Paul Rand was an influential American graphic designer, known for his corporate identities and book jackets. Some of his most famous logo designs included logos for IBM, UPS, and ABC. He developed four principles of design: simplicity, clarity, honesty, and originality. Throughout his career, Rand designed many magazine covers and book covers that showcased his unique style. He believed that simplicity was the byproduct of a good idea rather than the goal, and that design permeated every aspect of life.