paul rand book design

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From: United States of America Born: New York, 1914 Died: Norwalk, Connecticut, 1996 What he does: Type Design, Writing, Teaching, Graphic Design, Corporate Identity, Logo Design, Book Jacket Design, Newspaper/ Magazine Design

Paul Rand

Corporate Identity Designs, Innovation and Excellence

Paul Rand was one of the most influential graphic designers of the 20th century. His valued contribution to the design medium is remarkable and acknowledged by clients and critics alike. His work received recognition in his early twenties due to his groundbreaking innovation in design, typography and graphic design. However, it was the area of corporate identity design during the mid of his design career, that he shot to worldwide fame. He is regarded as the one who has actually set standards for the creation of corporate logos, and that too, by devising the prerequisites of modernity, simplicity and ease of recognition. Many of these logos or their basic designs are still in use.

INNOVATION Paul Rand was a prominent advocate of employing a wide variety of techniques such as typography, painting, collage, photography, and montage – creating a combination of elements to produce a distinctive and modern visual image, whether it was a poster, a magazine cover design or a corporate identity design/logo.

1. Typography Paul Rand’s distinctive style was a result of his talent and extensive design education. It inspired his success at the merger of modern typography with nineteenth-century engravings. Rand strove to unite letters, finding unique graphic ways of bringing together letters of a word (name or title of a person or entity). And he excelled at that, as seen in his logos for IBM, EF and Yale University Press.

Typography was one of his strongest command areas, and with his impeccable understanding of both visual content (image/illustration) and technical content (typography/typeface), he produced designs which lasted decades. Balance, uniformity and equilibrium of spacing were the three common elements of Paul Rand’s typography related work.

2. Simplicity : Simplicity was a common element of everything and anything Paul Rand created, whether it was a page design, a magazine cover, an ad, or a logo. And everyone loved it. He was always of the opinion that the design of a logo must be simple, in order to appeal aesthetically.

3. Rebellion In the 1940s, Paul Rand broke away from the conventional standards of typography and layout, and started incorporating Swiss style of design into his creations. He merged American visual culture into European avant-garde (modern art) design, integrating Cubism, Constructivism, the Bauhaus and De Stijl into his work.

Poster for the New York Subways Advertising Company, designed by Paul Rand in 1947.

Poster for the UCLA, designed by Paul Rand in 1996, one of the last creations before his death.

CORPORATE IDENTITY DESIGNS The most important achievement on Paul Rand’s portfolio is in the area of Corporate Identity Design and logotypes. His talent and excellent execution was apparent in the logos he designed for many firms from a broad range of industries like IBM, Apple, UPS, ABC Television, NeXT, Enron, the Cummins Engine Company, El Producto Cigar Company, Compton Advertising and Westinghouse Electric Corporation and many more.

Paul Rand - Advertising - Publishing - Corporate Identity - Paul Rand : Author - Timeline

- Book size - Color Schemes - Book Cover - Page layouts - Sample Layouts - Additional techniques - Package - Materials - Binding technique

10*7.75 inches

Mainly use primary and secondary color to implement on each chapter, with some bright colorful color schemes to play on the graphic elements.

Wrap cover – is a cover with more than the standard 3 panels, the extra two panels fold back and wrap around the book cover, the last panel which the width is 1/3 smaller than actual one fold around and lock with the back cover.

Symmetrical : Modular Grid System

- Die-cut - Two different page sizes - Extra fold - French Fold

On the Front cover and partition pages

The reduce size will be use in the time-line content (7*7.75 inches)

Double size paper insert between each chapter to emphasize on each project

on the partition page of each chapter

A slipcase is generally a box structure made from hard and durable paper to contain and protect a book. In addition to protection, a slipcase adds another element to the presentation of the product. We can also show the book spine at the open end.

Types of Paper - Glossy paper 120 grams – on the extra fold pages - Matt paper 120 grams – normal pages - Matt paper 190 grams – French fold partition pages

Perfect binding Perfect binding is the term given to the process of gluing sheets into a cover that is folded around the edge of multiple pages. Perfect binding requires 100 printed pages or 50 leaves, for it to be considered and is often used as a substitute for saddle stitching on documents desiring a more premium finish.

Almost all paperback books and some magazines and annual reports use this technique.