Monday, February 22, 2010

Paul Rand - Pam


"Simplicity is not the goal. It is the by-product of a good idea and modest expectations".

Rand's career began with a part time position where he produced stock images for a syndicate that supplied graphics to several news papers and magazines. In 1936 he was employed as a freelance-designer to produce page layouts for an Apparel Arts Magazine anniversary issue, his ability to change the visual characteristics of ordinary photographs to become dynamic pieces of art, earned him the respect of the editors which soon followed with the offer to become the art director of Esquire's fashion magazine at the young age of 23.

The Paul Rand brand was clearly expressed on the cover of the December 1940 issue of Direction Magazine with his attempt to try to link his profession and that of the best modernist artists in Europe. This movement in the 40's and 50's set a precedent for other American designers to express their own original ideas and move away from the prominent European designs. Commercial artists were now merging to be recognised as graphic designers opening up endless possibilities in career recognition within the industry.

In 1962 he developed American Broadcasting Company (ABC) and continued to succeed and be recognised with his ongoing outstanding corporate logos still used today.

His work was undoubtedly simplistic, yet clear in the message he delivered through his designs. Noticeably his design characteristics were mainly displayed through the use of typography. Rand shared his talents and skills through teaching design at Yale University throughout various stages in his career.

His modernist approach towards design was shown right through until his death in 1996.