Logo Designers

Paul Rand

Here’s what a logo is and does: Written by Paul Rand himself.

A logo is a flag, a signature, an escutcheon.
A logo doesn’t sell (directly), it identifies.
A logo is rarely a description of a business.
A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.
A logo is less important than the product it signifies; what it means is more important than what it looks like.

Paul Rand was one of America's leading modern graphic designers, his work included advertising, book and corporate design. He studied at Parsons School of design in New York City, although the majority of his work was self taught.
His Logo designs have a fresh and clean look, I have noticed from studying his work he uses a lot of negative space in his work, this makes the eyes focus on specific parts of the logo such as the text. Paul Rand also sticks to a minimal amount of colour, this way it is still bold but isn't distracting and overpowering.