After watching Susan Kare’s video I decided to look up the person she mentioned as her “hero,” Paul Rand. It turns out he was a rather influential American graphic designer who incorporated European modernism and American spirit to change the world of logos as people knew it. Born as Peretz Rosenbaum, he later changed his name to Paul Rand for use in the professional world, later designing logos for companies such as IBM, ABC, and UPS.
He believed that the strength of graphic design laid in its ability to act as a universal language through the simplicity and geometry of its forms. He transformed advertising and visual culture in the time after World War II, pioneering a new, modern approach to selling products. To him, graphic design could be both beautiful and functional.
Some key ideas of his teachings were:
1. “A logo derives meaning from the quality of the thing it symbolizes, not the other way around.”
2. “The only mandate in logo design is that they be distinctive, memorable and clear.”
3. Presentation is key
4. “Simplicity is not the goal. It is the by-product of a good idea and modest expectations.”
Although he passed away in 1996, he still has a website with a collection of his writings, work and life stories. https://www.paulrand.design/
