Paul Rand 's Theory Of Design

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Paul Rand is one of the most influential graphic designers of his time. He was mainly self-taught and held a position as a professor of Graphic Design at Yale University. He designed many globally known logos for different companies such as UPS, abc, and IBM. As well as these logos he also designed many famous posters for the same or similar companies. He worked most often in corporate designs and brought a new way of understanding this type of work.

This essay will be discussing Paul Rand’s methods in design, for example in the IBM poster he created in 1981. This poster design was originally created as a banner in 1980 however he later developed it. He did a series of work for IBM including many poster and logo designs including their current logo that he designed in 1972.

Paul Rand was very strict in his rules for design and followed these rules in his works, especially within logo’s. He believed that: “If a logotype is too big or too small, awkwardly placed, too often repeated, ommited, given the wrong emphasis , or otherwise confusing, it does not help a company image.” Rand.P (1982) These same rules can be used within his poster designs as well, he does not over complicate any of his designs and keeps them proffesional and dynamic.

A great exmple of this would be his IBM logo. He does not use any complicated detail in this, even though it is a serif font it is still completely legible and simple. He also uses a light colour in the design, this means that it does
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