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.