Paul Rand

Peretz Rosenbaum (born August 15, 1914, in Brooklyn, NY) would later change his name to Paul Rand and become one of the most famous and influential graphic designers in history. He is best known for his logo design and corporate branding, creating timeless icons such as the IBM and ABC television logos. He was one of the first American commercial artists to embrace and practice the Swiss Style of graphic design.

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Early Life

On August 15, 1914, in Brooklyn, New York, Rand was born as Peretz Rosenbaum and was raised in a strict Orthodox Jewish home. Orthodox Jewish law forbids the creation of images that can be worshiped as idols, but already at a young age, Rand copied pictures of the models shown on advertising displays in his father’s grocery store, and violated the rules. His father frequently warned him that art was no way to make a living, so he decided to enroll him at Manhattan’s Harren High School. While Paul was studying there, his father agreed to let his son attend night classes at the Pratt Institute. Paul attended several art schools, such as The New School for Design, the Art Students League, and Yale University in Connecticut. Even with his rich academic career in arts, Rand developed his graphic sense through self-education.

Career

Rand began his career as a part-time stock image creator for a syndicate. Soon his class assignments and part-time job rendered him to assemble a distinguished portfolio. His work was highly influenced by Sachplakat, the German advertising style and Gustav Jensen’s works. During this time he also decided to camouflage his Jewish origin by shortening and modernizing his name Peretz Rosenbaum as Paul Rand.

Rand went and made a name for himself as an editorial designer, doing work for magazines such as Esquire and Direction. He even worked for free in some cases in turn for creative freedom, and as a result, his style became known in the design community.

Rand’s popularity really grew as an art director for the William H. Weintraub          agency in New York, where he worked from 1941 through 1954. There, he partnered  with copywriter Bill Bernbach and together they created a model for the writer-  designer relationship.

During the 1950s and ’60s, as American corporations were turning to graphic designers to create contemporary trademarks and consistent graphic standards, Rand became a prominent advocate of such visual-identity systems.

Rand’s career spanned seven decades, and in that time his graphic designs, teaching, and ideas broadly influenced several generations of American designers.

Rand’s Signature Style

Rand was part of a movement in the 1940’s and 50’s, in which American designers were coming up with original styles. He was a major figure in this change that had a focus on freeform layouts that were much less structured than prominent European design.

Rand used collage, photography, artwork and unique use of type to engage his audience. When viewing a Rand ad, a viewer is challenged to think, interact, and interpret it. Using clever, fun, unconventional, and risky approaches to the use of shapes, space, and contrast, Rand created a unique user experience.

It was perhaps put most simply and accurately when Rand was featured in one of Apple’s classic ads that stated, “Think Different,” and that’s exactly what he did. Today,  he is known as one of the founding members of the ‘Swiss Style’ of graphic design.

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Rand’s Work

Though best known for the corporate logos he designed in the ’50s and ’60s, it was his earlier work in magazine design and layout that first earned him international acclaim. The reputation Rand so quickly established for himself continued to grow over the years. He produced many extraordinary designs in the ’80s and ’90s. Here are a few of the most well known designs:

In the late 1930s he created covers for a series of design magazines, including Apparel Arts, Direction and AD.

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In the mid-1950s, Rand revolutionized book-cover design using abstraction, dramatic color combinations and his own distinct, thread-thin script.

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He designed many logos, among them the ones for Westinghouse, ABC and United Parcel Services in the 1960s, IMB in 1972, Cummins Engine in 1979 and for Steve Jobs’ Next      in 1986.

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Paul Rand died of cancer in 1996 at the age of 82. At this time, he was living and working in Norwalk, Connecticut. Much of his later years were spent writing his memoirs. Paul Rand will remain one of the most famous graphic designers in the world and his work and advice for approaching graphic design will live on to inspire designers.

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Isotype

Isotype, short for International System Of TYpographic Picture Education, showed social, historical, biological, educational, societal, and technological connections in a “picture language,” as Otto Neurath, its creator, referred to it as. Originally called the Vienna method of pictorial statistics, he founded Isotype at the Gesellschaft und Wirtschaftsmuseum in Wien, Austria, in 1925. The team grew to a total of 25 people; it was comprised of the Data Collectors (historians, staticians, and economists), the Transformers (visual editors and conduits between the data collectors and graphic artists, the Graphic Artists (illustrators who drew the symbols and artwork), and the Technical Assistants (assisted in paste-up, coloring, and photography). Their maps, charts, and other visualizations helped people interpret complex ideas about Austrian life. Isotype’s lasting influence can be seen in infographics, computers, signs, and more.

Stylistic Attributes

The main unit in breaking down statistics with Isotype is the pictogram. An object would be simplified from its details to illustrate what its connoting. They functioned as repeatable units and indicated certain values. Gerd Arntz, who got hired at the Gesellschaft und Wirtschaftsmuseum in 1928, produced them from lino-cuts. Color palletes were limited, and they depicted certain details within the statistics. Great care was taken to ensure that the pictograms were distinguishable from one another and could be placed side by side in rows. Small variations can be made to them to give the pictograms a certain context, like a man wearing a cap of a certain industry. Perspective was not used in favor of single dimension. Their simplicity hides the labor it took in creating these pictograms.

