Paul Rand
FameRank: 10

"Paul Rand" was an American art director and graphic designer, best known for his corporate Logotype/logo designs, including the logos for IBM, United Parcel Service/UPS, Enron, Morningstar, Inc., Westinghouse Electric (1886)/Westinghouse, American Broadcasting Company/ABC, and Steve Jobs's NeXT. He was one of the first American commercial artists to embrace and practice the International Typographic Style/Swiss Style of graphic design.

Rand was a professor emeritus of graphic design at Yale University in New Haven, Connecticut from 1956 to 1969, and from 1974 to 1985. He was inducted into the New York Art Directors Club Hall of Fame in 1972.

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Design can be art. Design can be aesthetics. Design is so simple, that's why it is so complicated.

Design is everything. Everything!

Simplicity is not the goal. It is the by-product of a good idea and modest expectations.

Providing, meaning to a mass of unrelated needs, ideas, words and pictures - it is the designer's job to select and fit this material together and make it interesting.

I stand firm that I believe the numbers speak for themselves in terms of all that we've done.

Without aesthetic, design is either the humdrum repetition of familiar cliches or a wild scramble for novelty. Without the aesthetic, the computer is but a mindless speed machine, producing effects without substance. Form without relevant content, or content without meaningful form.