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The Designer Who Humanized Corporate America

A new exhibit celebrates Paul Rand, a pioneer who re-envisioned the look of megacompanies with whimsical, colorful logos and illustrations. An interpreter of European modernism, Rand helped give a playful corporate identity to major American industries and designed some of the nation’s most recognizable business logos—for IBM, Westinghouse, UPS, ABC, even Colorforms. Logos were his forte—but he also lent his minimalist style to book covers, children’s book illustrations, posters, and package designs.

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