After reading and watching the Lessons from IBM and Paul Rand I concluded there is no one way to design. Rand took his profession very seriously. His designs were straight forward but there was an element of play. He went into design as solving an issue using simple forms and different weights.
At first it threw me off that he took 10 years to create the IBM Logo, (because it takes Scher one second and 37 years of experience) but I thought it impressive that when he presented his work it was complete in booklet form. It showed how the logo would be used and why it worked. He made sure the applications matched the aesthetic. It was mentioned in the video that if you made a mistake it was the company’s problem not Rands. If you wanted Rand to change or edit his work you had to present a rationale of why it did not work v.s. Simply saying blue isn’t the color they wanted.
Also I did not know that Rand designed the logos for UPS and ABC.
In comparison, Paula Scher does three variations and felt if she did not grasp the concept then she would say she wasn’t a good fit for the project. Scher is so established her team helps put the completed applications together and Rand does it all himself.
They both are similar in the way they use play. Years later, Rand remained on the IBM branding team the same way Scher did with the Highline and Public Theater. They both stand by their designs and agree that the logo should take on meaning. Without meaning the company and logo become second rate.Print this page