In this essay, I will loo, king at the life and work of Paul Rand, and from an overview of his work for clients and will identify what the key components and stylistic traits of his work were. The essay will consider the corporate nature of his work and its stylistic connection to the modernist sensibilities of Swiss design and typography.
The essay will then focus on a single Paul Rand project from towards the end of his life - that of the NEXT computer branding and put it in the context of his career as well as compare it to the design and branding development of Apple computers (and to a lesser extent that of Google). The essay will demonstrate the influence of Paul Rand's design work as well as how it itself was influenced by design developments of the 20th Century.
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Paul Rand was an American art director and graphic designer born on 15 August 1914 in Brooklyn, New York, United States, and died on 26 November 1996. He was so creative and so ambitious in his career that he lived behind incredible work created over the course of his lifetime. Paul Rand was known to be one of the most famous Graphic designers in the World. He is well known for his book cover, magazine spreads corporate identities, Packaging, article and books, and poster designs. But he was best known for his corporate logo design many are which are still being used today. To name a few in 1956 Paul rand designed The iconic IMB Logo over the course of the 60s and 70s He made changes to what we are familiar with today. In 1960 Paul rand designed The identity for Westinghouse Company which is still being used today. he also designed the ABC logo in 1961 Paul rand designed the UPS logo, Which in 2003 was modified by the Feature brand. he was best known to be one of the most influential and inspirational graphic designers of the twentieth century for his iconic corporate logo designs and graphic works which defined modern American design. Paul Rand was well known to be one of the most revered design educators with his unique ability to discuss the design with great insight and humor. Rand uses a different range of styles such as collage, artwork, photograph, and also type two to captivate His audience. Rand's concept started to develop when he met artist László Moholy-Nagy he also introduced Rand to art criticism. He wanted his viewers to connect, think and reflect On his type of communication. He uses different techniques Such as shapes, Space, balance, variety, and contrast. He used vibrant colors and bold colors to bring out his work. His one of the incredible designers in the world whose principles continue to influence today.
During the 1950s the design of the Swiss style emerged from Switzerland and Germany throughout the 50s and 80s the swiss style was a major impact on graphic design. It holds a lot of power today. The Swiss style of graphic design holds a number of Specific Visual characteristics. Which shapes and defines the style, it includes using layouts constructed on a grid they were also developed into posters to form Communication. The purpose of the swiss style was to make a Design stand and make it look interesting. The swiss style graphic designers always looked at the typeface because they were delivering an important message in a clear way.
An outstanding structural layout, which is Sans-serif type phases, is made to get a comprehensive design with a clear, Legible, and Harmony in design.
The use of grids in Swiss style is a big part of typesetting. International typographic style as we know it as the Swiss style is, in fact, a style in graphic design that develops in Russia, Germany, and the Netherland in the early years of the last century. (Design is history,2007) It became popular among the designers in the 1950's especially in Switzerland The Swiss style attracts the moment in Modernism or the new trend in Modernism and influenced the designs in Art.
The Preference was given in this design to be as clean readable and subjective orientated the obvious point of this style is layout is Symmetry.
This style has a preference for photography as well, particularly in illustrations and drawing. In the early international typography, the style was depicted as an element of a primary design. This design is also used in the text, and this is still seen in making the strategy in designing and also in theory today. As graphic designers, people will come to know about Swiss design, but when it comes to the definition, they answer it with a Crispy and blocked-out layout.
Comparative Analysis
Rand’s exceptional art and graphic work for IBM bridge an era of optimism for branding as a communicative tool, his conceived visual communication systems grounded in recognizable logos, ranging from packaging to building signage many of which are still in use today.
The next logo was an American computer and also a software Company which was founded in 1985 by Apple company co-worker Steve jobs. Paul Rand 1985 designed a logo for Steve Jobs's computer company. Steve Jobs knew that the computers that he was going to make were going to be in a shape of a cube. He loves that shape and he was open about that with Paul rand. Which inspired The cube into a logo. this logo essentially occurs in one instance. And will only change in In scale. The typeface has three uppercase and one lowercase to add more contrast and interest. The Lowercase E Was Paul Rand's idea that Served a political purpose. Steve jobs paid the graphic designer Paul Rand to create a Visual identity for his own computer company. Paul Rand begin to create a book to show His design and front for the next Logo so it will give Steve job a good perspective of the final outcome and also persuade the clients that his proposed idea was the right direction. he designed a variety of typefaces as a conveniences starting point. The company created and manufactured a number of computers for the Higher education and business market. He designed the book so people who were working with the brand will help convince the client that the project was the right idea. Paul designed so many sketches to develop his idea so that he will come out with an amazing outcome. He designed so many typefaces with different styles different lowercase and uppercase.
Steve Jobs, Steve Wozniak, and Ronald Wayne. was the co-founder of Apple In 1976
When Steve Jobs left the apple company he founded NEXT computer failing to achieve massive Seals. However, within the 1990s, NEXT software was used As a framework, and also WebObjects was used in iTunes stores and Apple Store. In 1996 Apple company bought NEXT for $429 million.
Conclusion
Rand inspired so many people his work was so powerful and Uplifting to his audience
He put a lot of effort into his work Paul Was expiration too many people who loved his work and also Put a lot of attention, care, and plan on how it will relate to his audience. He also uses different techniques to create his posters and designs it attract people's eyes nowadays.he worked with symbols, shapes, lines, and many more to bring his work to life.
The designer creates branding guidelines on how the logo will appear in various places like ads, environments, and products.He was also one of the pioneers in using a new formal language, creating professional relationships, and using technical equipment.
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