PAUL RAND Design Reconstructed “Design can be art. Design can be aesthetics. Design is so simple, that’s why it is so complicated.” Rand gained a reputation as a man who used a simpler method of advertising, he leaned towards more basic fonts like Futura and basic materials rather than the fancier calligraphic fonts and decorative materials. This was his way to make the ads become more attractive to the public, he wanted to communicate through to the design and to the individual about what they were advertising. American American graphic designer Paul Rand is a pioneer of the American modernist movement and is one of the most influential designers of the 20th century and many designers today still gained inspiration from his works and methods is particularly known in the design industry for recreating logos for various companies plenty of which are still seen and used today Paul Rand was born Peretz Rosenbaum in Brooklyn Neel on the 15th of August 1914 he grew up in an Orthodox Jewish household he had already gained a great sense of making art during his childhood years he put his creative talents to great use which included helping paint his father’s grocery store as well as crowning different artworks for various events at his school Everything Everything Is Design, an exhibition at the Museum of the City of New York on display through July, collects over a hundred examples of Rand’s work, including magazine spreads, book covers, and product packages in addition to advertisements and logos. In every form, the work reflects Rand’s conception of good design, one which seems utterly obvious today but was largely foreign---at least in America---before Rand demonstrated it so convincingly. It was a simple idea: Graphic design can, and should, be both beautiful and functional. Perhaps more than any other single designer, Paul Rand was responsible for defining visual culture in America in the decades following World War II. He radically transformed advertising, blowing away the dust of the Depression era and pioneering a new, modern approach to selling products. He helped convince some of nation’s biggest corporations that good design was good business, crafting indelible logos for the likes of IBM, UPS, and ABC. Rand created a more simplified version of the current UPS logo at that time and added a bow tied package above the shield. It was the only final design he presented to them as he felt that showing too many designs showed a position of weakness. The design stood for 42 years until UPS wanted another upgrade to their visual identity In 1962, ABC asked grant to redesigned their logo in the fear that it was dated. Prior, the logo had kept a circular “a” on their logo. Rand kept the featured Easter sans-serif typeface and put a black circle behind it. There have been many versions of Rand’s designs featured but of all mostly kept close to the original design Next was a computer company created by Apple founder and visionary Steve Jobs, you can say Rand took it to the next level and made a 100 page book of his process of his ideas concepts and all the way to the final design Steve Jobs was heavily impressed with rands way of working and once said that Rand was the greatest living graphic designer “Design is everything. Everything!” 1. Distinctiveness The logo must embody the unique features and values of the company, product or service that it represents. Must capture the story and emotion of the brand, extract it and communicate it in a concise manner. 2. Visibility The logo must stand out. It is a mark and in order to accomplish its representation function it has to be noticeable, By any means : color, size, design or concept. 3. Adaptability The logo needs to work in many size and color variations and on many mediums (prints, outdoor, digital, etc). So it must be versatile and adoptable. 4. Memorability The logo must have a special ingredient that makes it stay in peoples minds. Going for particular features and staying away form cliches is a must. Memorability helps the user connect to the brand. 5. Universality The logo must transmit the message that it embodies to large groups of people. It does so by following universally accepted symbols or visual language principles. 6. Timelessness The logo should be designed with a forward thinking attitude, so that it will represent the business throughout its life-span. It must stand out by its distinctive features and not be a product of ever changing design trends. 7. Simplicity The design of a logo must be SIMPLE: concise, accurate, balanced. Must be produced by the repeated process of distillation of an idea. Rand’s Rules of Logo Design