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Paul Rand (1914-1996) was a pioneering figure in American graphic design whose career spanned almost seven decades. Always enquiring and investigating, he explored the formal vocabulary of European avant-garde art movements and synthesised them to produce a distinctive graphic language. Rand was a major force in editorial design, advertising and corporate identity. He was art director at "Esquire" and "Apparel Arts" magazines, and he designed the ground-breaking covers for the cultural journal "Direction". He worked at the Weintraub Advertising Agency from 1941-1954 and, in 1955, established his own design studio, acting as consultant to companies such as IBM, Westinghouse and UPS. His logos for these companies are world-renowned design classics. This book comprises a definitive collection of Rand's works, through an exploration of his advertising, publishing and corporate identity work. Steven Heller's text, with a foreword by designer Armin Hofmann, introduction by advertising guru George Lois, and a concluding essay by designer and writer Jessica Helfand, offer an insight into Paul Rand's work.
- Sales Rank: #2132959 in Books
- Published on: 1999-05
- Original language: English
- Number of items: 1
- Dimensions: 1.39" h x 10.21" w x 11.72" l,
- Binding: Hardcover
- 255 pages
Amazon.com Review
IBM, UPS, ABC. If these acronyms ring a bell, their ubiquitous logos springing instantly to mind, then you know the work of Paul Rand (1914-1996), the Picasso of Graphic Design. A pioneer in the field of visual communication, Rand developed a fresh and individual design language drawn from European art movements including Russian constructivism, de Stijl, and the Bauhaus. His career as an art director, teacher, writer, and design consultant to major corporations spanned almost seven decades. Rand arguably got his start at the tender of 3 when he first began to secretly copy pictures of the attractive Palmolive models pictured in advertising displays in his father's grocery store in Brooklyn, New York. He later modeled his aesthetic on avant-garde artists like Paul Klee, El Lissitzky, and architect Le Corbusier, each of whom advocated a timeless spirit in design. Rand began his career in an era when working by hand was a given, a reality that would change before his eyes as the mass media, entertainment, and consumer industries were revolutionized by increasingly technical equipment, and ultimately the computer.
Steven Heller, senior art director at The New York Times and prominent author of numerous design books, presents this meticulously researched and detailed survey, which marks the first complete retrospective of Rand's powerful body of work, exploring the full range of his advertising, publishing, and corporate identity projects. Eminent designer Armin Hofmann writes the forward, and the introduction is penned by advertising legend George Lois, who writes, "The constant concern of the scholarly and humanistic Paul Rand was to create images that snared people's eyes, penetrated their minds, warmed their hearts and made them act." Appropriately, the designers of this large, bold, beautifully designed book seem well versed in Randism themselves, creating a gorgeous tribute to this quintessential artist's artist. Rand's uncanny ability to inject wit and whimsy into the corporate vocabulary is echoed here, for example, in an enlarged reproduction of an opened children's book whose spine is aligned with that of the actual book held by the reader, creating a playful trompe l'oeil effect. At 255 pages, with a staggering 452 illustrations (over 300 in color), this book is a delightful and inspiring must-have. --A.C. Smith
Review
Heller's text ... offers a suitably reticent commentary , quiet bits of explanation and brief historical contexts--a concisely informative and deeply informed professional appreciation. -- The New York Times Book Review, Bernard Sharratt
About the Author
Steven Heller is the art director of the NY Times Book Review and co-chair of the MFA Design program at the School of Visual Arts. He is the editor of the AIGA online journal, VOICE. He is a contributing editor to PRINT, EYE, Baseline, and ID. He writes frequently for Metropolis and other design magazines. He is author, co-author, and editor of over 90 books on design and popular culture.
George Lois, a native New Yorker, joined Doyle Dane Bernbach as an art director in 1958 and started his first agency in 1960. He is the recipient of an AIGA Gold Medal, among other honours, and the author of two books on advertising. He continues to consult for major corporations.
Jessica Helfand is a partner at Winterhouse, a design collaborative in New England, and a founding editor of "Design Observer," She teaches in the graduate program in graphic design at Yale University and has written several books on design and cultural criticism. She lives in Falls Village, CT.
Most helpful customer reviews
0 of 0 people found the following review helpful.
The Late Great Paul Rand
By Jonny B
If you know anything about design, the words Paul Rand retain some meaning for you. It may be vague, perhaps one of your professors recommended you look him up, maybe one of your design icons listed him as an influence.
Or quite likely you have seen some of his work, and never knew the man behind such world famous, global dominating logos. This has to be the most in depth Paul Rand book I have read, and I have borrowed many from various libraries. Which inclines me to say that if the history of design has ever intrigued you or you just like Mr.Rands work, then this is probably the best choice for you. Not only does it have a ton of images but it's probably the best bang for you buck as far as Rand books go.
11 of 12 people found the following review helpful.
Buy a Magnifying Glass
By R.M.F.
This is a pretty thorough book on a graphic design icon. Unfortunately, the book is typeset very poorly in an 8pt serif font. Reading more than a few pages at a time strains your eyes and results in a headache - ironic considering Rand was a firm believer in usable design.
Lots of full color samples of Rand's work to coincide with the text, which is nice.
Overall, this book is a great resource. It's too bad the type is so difficult to read.
0 of 0 people found the following review helpful.
great book
By José Antonio de Oliveira
This is about one of the best graphic designers of all times and it's complete. A very beautiful book. Great buy!
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