Other than the NYC metro map design, Paul Rand's most notable work is his logo art. His work in the field of company logos has yet to be discontinued with, and many present-day companies owe everything to Rand's work. He had an eye for simplifying and at the same time magnifying. Many of the logos we see today still have elements of Rand's influence (honestly, some of his work is still used as company logos i.e. UPS, abc, IBM). What makes Rand's work vastly different from any other designer was his approach to constructing identity. He didn't just see it as artistic presentation, he saw the logo as the personality of the company. He believed that a logo could not survive unless it was designed with the utmost simplicity and restraint. This modernist approach to artistic representation influenced many other fields of art, specifically architecture.
What really draws me to Paul Rand is how efficient his design is. The simplicity relieves the pressure of interpretation. The meaning of his work presents itself immediately. It becomes almost tangible. Aside from the efficiency of his design, he wasn't afraid to make mistakes. That's my favorite quality of his. But because he's such an artistic genius, most of his 'mistakes' are purposeful and almost always never come across as mistakes: it is simply his art as it was meant. His art is playful and inviting, simple and efficient. He knew the power of good design. And the whole world is indebted to him.
Rand, Paul, and Yūsaku Kamekura. Paul Rand, His Work from 1946 to 1958. Tokyo, Zokeisha: Knopf, 1959. Print.
Roberts, Caroline. Graphic Design Visionaries. London: Laurence King, 2015. Print.
Rand, Paul. From Lascaux to Brooklyn. New Haven: Yale UP, 1996. Print.
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