paul-rand.com/foundation/portraits/#.VGiV3VZN1uZ [Accessed 14 November 14].

Paul Rand, (2012), Logos by Paul Rand [ONLINE]. Available at: http://www.paul-rand.com/foundation/portraits/#.VGiV3VZN1uZ [Accessed 14 November 14].

Paul Rand, Aiga - Paul Rand [ONLINE]. Available at: http://finalmajorwords.tumblr.com/post/6938257510/lovelybookcovers-the-shape-created-over-the [Accessed 14 November 14].

unknown, (2012), I will solve your problem,you will pay me. [ONLINE]. Available at: http://www.pfahlertcreativelabs.com/tag/paul-rand/ [Accessed 14 November 14].

unknown, (2013), International Typ Style [ONLINE]. Available at: https://m1.behance.net/rendition/modules/32623791/disp/175076a2b7a022789f03fbe9eb430d7f.jpg [Accessed 14 November