Paul Rand

Rand persuaded American business that a logo should be simple enough to survive a fax machine and a matchbook. His striped IBM mark of 1972, the UPS shield with its parcel tied in string, the ABC lettering in a circle and the Westinghouse W all came from that conviction. He also had the nerve to present Steve Jobs with a single option for NeXT, plus a booklet explaining why, for a reported $100,000 fee. Earlier, his witty magazine covers for Direction showed the playful side behind the corporate work.