Paul Rand and his logos

Paul Rand is one of the most famous designers of logo. His strongest talence is to explain and create the corporated logo with his identities. Therefore, we can see it all of his products such as IBM, UPS, ABC, Yale university press, etc. His style is influence much on the modernized design. In IBM logo, IBM logo in 1956, which as Mark Favermann notes “was not just an identity but a basic design philosophy that permeated corporate consciousness and public awareness." Although his logos may be interpreted as simplistic, Rand was quick to point out in A Designer’s Art that “ideas do not need to be esoteric to be original or exciting.". His point about the logo design is that "one logo cannot survive unless it is designed with the utmost simplicity and restraint". In the NeXT computer logo, Rand’s simplistic black box breaks the company name into two lines, producing a visual harmony that endeared the logogram to Jobs.

His Corporate logos

(Source from http://en.wikipedia.org/wiki/Paul_Rand)