Paul Rand was a defining figure in American graphic design. Over a six-decade career, he reshaped how businesses understood visual communication, introducing modernist European ideas to advertising, publishing, and corporate identity. His work emphasized simplicity, geometry, and bold typography, aiming to make the familiar feel new. That approach continues to influence design today.

Rand’s greatest impact came through corporate identity. He created enduring logos for IBM, ABC, UPS, and NeXT—marks that remain iconic decades later. More importantly, he helped convince American corporations that design was not decoration but strategy. By building complete, coherent visual identity systems, Rand persuaded business leaders that strong design could drive trust, recognition, and long-term value.

As a designer, teacher, and author, Rand advanced a simple idea that changed corporate culture: good design is good business.

Paul Rand influenced several generations of graphic designers through his practice, writing, and teaching, and maintained important relationships with both peers and younger designers who saw him as a model of modernist rigor and commercial effectiveness. In 2018 Steven Heller posted a handful of Christmas cards made by other designers and sent to Rand. It is always fun to see the work of creatives when they are designing for themselves.

‍ARTICLE: Christmas Cards to Paul Rand