Monday, May 26, 2008

Josh - Paul Rand

Paul Rand was an important advocate of employing a wide variety of techniques such as typography, painting, collage, photography, and montage. In doing so created a combination of elements to produce a distinct and modern image, whether it was a poster, magazine cover design or a corporate identity design/logo. In terms of typography, Paul Rand’s distinctive style came from his talent and extensive design education. It inspired him to merge modern typography with nineteenth-century engravings which resulted in a success. Typography was one of his strongest command areas, and with his impeccable understanding of both visual content and technical content, he produced designs which lasted decades. Rand united letters, finding new graphic ways of bringing together letters of a word. Personally I think he excelled at that, as seen in his logos for IBM, EF and Yale University Press.

Rand had a simplistic approach and was quick to point out himself in A Designer’s Art that “ideas do not need to be esoteric to be original or exciting”. The simplicity became a common element with what he created, whether it was a page design, magazine cover, ad, or logo. Rand always thought that the design of a logo must be simple, in order to appeal aesthetically.

Rand broke away from the conventional standards of typography and layout, In the 1940s. He started incorporating a Swiss style of design into his creations. He merged American visual culture into European ‘modern art’ design, integrating Cubism, Constructivism, and the Bauhaus into his work.

Corporate identity designs are Rands most seen and known works. Being his main achievements. His talent and excellent execution was apparent in the logos he designed for many firms from a vast range of industries like IBM, Apple, UPS, ABC Television, NeXT, Enron, the Cummins Engine Company, El Producto Cigar Company, Compton Advertising and Westinghouse Electric Corporation to name a few. The main image that virtually became Paul Rand’s identity was his corporate identity design/logo for IBM. The logo with the three letters in bold font was a design concept that gave birth to corporate and public awareness at the same time.


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