For the life of me i cant recall ever seeing this version of fords iconic identity, created in 1966 by paul rand, but here it is, an alternative ford logo, found on designhistory. Famous graphic desingers paul rand introducing the next. Feb 22, 2010 paul rand was an american graphic designer. For the ups logo he designed in 1961, rand set a neatly tied package atop a shield bearing the companys name, juxtaposing the whimsy of the parcel against the pomposity of the coat of arms. Rands education included the pratt institute 19291932, the parsons school of design 19321933, and the art students league 19331934. All designers are familiar with the work of paul rand.
This essay shall cover the professional life of paul rand and especially his approach to graphic design. A horrible thing has happened to search results in recent months. Next logo presentation by paul rand to steve jobs pdf. Orthodox jewish law forbids the creation of images that can be worshiped as idols, but already at a young age, rand copied pictures of the models shown on advertising displays in his fathers grocery store, and violated the rules. Rand produced good design for six decades, creating magazine layouts, posters, childrens books, book covers, and the branding for many of americas most recognizable corporate identities. Its planned simplicity suggests nothing about the actual depth that went into the creation of this logo. His design was a dramatic simplification of the existing logo, incorporating a bowtied package above the familiar shield to express the companys speciality, delivering packages. Good design, especially good logo design, is self evident and doesnt need this kind of drivle. Related, from the archives, are some photos of the 100page next presentation that paul rand created for steve jobs, and a short video of rand introducing his work to the next team. He designed books, posters, packages, textiles, typefaces, and is known as the creator of logos for various american companies. Oct 11, 2011 i cant help thinking that paul rand and steve jobs are cooking up a new identity for a heavenly company. Learning and expanding on the techniques of paul rand. Underconsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work.
The design should be of a nondescriptive and general nature, not limited to a particular product, but reflecting the qualities of precision, speed, power, and dependability. Jan 01, 1970 one of the seminal texts of graphic design, paul rand s thoughts on design is now back in print for the first time since the 1970s. One logo design idea was the right idea on trusting that first logo concept with the next logo. Pauls last iteration of the logo, completed in 1972, sits on the walls of offices, letterheads and computer screens to this day. First published to critical acclaim in 1993, and long unavailable, design, form, and chaos is now back in print. He was the pioneer of iconic corporate logo designs for major firms, including ibm, abc, morningstar, inc. I cant help thinking that paul rand and steve jobs are cooking up a new identity for a heavenly company. A designers art aesthetics aesthetics is the language of appearances of art, design, the beautiful, and the ugly 1b talk about, study, teach or criticize a work. In the populated design climate we are currently experiencing, pauls work for ibm shows just how important one designers outlook can be.
By selecting the bottom anchor point of the circle with the direct select tool a, that anchor point can be deleted, creating a perfect half circle, another necessary shape. And when this commercial stuff includes companies like ibm, westinghouse, next, and the limited, it is readily obvious that were not dealing with just any artist. Next logo presentation, by paul rand, for steve jobs logo design. Paul rand was singlehandedly responsible for bringing in class, elegance and panache in the corporate logos. Good logos paul rand splits the judgement of design the result of the interpretive process in two. In the 1950s, in the midst of the cold war, paul rand transformed the use. Paul rand presents the next logo to steve jobs and team hey, there is susan kare behind him. Mar 16, 2017 in fact, it was paul rands dedication to treating design as a function of business that helped steve jobs apple to become the designleading powerhouse that it is today. The only thing rand knew was that the mysterious next computer.
See more ideas about paul rand, paul rand logos, graphic design. It is good public relations a harbinger of good will. How paul rand presented logos to clients logo design love. Next logo designed by paul rand for steve jobs the logo smith. The next logo designed by paul rand for steve jobss. Fonts in use in artwork from paul rand book cover for i. For the life of me i cant recall ever seeing this version of fords iconic identity, created in 1966 by paul rand, but here it is, an alternative ford logo, found on designhistory except for the few flourishes on the f and d, this version of the ford logo looks super modern, and must have been viewed as totally radical. By comparison, this next logo document seems pretty tame. The most iconic and endlessly referenced example of paul rands portfolio is his work for ibm which began in 1956 and was the designers first ever entire visual identity.
Paul rand had the right idea on trusting that first logo design idea with the next logo. Paul rand was one of the greatest graphic designers who revamped the industry with his innovative yet simplistic designs. When a client approaches you for a logo or identity design, and they have done so based on your portfolio, your experience, your reputation and your style, you have the driving seat. From wright, paul rand, next logo presentation book 1986, printed paper, 12.
Designer paul rand speaks at media lab by saul blumenthal managing editor i try to make art out of commercial stuff, paul rand responded when he was asked to describe what he does. The campaign released the adobe illustrator file of the logo on. Writing at the height of his career, rand articulated in his slender volume the pioneering vision that all design should seamlessly integrate form and function. Looking at the paul rand design, it can be seen that some basic shapes, or building blocks will be needed to compose the figures. Ive never come across an official version online, other than the few pages presented on the paul rand website focused more on overall design than readability. In return, he produced a single, finished logo, along with an elaborate book explaining the rationale behind it. Jan 24, 2018 paul rand, born peretz rosenbaum, was an esteemed american art director and graphic designer who is responsible for creating some of the most recognizable and memorable logos of all time. He produced logos for large companies such as ibm, abc, ups. One of the greatest graphic designers ever to be born, he changed the industry completely with his simplistic yet innovative designing and modernism. Most know that among his most notable logos which include westinghouse, ibm.
