Paul Rand (1914-1996), Graphic Designer

Paul Rand (born on the 15th of August 1914 in Brooklyn, NY) is widely regarded as one of the most influential Graphic Designers of the 20th century. While the most renown corporate identities he created are still in use today (ABC, UPS, IBM), he is also remembered for his straightforward take on the designer-client relationship. After hiring Rand to create the logo for “Next”, Steve Jobs stated in a 1993 interview: “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. And you don’t have to use the solution. If you want options, go talk to other people. But I will solve your problem for you the best way I know how, and you use it your not, you’re the client, but you pay me. There was a clarity about the relationshsip that was refreshing.” Paul Rand was inducted into the New York Art Directors Club Hall of Fame in 1972.