Paul Rand’s Work Exhibited at the Museum of the City of New York
The designer’s exhibit encompasses the six decades of his career as a visionary of modern branding. Paul Rand, whose most iconic work includes the design of corporate logos, was a man whose name itself had been re-imagined as a corporate identity. Two- 4 letter names, easily remembered and difficult to escape from one’s memory—similar to his ABC logo, seen by millions on television screens for generations… Launching his professional career with magazine covers, he revolutionized advertising as an art director on Madison Avenue. The exhibition, on show at the Museum of the City of New York, is comprised of six entities, and features 150 pieces of Rand’s work, including his pioneering rebranding campaigns for IBM and UPS (unusual color combinations, bold typefaces, straightforward company messages).
How Paul Rand Pioneered The Era Of Design-Led Business
We live in an era that acknowledges the business value of good design. Research proves it. But it wasn’t always so. Everything is Design: The Wrok of Paul Rand, a new exhibit at the Museum of the City of New York, reveals that today’s design-led businesses owe much credit to the work of visionary graphic designer Paul Rand.
Paul Rand was the first and only designer Steve Jobs looked to.
“Everything is Design. Everything!”
Everything is Design: The Work of Paul Rand features more than 150 advertisements, posters, corporate brochures, and books by this master of American design. It was Rand who most creatively brought European avant-garde art movements such as Cubism and Constructivism to graphic design in the United States. His philosophy, as expressed in his work and writings, including the recently republished 1947 Thoughts on Design, argued that visual language should integrate form and function. Born in Brooklyn in humble circumstances, Rand (1914-1996) launched his career in the 1930s with magazine cover design and, starting in the early 1940s, he worked as an art director on Madison Avenue, where he helped revolutionize the advertising profession. He later served as design consultant to leading corporations like IBM, ABC, UPS, and Steve Jobs’s NeXT, for whom he conceived comprehensive visual communications systems, ranging from packaging to building signage, all grounded in recognizable logos, many of which are still in use today. Rand’s influence was extended by students he taught at Yale University. His visually stimulating, yet problem-solving, approach to graphic design attracted devoted admirers during his own lifetime and he remains influential today.