Paul Rand's visionary conceptions of brand identity
Paul Rand was a giant of American design, whose influential career spanned the second half of the twentieth century. His visionary and pithy conceptions of corporate and non-profit brand identities—though often graphically minimal—embody the artist’s complex philosophy, interest in modernist aesthetics, and singular wit. This exhibition features posters, book covers, and packaging designs from Rand’s beginnings as a pro bono designer for arts and culture publications like Direction magazine to his decades of crafting trailblazing corporate design for companies such as IBM. Paul Rand: The Designer’s Task affords viewers the opportunity to explore the genre of graphic design within the context of the art museum and examine how Rand’s intellectual process and impact on visual culture developed over time.