He used in the IBM logo the city type family to tie the company together. Everything he chary it to Bodoni was a more graceful and functional typeface. IBM was so influential that itcall letter symbolized the technological revulsion of the1950 and 1960s. As a resultthe logo became more condensed, solid and heavy, Rand decided it was necessary to add an outline version, sitting it in two weight, light and medium. He introduced the striped version, because he thought thatthe stripes gave the logotype a sort of a legal sense, like scan lines on a banknote. Throughoutthe process Rand did not forsake tradition but valued serendipity. He once admitted that EL product's logo was setin stencil for no other reason than he did it in stencil.

 With the success of the Westinghouse logo Rand proceeded to design the entire panoply of corporate materials but his real opus was the redesign of Westinghouse retail light –bulb packaging.

The one of the key reasons that Rand was called upon so frequently by American businesses was his uncanny ability or rather obsession to inject wit and whimsy into the corporate vocabulary

. He created system (or at least logo) that was humanistic if not playful. One prime example of this was his redesign of the United Parcel Service (UPS) logo. Rand said “that was the end of it

One year after introducing the UPS mark Rand was commissioned to develop a logo for the American Broadcasting Company (ABC). Again he was brought in after other designer had tried and failed. So, of course it hands to be completed in heste. ABC ranched third of the three rational network and had an equally third- rate large in which the letters ABC were all set in capitals. Realizing immediately that ABC was anaturally rhythmic combination of forms Rand proposed that they be set in the lower case design typeface similar to Futura basing his design entirely on equal circles that comprised the negative of the three letters and dropped it out in white from a black circle, it was simple, direct, full of character and accepted immediately 

without debate.

Paul Rand is an American graphic designer. He was born on August 15, 1914. He lived in Peretz Rosenbaum, in Brooklyn, New York. Growing up in America at that time and with his strict upbringing, he hadn’t much of a chance to follow his creative urge. With virtually no avenues for him to follow, he found creative outlets where he could – painting signs for his father’s store and doing work for his schools special events. A career in art was certainly not viewed as one that could support a family and not one a Jewish family, especially an Orthodox one in post-World War l America would encourage. Considering the rampant anti-Semitism of the time, such careers were unheard of.

paul Rand (1914-1996) was a pioneering figure in American graphic design whose career spanned almost seven decades. Always enquiring and investigating, he explored the formal vocabulary of European avant-garde art movements and synthesised them to produce a distinctive graphic language. Rand was a major force in editorial design, advertising and corporate identity. He was art director at "Esquire" and "Apparel Arts" magazines. He worked at the Weintraub Advertising Agency from 1941-1954 and, in 1955, established his own design studio, acting as consultant to companies such as IBM, Westinghouse and UPS. His logos for these companies are world-renowned design classics.

 

References:

http://conncreatives.com/cc/2011/06/08/paul-rands-cadc-logo

Richard Hollis, "Graphic Design: A Concise History." Thames & Hudson, Inc. 2001

Philip B. Meggs, Alston W. Purvis. “Meggs’ History of Graphic Design.” Fourth Edition. John Wiley and Sons, Inc. 2006

Steven Heller, Paul Rand, Phaidon Press (2000). find this book on amazon.com Michael Kroeger, Paul Rand: Conversations with Students, Princeton Architectural Press (2008).

Paul Rand, Paul Rand: Design, Form, and Chaos, Yale University Press (1993) Paul Rand, From Lascaux to Brooklyn, Yale University Press.

Paul Rand, Paul Rand: A Designer's Art, Yale University Press (2000).

 Meggs, Philip; Purvis, Alston (1983). Meggs' History of Graphic Design. Hoboken: John Wiley & Sons Inc.

Rand, Paul. Paul Rand: A Designer’s Art. New Haven: Yale University Press, 1985.

Heller, Steven. “Thoughts on Rand.” Print, May–June 1997