Paul Rand Research Paper

The International Typographic Style was a design movement that came from Switzerland and Germany in the 1950s that emphasized cleanliness, readability, and objectivity.1 It not only emerged in European countries, but also in Russia and the United States. One important designer from this time was Paul Rand, and unlike most artists and designers, he did not have a signature style, because every task was different and required a different approach.2 Said to be one of the main influences on America's approach to modern design, Paul Rand was only 23 years old when he first began work as a graphic designer3 and his mission was to bring new ideas and thinking to the design world of America. In the 1930s when he was starting out as a young designer,

One thing he talks about in one of his many books, is the fact that design focuses more on conception than it does on execution.19 Anyone can make a neat, clean, well executed design, but that doesn't mean that it's worth anything. The concept and planning are what make a well-thought out, efficient design. Another lesson taught, is that an experienced designer does not begin with some preconceived idea. Rather, the idea is the result of careful study, and the design and product of that idea.20 A designer cannot come into a project with an idea ready and a plan already decided. They have to have an open mind before receiving all of the information, and then analyze it before coming up with a plan of action. A third lesson, is that because graphic design primarily deals with the spectator, or viewer, and because it is the mission of the designer to be persuasive or at the very least informative, it would follow that the designer's problems are twofold: to anticipate and prepare for the viewer's reactions and to meet their own aesthetic, visual needs.21 The entire goal of graphic design is to attract the attention of the viewer, to draw them in and give them new information along with persuading them to buy a product, see a certain film, shop at a certain store, etc. Having this in mind, will aid in creating an efficient, aesthetically pleasing design. Another lesson taught that is a very central idea in identity design, is creating a universal visual or symbol for a product, ideal, idea, business, etc.22 Identity design's primary goal is to create a symbol that will take on a company's personality and character and will forever represent said company. Take, for instance, the Pepsi logo. This logo, or identity, has represented Pepsi so long that a viewer can see the logo and instantly know that it