Paul Rand was born Peretz Rosenbaum on August 15th 1914. He was an American graphic designer, known for his corporate logo designs. Paul Rand was born in Brooklyn, New York. Rand’s father believed that Art alone could not support him. His father had him attend Manhattan High School while taking night classes at Pratt Institute. Rand was basically a “self-taught designer”. Before his career got underway Peretz Rosenbaum wanted to change his name to draw attention away from his Jewish background. He came up with Paul shortening Peretz to a four letter word and Rand from an uncle’s name. He believed “four letters here, four letters there, would create a nice symbol.” www.paul-rand.com Rand attended the Pratt Institute from 1929-1934. …show more content…
He was the person who defined visual culture in America. After WWII he transformed advertising. He created a modern approach to sell products every American would buy. He believed that “good design was good business.” Paul Rand’s work included magazine spreads, book covers and product packages along with logos and advertisements. Mr. Rand was an American graphic designer who looked at Europe for his inspiration for design. As a student he enjoyed commercial arts journals from both Britain and Germany. He enjoyed the work of graphic designer A.M. Cassandre and Swiss Expressionist Paul Klee. He studied the new typographic theory from Switzerland. Rand also enjoyed the Modernist thinking on form and function from Germany. Rand used the combination of collage, montage, hand-lettering, photos and drawings to create his work. Paul Rand changed the way companies used advertising. He put words and images on the advertisement page. He made his advertisements stand out. Rand used wit and humor for spirt-maker Dubbonet and the cigar company called El Producto. Paul also used bold and arresting colors in this work. It was said that Rand “brought ideas and intelligence to advertising where before him there was no semblance of thought.”