s

IBM and Paul Rand’s shared legacy of design

Design luminary Paul Rand developed IBM’s iconic 8-bar logo, but his contributions ran far deeper. Rand believed that “everything is design”—no piece of design collateral, from packaging to stationery to building signage, was too small or insignificant for his consideration. As he evolved IBM’s visual identity, he’d regularly issue updates to the IBM Graphics Standards Manual, a compendium of his IBM design philosophy. The manual has achieved status as a masterwork of culturally historic design, so much so that a new reissue is the product of a successful crowdfunding campaign. Paul Rand’s classic designs have served to solidify IBM’s brand identity over the years and will continue to inspire countless designers.