One of the most influential figures in American graphic design who had the exploration on the formal expressions of the European avant-garde art movements and had the development on only one of its kind and predominantly American graphic style which has the characteristics of being simple, witty and problem-solving rational approaches is Paul Rand.
His major influences are on design consultation and of course in developing identity systems and logos for most important corporations such as IBM, Westinghouse, United Parcel Service, American Broadcasting Co. and NeXt Computer. Due to his revolutionary novelty in design, typography and graphic design Paul Rand’s works were easily recognized during the early twenties. His prominence in advocacy of employing a wide diversity of techniques such as typography, painting, collage, photography, and montage create a mixture of elements in production of a unique and modern visual image in his works in posters, magazine cover designs or corporate logo or identity design (Logo Designers 2007).
As with the informal group of American poets, painters, dancers and musicians who were active during 1950s to 1960s in New York City which is called the New York School, it was synonymous with the abstract expressionist painting. They drew inspiration from Surrealism which features elements of surprise and unexpected juxtapositions also with the contemporary avant-garde movements considering by some to be a hallmark of modernism.
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Paul Rand was able to synchronize different techniques in different designs coming up innovation and excellence. With his typography, having the elements of balance, uniformity and equilibrium of spacing, he had successfully merged modern typography and nineteenth-century engravings presenting both visual and technical content. For a creation to be aesthetically appealing, Paul Rand never forgets the most common element which is simplicity.
He was not afraid to break away from the conventional standards of typography and layout during the 1940s and used Swiss style in incorporating designs into his creations and experimented with other designs such as Cubism, Constructivism, the Bahaus, De Stijl and other modes of modern art with integration of different modes of art and styles into American visual culture. Like the New York School, Paul Rand’s attempt to be rebellious on the techniques and contemporary designs for his creations paved way to more accepting and recognizing designs.
He became the standards in creating corporate logos having modernity, simplicity and ease of recognition. By pushing the boundaries to get the acceptance of being the norm or the status quo, principally in the cultural dominion works that are innovative or experimental will have a great response and effect to art, culture and politics. It does not basically focus on art but also with the other factors and considerations around the environment.
Being philosophical, politically and socially aware made the New York School and Paul Rand as great contributors not just in the world of art and visuals but also with the total concern they had manifested in their works and what they had left for us. It is best to understand different techniques and take risks to make the most out of them. But what is most important is the fact that these techniques come from conventional and modern ideologies concerning different issues that are facing the community and the society itself. Paul Rand and the New York School link modernism and contemporary ideas.
