IBM Logo
Paul Rand
Corporate Identities
'He almost singlehandedly convinced business that design was an effective tool. [. . .] Anyone designing in the 1950s and 1960s owed much to Rand, who largely made it possible for us to work. ' - Louis Danzige


Ideal of minimalism - Rand’s point that a logo “cannot survive unless it is designed with the utmost simplicity and restraint.”
“ideas do not need to be esoteric to be original or exciting."