Designing a Classic: Paul Rand and the IBM Logo

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Designing a Classic: Paul Rand and the IBM Logo

As a designer and art director, I love classic designs the most, by which I mean designs that have stood the test of time. A recent Quartz article reminded me of one of the most iconic logos in business history: IBM (along with what amounts to an emoticon version, below).

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IBM was one of the first companies to realize the importance of design, which is easy to forget with the success and attention of Apple’s design approach and the relatively lower performance of IBM.

Read the article, “How to design an enduring logo: Lessons from IBM and Paul Rand,” to see the progression of the company’s logo over its history.