Paul Rand, one of the pioneers of Graphic design, is an American art director and graphic designer. Best known for his corporate logo designs.

1. PIONEERS OF GRAPHIC
DESIGN
Paul Rand

2. • American art director and
graphic designer
• Best known for his
corporate logo designs
PAUL RAND

3. GRID
A grid is the “most legible and harmonious means for structuring information.”
TEXT
Flush left, ragged right.
Sans serif
PHOTOGRAPHY
Objective photography is another design element meant to present information
clearly, and without any of the persuading influences of propaganda or commercial
advertising.
Such a strong focus on order and clarity is drawn from early pioneers of the
movement believing that design is a “socially useful and important activity... the
designers define their roles not as artists but as objective conduits for spreading
important information between components of society.”
Followed Swiss style – a modernist approach on graphic design
and art direction considering the following aspects:

4. Mark Favermann notes “was not just an identity
but a basic design philosophy which permeated
corporate consciousness and public awareness.”
• Half-toning technique to make the IBM mark
slightly less heavy and more dynamic.
• one with eight stripes, one with thirteen
stripes.
• The bolder mark with eight stripes was
intended as the company's default logo, while
the more delicate thirteen stripe version was
used where a more refined look was required,
such as IBM executive stationery and business
cards.
• Rand also designed packaging, marketing
materials and assorted communications for
IBM from the late 1950s until the late 1990s,
including the well known Eye-Bee-M poster.
CORPORATE
LOGOS

5. • Rebus style
• Use of picture to represent every consonant letter
• Even though they never developed signs for the
connecting sounds, combining the various glyphs
produced a skeletal form for every word.

6. • Round logo –
showing continuity
• Black and white –
subtle modern
approach
• Simplicity showing
that the company
itself has its
popularity and need
not be enhanced by
logo
“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.”
• For NeXT
company
• Created a 100 page
brochure
explaining every
detail and
reasoning of logo
• Like 28 degree
angle

7. BOOK
COVERS
SIMPLE LINES
2 OR 3 COLOUR USED
SHADES OF BROWN AS
BACKGROUND

9. • the important role of visual and
symbolic contrast in Rand’s designs.
• The handwritten Christmas tag on a
crisp rectangle contrasts sharply
with the mechanical stencil letter-ing
of the logo on a torn-edged collage
element
• a Christmas package wrapped with
barbed wire instead of ribbon was a
grim reminder of the spread of
global war.
• Rand seized upon collage and
montage as means to bring
concepts, images, textures, and even
objects into a cohesive whole

10. Plays hide and seek against the
green background

11. BOOK
COVERS