“Simplicity is not the goal. It is the by-product of a good idea and modest expectations.”
The most important achievement on Paul Rand's portfolio is in the area of Corporate Identity Design and logotypes. His 
talent and excellent execution was apparent in the logos he designed for many firms from a broad 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 and many more.