A Brief Bio of Paul Rand

Even if you aren’t familiar with the name Paul Rand, you are definitely familiar with his work. Paul Rand was an American graphic designer and art director, who essentially defined the visual culture in America in the decades following World War II – and revolutionized how we think about corporate logos today.

He was born on August 15, 1914 as Peretz Rosenbaum in Brooklyn, NY. He enjoyed working on school art projects as a child, and painted signs for his father’s grocery store. While he received some higher education from different institutions, he claimed to have been primarily self taught, through his own explorations, interests, and reading. His influences were the German Bauhaus, the Netherland born De Stijl movement, as well as Russian constructivism. In young adulthood, he decided to change his name to Paul Rand to camouflage his Jewish heritage. He thought his surname might hinder his career, given the cultural climate of the time. His chosen name has gone on to practically be a brand in and of itself.

He started his career providing graphics and stock images to various publications. He quickly amassed an impressive portfolio and reputation. In 1936, he worked setting page layouts for Apparel Arts magazine, which is now known as GQ. This led to a position as art director for the Esquire-Coronet magazines at just 23 years of age. The December 1940 cover of Direction magazine — which uses barbed wire to present the magazine as both a war-torn gift and a crucifix — was particularly well received, and helped refine and define the “Paul Rand” look.

Paul Rand’s most revolutionary contributions to the art of American graphic design are his corporate identities. He knew that good design was good business, and was able to convince others of that. Some of his work is still in use today. Even the ones that have been retired were so successful that they are still recognizable. Think of the companies IBM, UPS, Morningstar, Enron, Westinghouse, and NeXT, and you are likely picturing the logos designed, refined or originated by Paul Rand.

Perhaps what made his corporate identities so successful was that he was incredibly thorough, and confident, as it relates to his design processes. In fact, when Steve Jobs (the notorious founder of Apple) was asked about Rand’s work for NeXT, he shared “I asked him if he would come up with a few options, and he said, ‘No, I will solve your problem for you and you will pay me. You don’t have to use the solution. If you want options go talk to other people.’” This attitude can be suggested to have left an impression on Jobs when approaching his future endeavors. A company may have all sorts of ideas about what they think they want, but Rand proved amazing things can happen when you trust your designers to do just their job unimpeded.

Cash-50

5 Ways a Well-Built Brand Makes Your Company Money

When you’ve built a brand, it makes it easier for your target audiences to notice you and recognize you. Amidst all the loud marketing, a strong brand allows a customer to clearly see what your business is and why your offerings matter to them. This makes it more compelling and more likely they will patronize…

The silhouettes of concert crowd in front of bright stage lights. Concert of an abstract rock band

The Importance of a Social Media Presence

Social media platforms help increase awareness about brands, connect with customers, and potentially boost leads and sales. With more than three billion people around the world using social media every month, it’s certainly not a passing trend. It’s one of the most profitable and stress-free digital marketing platforms that can be used to grow your…

colorpsych

Color Psychology

Color psychology is the study of hues as a determinant of human behavior. Colors can cause certain emotional reactions, and even influence perceptions that are not necessarily conscious. Color psychology is used all around us, taking its cues from nature, and should be considered in marketing and branding. The following are just some common color…

Close up of old retro clock

The Best Time of Day to Post on Social Media

When it comes to social media, gauging the right time or times to post is considered crucial to maximize post interactions. At Remixed, we specialize in social media marketing, and have studied the best times to post. But, it is imperative to note the data isn’t necessarily applicable for every type of audience. A few…

Group of business people assembling jigsaw puzzle and represent team support and help concept

Why It’s Important To Have A Brand Promise

A brand promise is an extension of a company’s positioning. It is a value or experience which a company’s customers can expect to receive every single time they interact with that particular brand. It’s extremely important since consumers wish for companies to deliver on the brand promise consistently, time and again. They desire enhanced experiences,…

New York Times Square

5 Reasons Successful Branding is Important

Branding clearly delivers your message. Branding emotionally connects your target audience with what you offer. Branding motivates your audience to create a connection. Branding reinforces your credibility. Branding creates loyalty. Bonus – Branding helps you stand out in a crowd.

Clutch_Top_Branding_Agencies_2021

REMIXED Named Top Branding Agency in Orlando Award on Clutch

At REMIXED, we help brands connect with their audiences through expertly crafted branding strategies. We’re a full-service and multi-disciplinary branding agency that provides everything from brand building to message promotion to marketing management. Since 2006, we’ve been working with brands of all sizes across various industries, including hospitality, retail, entertainment, nonprofit, government, and more. We…

1_JyjM1R5nULnhMO_gyXdsTQ

What is Branding?

Branding is all of the ways you establish an image of your company in your customers’ eyes and minds. It’s your “what”, your “how”, and your “why”. Your description of what you offer, the colors associated with your business, your visual identity, your website, your advertising, your collateral and your social media presence—these are all…