American designer Paul Rand (1914–1996) defined design as a unified activity, based on analysis and governed by imagination. Throughout his lengthy career – in which he created some of world’s most successful and recognizable logos such as those for IBM, UPS, and ABC – his design work was governed by fundamental principles such as beauty, intelligence, repetition, symbol, and humor. He set new standards for graphic design.
Paul Rand (1914-1996), IBM, lithograph in colours,1982.
Paul Rand (www.paul-rand.com)
Paul Rand, The 79th Ginza Graphic Gallery Exhibition: Paul Rand, 1992