When it comes to graphic design legends, Paul Rand will be at the top of the list. Even if you may not recognize his name or photo, you’re surely familiar with his creations. You know the logos of IBM, ABC, UPS, and NeXT? He created all of them!
Paul Rand forever changed how we look at corporate branding. He proved that a logo design is more than just a decoration. Instead, it’s a tool to tell your brand’s story, purpose, and identity–all succinctly conveyed in one beautiful graphic.
Today we’ll look deeper at Paul Rand’s life–who he was, his famous works, and how we can apply his genius to our modern-day branding.
Who is Paul Rand?
Source: Paul Rand Design
Paul Rand was born Peretz Rosenbaum in 1914 in Brooklyn, New York. His creative journey started with painting signboards for his father’s grocery store as well as creating designs for school events.
He attended the Pratt Institute, Parsons School of Design, and the Art Students League. Despite his years of studies at these famous art schools, he maintains that he developed his graphic design sense on his own, from his voracious reading of magazines that featured works of Cassandre and László Moholy-Nagy. He was also highly influenced by the German advertising style “Sachplakat” and the works of Gustav Jean.
Rand’s career began as a humble part-time stock image creator. Soon enough, his talents were recognized, and he started to get bigger projects.
This is when he decided to shed his overtly Jewish-sounding name Peretz Rosenbaum and change it to Paul Rand, to fit in with his rising career at Madison Avenue. Roy R. Behrens, a fellow artist and friend of Rand, noted that “Rand’s new persona, which served as the brand name for his many accomplishments, was the first corporate identity he created, and it may also eventually prove to be the most enduring.“
Paul Rand’s Legacy and Career Milestones
Rand had a long and stellar career as a graphic designer. Let’s take a look at how his journey progressed.
His magazine works (1930s–1940s)
- Rand started as an illustrator for Metro Associated Services in 1934 and then became a design assistant at George Switzer Studio in 1935.
- He was then tasked with creating a page layout for the 1936 anniversary issue of Apparel Arts (now called GQ) magazine. He impressed executives with his vision and was given an offer to be the Art Director at Esquire magazine, which he accepted.
- From 1938 to 1945, he created cover designs for Direction magazine. His covers started to get Rand international acclaim, even from his idol László Moholy-Nagy.
- Rand’s magazine works show his Modernist and Bauhaus influence with his creative collages, layouts, and photography.
Source: Paul Rand Design
His advertising agency works (1940s–1950s)
- Rand worked as the art director for William H. Weintraub advertising agency from 1941 to 1954.
- He created multiple iconic ads for Ohrbachs, Lusterlite, and Maidenform.
- Rand’s advertising works incorporated Swiss Expressionist Paul Klee’s style using Expressionism and Abstract inspired images.
Source: Paul Rand Design
His iconic logos for corporate brands (1950s–1990s)
- Created logos for brands like IBM, UPS, ABC, Ford, AIGA
- In 1972, he redesigned IBM’s logo to the striped logo we know to emphasize dynamism and readability.
- Designed the Eye-Bee-M poster as a playful take on the brand’s identity?.
- Collaborated with Steve Jobs on NeXT’s logo. Jobs will then call him ?“the greatest living graphic designer.”
IBM Logo
The Eye Bee M Rebus Logo
Rand’s Signature Design Techniques
“Design is the silent ambassador of your brand” – Paul Rand
Rand’s design philosophy can be summarized in three aspects: Simplicity, Functionality, and Purpose.
Rand’s works, particularly his logos, emphasize simplicity and clarity. He doesn’t just add elements for the sake of adding them. The simpler design makes it easier to remember, making them more impactful and powerful.
His logo for the American Broadcasting Corporation (ABC) is an excellent example of less is more. It’s just the name ABC inside a black circle, but that’s what makes it recognizable. If he had used different colors per letter or added patterns on the circle, it would have ruined the logo’s simple yet bold appeal. 
His works are also rooted in functionality—the belief that everything must have a clear purpose and not just there for the aesthetic. Take for instance his UPS logo. It’s a shield with a bow-tied package on top. Every design element in the logo tells you the core branding message of UPS, which is that they will safely deliver your package for you.
