IBM pavilion at the  New York World's Fair, 1964. IBM logo and graphic identity designed by Paul Rand.
Courtesy of IBM Corporate Archives IBM pavilion at the  New York World's Fair, 1964. IBM logo and graphic identity designed by Paul Rand.


Paul Rand, whose most iconic work includes the design of corporate logos, was a man whose name itself had been re-imagined as a corporate identity. Two four-letter names, easily remembered and difficult to escape from one's memory—similar to his ABC logo, seen by millions on television screens for generations.

AD magazine,  Volume 7, 1939, with cover design by Paul Rand.
Museum of the City of New York AD magazine,  Volume 7, 1939, with cover design by Paul Rand.


Paul Rand, who started his career as Peretz Rosenbaum, slowly expanded his portfolio in between work and class. Launching his professional career with magazine covers, he revolutionized advertising as an art director on Madison Avenue. The exhibition, on show at the Museum of the City of New York, is comprised of six entities, and features 150 pieces of Rand's work, including his pioneering rebranding campaigns for IBM and UPS (unusual color combinations, bold typefaces, straightforward company messages).

IBM facility in Rochester Minnesota. IBM logo and graphic identity designed by Paul Rand.
Courtesy of IBM Corporate Archives IBM facility in Rochester Minnesota. IBM logo and graphic identity designed by Paul Rand.


“Paul Rand refashioned the advertising industry in New York City and introduced the concept of branding and logo recognition,” said Susan Henshaw Jones, the Ronay Menschel Director at the City Museum, in a press release. “People all over the world are familiar with the work he created, which lives on today, and we are thrilled that visitors will now get more acquainted with the mastermind behind it.”

The exhibition is on view from Feb. 25 to July 19, 2015. 

I Know A Lot of Things, book designed by Paul Rand and written by Ann Rand, 1956.
The Museum of the City of New York I Know A Lot of Things, book designed by Paul Rand and written by Ann Rand, 1956.


Idea: International Advertising Art magazine, Volume 2, 1955, with cover design by Paul Rand.
The Museum of the City of New York Idea: International Advertising Art magazine, Volume 2, 1955, with cover design by Paul Rand.


Jazzways magazine, Volume 1, 1946, with cover design by Paul Rand.
The Museum of the City of New York Jazzways magazine, Volume 1, 1946, with cover design by Paul Rand.


IBM facility in Rochester Minnesota. IBM logo and graphic identity designed by Paul Rand.
Courtesy of IBM Corporate Archives IBM facility in Rochester Minnesota. IBM logo and graphic identity designed by Paul Rand.