“Everything is design. Everything!”

American graphic designer, Paul Rand, was born on August 15 of 1914 to the name of Peretz Rosenbaum. His contributions to corporate identity, and the design world in general, are invaluable and considered among the most influential 
of our time. He was one of the pioneers of the Swiss Style - a graphic design tendency that sprung in the 
50s, with a focus in simple and clean layout and typography. 

“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.
“Design can be art. Design can be aesthetics. Design is so simple, that's why it is so complicated.” 
In the 1940s, Paul Rand broke away from the conventional standards of typography and layout, and started incorporating Swiss style of design into his creations. He merged American visual culture into European 
avant-garde (modern art) design, integrating  Cubism, 
Constructivism, the  Bauhaus and 
De Stijl into his work.
Prejudices: A selection
          book cover, 1958

The Anatomy of Revolution
          book cover, 1956

The Aquiscitive Society
          book cover, 1955

“You will learn most things by looking, but reading gives understanding. Reading will make you free.”

Rand taught himself to design by designing. And he taught himself to write—“clearly, convincingly, and urbanely”, as he put it—by reading. Rand’s public and print personalities were as different as Jekyll and Hyde. Rand’s books are filled with citations and references to diverse sources on aesthetics.