Paul Rand is arguably one of the most famous graphic designers in history. His work redefined the standards of good design and established him as a leading figure in American visual culture. Trained as an architect, Rand was a master of branding, typography, and graphic design. He was also highly sought-after for his prolific graphics and packaging designs that helped launch some of America’s favourite brands (such as IBM, Esquire, and MoMA). Perhaps what made Paul Rand stand out most was his ability to think creatively without fear of being deemed “different” or “weird” for doing so. In an age where conformity is valued above all else, his willingness to buck the status quo made him a true creative genius. Although he’s been gone for almost 20 years, his legacy continues to have a major impact on the world of design.
Growing up with art
The son of Russian-Jewish immigrants, Paul Rand was born in New York City in 1914. From a young age, he had a passion for art, and his parents did everything they could to encourage his creativity. Both of his parents were painters and his father (who was also Russian) specialised in commercial art and signs. As such, Rand grew up surrounded by art. What’s more, Rand’s family had a progressive outlook that allowed him to explore his artistic side at a young age. When Rand was just a child, his parents built him a darkroom in the basement of their New York City home, where he could experiment with photography. Rand used the space to develop his skills in photography and design.
Becoming a master of typography
Rand earned his Bachelor of Architecture degree from the University of Pennsylvania. There, he studied under Philip Johnson, who was one of the most influential architecture educators in the country at that time. Johnson, heavily valued design. While studying at Penn, Rand became enamoured with the art of typography and was particularly intrigued by how design could affect the power of words. Even as a budding architect, Rand was more interested in how type could be utilised to convey a message. For example, if a sign reads “Restrooms This Way,” the reader may assume that the restrooms are located in the direction of the sign. But if you change the typeface to say, “Restaurant,” the reader may assume the facilities are located inside the restaurant building.
Becoming a master of branding
As he gained more experience in the architecture field, Rand became frustrated with the conformity that existed in the industry. He noticed that architects all over the country were designing buildings with very similar features. Rand felt that this stagnation was inhibiting architectural growth, so he decided to switch career paths. Rand found success in the world of design, but he wasn’t interested in creating a product or building. Instead, he wanted to focus on how a product is represented. Rand became fascinated with how a logo and typeface could convey a company’s identity and personality. For example, Rand created the “IBM Think” logo in the 1950s. The logo is arguably one of the most iconic logos in American history. It’s simple, memorable, and has the power to instantly evoke the identity of the brand.
Rand’s final word
Throughout his career, Rand continued to explore new mediums and push the boundaries of design. He created designs in architecture, furniture, sculptures, paintings, and even cartoons. Rand’s work has left a significant mark on American culture and has influenced many designers to think creatively. Rand was passionate about design and art. He loved to experiment with new ideas and push the boundaries of creativity. He wanted his work to be remembered for making a difference, for inspiring others to think outside the box. And it was for this reason that Rand was so fond of the Chinese proverb:
“The best time to plant a tree was 20 years ago. The second best time is now.”