In this second class, the professor Yamazaki told us about Paul Rand, a famous American graphic designer, best known for his corporate logo designs. He made logos for several companies, but one of his strongest works was the IBM logo.
In the 50's, Rand started to change IBM's visual identity. He started with a smooth change, until he changed to the striped logo in 1972, first with a version of 13 stripes and then the version with 8 thicker lines that was adopted by IBM and today is still used. He brought the beauty of simplicity into the design's world. Paul Rand, from 1970's until the early 1980's contributed for IBM's packaging and marketing materials, including the famous "Eye - Bee - M" poster.
This class was very interesting and showed me the importance of the brand's identity. Other important point that I've already had in mind, was the importance of simplicity. Paul Rand's works were very simple, very functional, but very beautiful. The most diffcult ideas aren't the most complex, but the simplest ones!
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