In 1961, after an introduction from Eliot Noyes, Paul Rand began consulting for the company. Principally, Cummins hired Rand to introduce an updated modern graphic identity. Unlike IBM, Rand was given the limited focus of the annual report to start, but saw his role broaden to develop the greater firm’s graphic identity as time passed. Rand would later go on to create a trademark for the Columbus Visitor’s Center and other materials for distribution that celebrated the urban revitalization of city. Rand's work with Cummins would continue until he died in 1996.