How Paul Rand presented logos to clients

Mason began, “The trade mark, which in the spacious days before the invention of the corporate image could afford to live in a measure of ornamental luxury, has today become a sharply functional thing, a bright weapon for the attack on the overworked and often sluggish attention of the public. Not only must it serve as the focal point of corporate design programmes: it is often the only medium through which large sectors of the public identify a company and its products at all. “The design of a trade mark thus becomes an undertaking of the most exacting acuity. Such a mark ‘should be distinctive, memorable, and reflect in some way, however abstractly, the nature of the product or service it represents. Furthermore, it should be practical and easily adapted to a variety of applications. It should be reproducible in one or two colours, in positive and reverse form, and in (...)