The ideal logo is simple, elegant, economical, flexible, practical and unforgettable.
Paul Rand’s formal presentation of a corporate logo concept included a printed presentation book that lead the client through his unique design approach. The left pages included text, while the right pages remained purely visual. The present lot is the formal presentation for USSB logo. The first half of the book shows the development for the trademark for the firm’s original name, HUB TV, which they changed midway through Rand's design process.