Despite his more straightforward approach, Rand’s work is never boring. He plays around with bold colors, quirky shapes, geometric lines, negative space, and perspective.
This is why while his works are “simple,” they are always fresh and creative. He doesn’t need to add multiple illustrations or elements to jazz up his work; he can just play around with the existing ones and use them to maximize the appeal of the design. 
How Modern Designers Can Apply Paul Rand’s Design Philosophies
Paul Rand’s ideas are just as relevant today as they were in the 1930s. Some key takeaways to consider adding to your business strategies or graphic designs are:
Go for simple and timeless looks
Minimalist logos are more enduring becausethey remain beautiful despite changing trends and times. Rand’s logos for IBM, ABC, and UPS are still being used by them today (some with minor changes) since the design doesn’t look outdated. In fact, it’s even more “in-trend” now with the rise of minimalism.
Keep in mind that simplicity doesn’t mean boring, plain, or bare-bones. According to Rand, “Simplicity is not the goal. It is the by-product of a good idea and modest expectations.”
A great minimalist logo is created with a strong concept or narrative. You won’t get there by just striving to look as minimalist as possible—AKA by using beige or white (when did that even become the minimalist color?!), using popular “minimalist fonts” like Helvetica, or removing elements just to make them look “simpler.” Your concept is what will make your work truly minimalist, not the color or shape.
But don’t be too rigid
Again, simple design doesn’t mean you’ll make a white logo and then call it a day. Don’t be afraid to play with lines, perspective, layout, negative space, color, or angles. Have fun with your designs.
According to Rand, “I do not use humor consciously, I just go that way naturally. A well-known example is my identity for United Parcels Service: to take an escutcheon — a medieval symbol which inevitably seems pompous today — and then stick a package on top of it, that is funny.”
Want more examples? Here is the logo of Tostitos (though this one is not created by Paul Rand):
Seems like a simple and normal design. But if you look closely at the two Ts, they look like two people dipping a tortilla into a salsa dip. Fun, right?
Prioritize functionality
Rand believes that his design must have intentionality. Even if the design looks pretty, if it doesn’t work or has no other purpose, then it’s pointless.
This philosophy is even more relevant now in our tech-driven world. Functionality is the core foundation of great UI and UX design. Go for user-friendly websites rather than aesthetics.
If everything on your website works, if your users can easily find their way around, if they intuitively understand what each button does—it means it’s a great design.
The same goes for your branding and marketing. Your assets or marketing materials should have a clear message or goal. Do you want your customers to know about your Black Friday sale? Do you want to emphasize the sustainability of your brand? Etc.
Don’t create abstract works that leave people scratching their heads wondering what exactly you’re selling. It may work for creating a buzz (like what happened with the Jaguar rebrand), but it doesn’t work long-term.
Embrace innovation and continuous learning
Rand wasn’t satisfied just listening to class and doing his art assignments. He continued to explore graphic design on his own time by reading magazines and studying other designers’ works.
When Rand met his idol László Moholy-Nagy, he was asked if he read any art criticism. When he said no, Moholy-Nagy said that it was a pity. Spurred by the conversation, Rand started reading through various art critics’ essays and journals, which he later said helped him build designs with a more solid foundation.
His passion for learning and creative growth is a great trait to have even today. Modern designers should embrace learning new techniques, experimenting with art styles, and trying technology like AI design tools. All of these can broaden their horizons and lead to fresher creative output.
How To Get Started With Rand-Inspired Design
Paul Rand may have passed on, but his legacy continues to live till today. His influence on modern design and corporate identity has been massive. His paving the way for simpler logos for brands, which was seen as shocking back then, is relevant today. In fact, more and more brands have reverted their fancier logos to a more minimalist logo style. Talk about seeing the future!
Looking to emulate the same innovative and timeless designs for your small business or startup? Explore DesignCrowd now. Our group of talented freelance graphic designers or web designers can help you make your creative visions come to life.
What is your favorite Paul Rand work? Leave us a comment below!
Written by DesignCrowd on Friday, December 20, 2024
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