think different

Though we are all probably intimately familiar with his branding work, we might not have recognised the name of the individual Paul Rand (Peretz Rosenbaum, *1914 - †1996) who was one of the first Americans to adopt and champion the Swiss Style, a typographical offshoot of the Bauhaus movement, of graphic design without news of an upcoming auction of his creations. Rand fashioned iconic logos, the cohesive and unifying stuff of corporate identities, and advertising campaigns for Westinghouse, Yale University Press, the United States Postal Service, and Apple as well as for IBM and ABC television, whose emblems in one form or another are still in use.