'Simplicity is not the goal. It's the by-product of a good idea and modest expectations'
Who was Paul Rand? Labelled by Steve Jobs as “the greatest living graphic designer,” Rand had a great appreciation and studied knowledge of European artists and advertising styles. Largely known for his famous corporate logo designs of the 50s and 60s. Rand is widely considered to have almost single handedly change commercial art into fine art.
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