Men who do nothing... but think!

Following the initial success of his work at IBM, Rand was approached by Eliot Noyes in 1959 to replicate their success with another historic American company, Westinghouse Electric Corporation. Like IBM, Rand modernized all elements of the firm’s graphic identity, including its logo. By reducing the logo to a simple letter designed in a manner to evoke an electrical panel, Rand created a daring and enduring modernist symbol for the firm. Rand became instrumental in Westinghouse’s retail advertising designs from 1961 through 1971, many of which incorporate his own drawings and handwriting.

Paul Rand 1914–1996

Paul Rand was born Peretz Rosenbaum in Brooklyn in 1914 to Orthodox Jewish immigrants. His father owned a small grocery store, for which Rand often painted signage and advertisements. As a young man, Rand studied at Parsons School of Design and Pratt Institute but never finished a degree. He found the courses unstimulating, as many of the era’s arts programs were stuck in very classical methodologies. Independently, Rand studied early 20th century European modernism, which influenced much of his early designs. He drew influence from the Bauhaus, Constructivist, Cubist and de Stijl movements, as well as the art of Paul Klee, Alexander Calder and Joan Miró.

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