Paul Rand  was born Peretz Rosenbaum, August 15, 1914.  He was a famous American graphic designer, best known for his corporate logo designs. Educated at the Pratt Institute (1929–1932) and the Art Students League (1933–1934), he was one of the originators of the Swiss Style of graphic design. Rand taught design at Yale University in New Haven, Connecticut. He was inducted into the New York Art Directors Club Hall of Fame in 1972 and designed tons of posters identities (IBM, UPS and ABC). Rand died of cancer in 1996. He is buried in Beth El Cemetery In Norwalk, CT.

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Rand's design philosophy is valuable for anyone interested in improving her understanding of the designer art and of how that role can be best expressed in the professional business world.

In this short essay Paul Rand analyzes and highlights some of the stereotypes of how design and designers are often treated in the corporate world. Typical is the scene he recounts in which "the inexperienced and anxious executive who innocently expects, or even demands, to see not one but many solutions to a problem. "Who, working communication or training hasn't been in that one?

Designers must constantly face such unwelcoming realities. But the more they can analyze and understand the motives and reasons behind such typical behaviours, the more they can equip themselves with the mental and verbal ammunition to face these situations on equal grounds. READ MORE.