Chapter 1
From Brooklyn to Bauhaus
Chapter 2
The corporate identity revolution
Chapter 3
The art of persuasion and the single logo rule
YOUR GOAL
Master of The king of logos and the art of Paul Rand
Ch 2 · The corporate identity revolution
sonia Corporate Identity Revolution
Strip away the clutter for a modern sign, A bold new visual language on a clean-cut line.
sonia A colorful geometric illustration depicts a mid-century designer beside the circular abc logo.
BETA
sonia Combine simple shapes to discover how Paul Rand designed iconic logos like IBM.
Fun Fact
The striped IBM logo: Paul Rand added horizontal stripes to the IBM logo in 1972 to make the heavy letters look lighter and mimic computer scan lines.
Glossary
corporate identity (noun)
The uniform visual and conceptual image that a company presents to the public. Paul Rand pioneered this modern standard in 1956 with his landmark redesign for IBM.
The uniform visual and conceptual image that a company presents to the public. Paul Rand pioneered this modern standard in 1956 with his landmark redesign for IBM.
Quiz
Which shape did Paul Rand use as the outer frame for his iconic 1962 ABC television logo?
Quiz
Which corporate giant's design consultant, Eliot Noyes, originally hired Paul Rand to work for them?