Paul Rand: Defining Design

Exhibition in MODA, Atlanta, until 26 January 2014.
American designer Paul Rand defined design as a unified activity, based on analysis and governed by imagination. Throughout his lengthy career – in which he created some of world’s most successful and recognisable logos (IBM, Westinghouse, UPS, and ABC), his design work was governed by fundamental principles like beauty, intelligence, repetition, symbol, and humour. His influence and inspiration still affect designers today, who acknowledge that he set new standards for graphic design. The exhibition examines the trajectory of Rand’s career by juxtaposing his iconic designs with discussion of the design principles by which they were informed. In addition, short films, interviews, and examples of his persuasive writings further illuminate this legendary designer’s thoughts on the design process.