Paul Rand whose birth name was: Peretz Rosenbaum and known in the United States as “Dad Logo” is considered one of the most influential and innovative designers of the twentieth century. Its name represents simplicity and modernism for its time.
He had artistic inclinations and studied in 3 different institutions of which he did not give full importance considering himself as self-taught. Rand became known and famous for his work on the covers of Direction Magazine at the age of 20.
I design identities for well-known companies such as IBM, UPS, Enron, Westinghouse, ABC to name a few. Its principles continue to inspire today and perhaps some of them may surprise you, especially for the time we live.
01. “A logo derives meaning from the quality of what it symbolizes and not the other way around”
Designers often speak of logos as if they were responsible for conveying MEANING on their own, therefore, the success or failure of a logo is the responsibility of the design.
Paul Rand never attached so much importance or responsibility to a logo.
“It is only by association with the product, service, business or corporation that a logo takes on a real meaning” Rand said. “If a company is second-rate, the logo will eventually be perceived as second-rate. It is very daring to believe that a logo will do its job immediately, before its target audience has been properly conditioned. “
This does not mean that the logos are insignificant, rather it means that the logos are free, they only have the objective of being a graphic distinctive, not of meaning as we think. When this logo becomes a BRAND, that is something else, because they begin to have emotional and representative meanings for its users, but as Rand said, its audience has already been conditioned. This brings us to the second principle:
02. The concept of a logo does not have to coincide with the activity of the company it represents. “The only requirement in the design of a logo is that it be distinctive, memorable, clear and easy to remember.
Put this in other words, logos can be as they please. They don’t have to say something directly about what the company stands for. In fact, it’s often better when they don’t! As Rand would put it.
“Surprising many, the theme of a logo is relatively unimportant, even the appropriation of graphic elements does not always play an important role.
This is not to say that the appropriation of elements is unwanted. It only indicates that in a one-to-one relationship, between a symbol and what it symbolizes is often impossible to achieve, and under certain conditions, objectionable. Finally, the only mandatory in the design of logos is that they be distinctive, memorable, clear and easy to remember ”.
03. Presentation is the secret
Rand placed great importance on the act of presenting a design to a client. For each design, the designer must tell a unique story that is made for that specific client, which is unrepeatable.
“How to present an idea is perhaps one of the most difficult tasks for a designer” Rand said. “Everything that a designer does involves presenting the idea that we want to convey in some way, it is not only how to explain to the client, it is more like how the design we made will defend itself in the market to which it is directed”
04. Simplicity is not the goal but the result of a good idea and realistic expectations
If we really understand what a logo is capable of and what it cannot do, that is when our designs will have the simplicity that we will all celebrate.
These examples illustrate Paul Rand’s success on this issue:
I must admit that when I had the opportunity to analyze and understand what Rand wanted to tell graphic designers with his philosophy, I was surprised, but without a doubt, reflecting and thinking about successful examples, his principles are a clear sample of applied reality. to everyday life, and that, at least for me, captivated me.