He was one of the first american commercial artists to embrace and practice the swiss style of graphic design. Nov 03, 2011 all designers are familiar with the work of paul rand. Paul rand, next logo presentation book and proofs, set of. A well designed logo, in the end, is a reflection of the business it symbolizes. Paul rand, born peretz rosenbaum, was an esteemed american art director and graphic designer who is responsible for creating some of the most recognizable and memorable logos of all time. It connotes a thoughtful and purposeful enterprise, and mirrors the quality of its products and services. Rand developed a unique 100page proposal book for the next logo that walked the reader stepbystep through the conceptual process to the final outcome. Choosing a typeface as the basis for the design of a logo is a convenient starting point. Mostly describing the intent behind font choices and getting peoples attention. The presentation and the work put into the design and concept creation showed dedication and was an impressive amount of work for a. Paul rand was an eminent twentieth century american graphic designer and art director. Paul rand on logos logo critiques for the design cafe.
How graphic design legend paul rand cracked corporate identity. Preface to the first edition this book attempts to arrange in some logical order certain prin. With a career spanning over 60 years paul rand is best known for his corporate identity design, including the logos for westinghouse, ibm, ups, abc, and many more, as well as his contributions to the international typographic style. Rand, who also designed the logos for ups, westinghouse, enron, abc, and steve jobs shortlived next. Paul rand, american graphic designer who pioneered a distinctive american modernist style. What is also interesting is that tim berners lee built the initial version of. As his work developed, rand assimilated the philosophy and visual vocabulary of. See more ideas about graphic design and paul rand logos.
In this video we are going to look at the next logo, learn a little about the logo and designer paul rand. Making the e small does help prevent the allcaps design from looking like it has exit in it. Dec 29, 2004 it was the new education computer company, next. He is a painter, lecturer, industrial designer, and advertising artist who draws his knowledge and creativeness from the resources of this country. In 1986 jobs approached rand to design the logo for his next educational computer company. One of the seminal texts of graphic design, paul rands thoughts on design is now back in print for the first time since the 1970s.
Next logo presentation paul rand from design form and chaos next logo. And for what its worth, i kind of like the next logo. Rand created a 100page brochure detailing the brand, including the precise angle used for the logo 28 and a new company name, next. A pdf of the sixpage piece can be downloaded from the resources of seattlebased rationale. In fact, it was paul rand s dedication to treating design as a function of business that helped steve jobs apple to become the design leading powerhouse that it is today. A designers words as cubism is to modern painting, the socalled swiss style is to modern typography and design. Devoted to the life and work of american graphic designer paul rand. In 1961, the logo was redesigned again, this time by paul rand when he was hired to overhaul upss visual identity. This biography provides detailed information about his childhood, life, achievements, career and timeline. Learning and expanding on the techniques of paul rand 99designs. He was an avid practitioner of swiss style of graphic designing in american advertising industry.
The only thing rand knew was that the mysterious next computer was. After obtaining permission from ibm, jobs offered rand a handsome sum to develop a logo for a product that was not yet public. Early life paul rand, born peretz rosenbaum on august 15, 1914, was raised in a strict orthodox jewish home in brooklyn, new york. What is also interesting is that tim berners lee built the initial version of the world wide web on a next computer. Graphic designer paul rand once wrote, good design adds value of some kind, gives meaning, and, not incidentally, can be sheer pleasure to behold. Jul 19, 2012 legendary american graphic designer paul rand was hired by steve jobs to design an identity for his new company next that would be of international standard. The story behind paul rands next logo the designaholic. Paul rand logos logo design branding graphic design. Stephen heller 1993 paul rand 19141996 was a pioneer in the field of advertising design and typography, and his work still exerts a profound influence on the design profession. Some of his most notable logos include those for ibm, ups, enron, morningstar, inc.
Rand also famously developed a graphic program for ibm in 1956, supplementing it in 1981 with the brilliant eyebeem poster, which reimagined the. Paul rand, born august 15, 1914, brooklyn, new york, u. Aug 31, 2015 looking at the paul rand design, it can be seen that some basic shapes, or building blocks will be needed to compose the figures. Paul rands unused ford logo design concept from 1966. Next logo presentation by paul rand to steve jobs slideshare. He is an idealist and a realist, using the language of the poet and business man. August 15, 1914 november 26, 1996 was an american art director and graphic designer, best known for his corporate logo designs, including the logos for ibm, ups, enron, morningstar, inc. Paul rand, the visionary who showed us that design matters.237 563 214 1457 1041 43 695 1426 1443 1081 495 974 1376 699 1106 714 52 113 791 493 68 1238 278 39 78 66 918 619 1088 832 385 374 1295 560 305 1270 713 1068 173 1470 1260 344 1093 549 1352 934