TY  - BOOK
AU  - Heller,Steven
AU  - Rand,Paul
AU  - Helfand,Jessica
TI  - Paul Rand
SN  - 0714837989
AV  - NC999.4.R36 H45 1999
PY  - 1999///
CY  - London
PB  - Phaidon
KW  - Rand, Paul,
KW  - Design
KW  - United States
KW  - History
KW  - 20th century
KW  - Commercial art
N1  - Includes bibliographical references (p. 247-249) and index; Routes : the boy art director -- Advertising : modernism comes to Madison -- Publishing : the play instinct at work -- Corporate identity : good design is good business -- Paul Rand : author -- Paul Rand : the modern professor / by Jessica Helfand
N2  - Paul Rand (1914-1996) was a pioneering figure in American graphic design. Adopting what he called a 'problem-solving' approach to design, he drew on the ideas of European avant-garde art movements and synthesized them to produce his own distinctive graphic language. As an art director, teacher, writer and design consultant to companies including IBM and UPS, he was a major force and influence in the field of graphics and visual communication and enjoyed an enthusiastic and committed following; Rand's career spanned almost seven decades and numerous chapters of design history. His own books are solidly thematic, whereas this definitive collection of his key published and proposed works is medium-driven. It explores the full range of his advertising, publishing and corporate identity work. Armin Hofmann, the eminent Swiss graphic designer and educator, contributes a foreword reflecting on Rand's importance in the creation of a new visual culture. George Lois, one of the most inventive figures in advertising and a follower of Rand, writes an inspiring introduction. Jessica Helfand, one of Rand's former Yale students and a highly respected design writer, has captured his educational achievements in a lively concluding essay
ER  -