How It Worked

Isotype’s most important feature was its ease of communication without the need of language. Economic and social events were visualized to be understood by people of all ages and backgrounds. Otto Neurath has described Isoype as a “language-like technique” characterized in the use of graphic elements. He believed that picture language was effective across a wide range of ages and that a good pictorial chart could speak as clearly to a young child as an adult. More or less was not represented by bigger or smaller symbols, but by less or more of those of the same size. Even if the content changed, viewers faced pictograms and charts drawn with the same design approach which enabled them to better understand the visual language. The themes of housing, social administration, and education were inextricably linked and many Isotype charts were designed to show such relationships.

Lasting Impact

The central themes which concerned the Isotype movement— housing, health, social administration, and education— were also taken up in later periods and in other countries. Health education, for instance, was taken up on an international front in the 1930s with the major publicity campaign to combat tuberculosis, which was promoted by the National Tuberculosis Association of America. Isotype’s pictograms reached a larger audience in the 1964 Tokyo Olympics as well, and the use of pictograms in international events increased. Today we see them on phones, in airports, maps, signs, and more. The Isotype movement has also had an impact on infographics, public space, and wayfinding. Its strongest influence is seen most clearly in the field of graphic statistics.

A-Frames and Sandwich Boards


Do you want to inform your customers about the latest and greatest news that is going on with your business? A-frames and Sandwich Boards can come with changeable letter sets that allow you to change the written message as many times as desired. If one week you want to promote a sale and the next week a special coupon, A-frames and Sandwich Boards make it simple.

Benefits
A one-time purchase of an A-frame or Sandwich Board is an excellent solution to advertising different messages every day. Affordable A-frames and Sandwich Boards are geared towards helping your business get noticed! These signs fit any business type, whether it’s a restaurant that is advertising happy hour, or a retail store promoting a sale. You can reach multiple target markets with unique messages using a one low-cost investment.

  • Versatile and portable
  • Lightweight
  • Double-sided
  • Creates impulse sales
  • Attracts more foot traffic and vehicle traffic
  • Changeable letter sets

These signs are designed to be able to handle all weather types so they are perfect for the great outdoors. Businesses can put these signs outside and be confident that they will not be destroyed. They are a very smart investment when it comes to advertising, guaranteed to be durable and capture attention.

Maximum Marketing, Minimum Dollars
Advertising messages go anywhere and everywhere people do. The industry calls this alternative out-of-home or placed-based media, and it’s a bonanza for small businesses because there is something for everyone. While there are virtually limitless places to put your ads, here are just a few ideas to get you thinking:

  • Shopping cart returns
  • Dry-cleaning bags and hangers
  • Commercial restrooms
  • Vending cart umbrellas
  • Campus laundry rooms
  • Health clubs, spas and salons
  • Public tennis courts and swimming pools
  • Stadium and arena food carriers

Did You Know?
Businesses need to understand that impulse shoppers are out there and therefore, they should be merchandising their displays to target this audience. Keep in mind; if the impulse shopper is happy with their purchase they will be back and maybe even become a loyal customer. With A-frame signs and Sandwich Boards, you can be furthering your business and creating a prosperous future for yourself, as well as, attracting consumers who may not have intended to visit your store. If you put the time into using the right displays to get people excited about your offerings, increased sales are sure to follow.

Don’t Forget!
For your next project, let professionals help with concept development, execution, and installation!

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Reflective Advertising


During the night road signs, police car, fire trucks and ambulances are highly visible because their graphics are reflective. You can have the same extremely noticeable graphics on your business vehicles. The nighttime reflective graphics stand out at night and sparkle during the day.

Reflective Vinyl
Reflective vinyl is similar to standard vinyl because it can be cut to shape & applied to any non-porous surface but it has a metallic, reflective base that causes it to reflect back light when light is shone at it. Here are some advantages of using reflective vinyl for your vehicle signage:

  • Highly visible after dark
  • Captures attention
  • Long lasting premium vinyl
  • Able to cut vinyl to shape
  • Applies to almost any surface

Depending on your type of business, vehicle fleet travel, it’s locations and hours of operation, reflective vinyl may be an excellent advertising decision and investment.

Did You Know?
Not only does reflective vinyl graphics  decorate vehicles and promote businesses but, they also help prevent accidents. Reflective graphics will reduce the chances of collisions during the night by increasing visibility.

Don’t Forget!
For your next project, let sign professionals help you with concept development, execution, and installation!

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More is More

 


If two competitors are selling the same priced product how does the customer choose between the competitors? Whichever company is offering something extra will most likely receive the sale. People love incentives and perks, so ensure the sale by offering your customers monthly, weekly or even daily specials. 

Customer Incentives


Free Shipping
If your company offers online shopping, go one step further and offer free shipping. Everyone loves the convenience of online shopping but hates paying the costs of shipping. Free shipping can actually  generate more sales than you would lose in shipping costs. Consider offering free shipping on a minimum order amount, such as all orders greater than $50.

Discounts/Specials
Discounts can help establish long-term customers the easy way. Provide customers with valuable incentives that they’ll appreciate. They will most likely repeat their business. Offer different specials each month and season. This will give customers more of a variety and new reasons to come back.

Gifts/Free Samples
Offer promotions for new products. Customers do not like to invest in a product that they do not know. If they are given the opportunity to try a sample of the product for free they are more likely going to buy it. Another option is to include a free gift to go with their purchase of a minimum amount.

Easy Billing
Another simple offer is financing or a delay on a payment for a period of time. Establish easy billing where customers can split their payments in installments for those more expensive purchases. This is a great way to attract people. Be sure that you have proper financing restrictions and policies in place before offering these options to your customers.

Giveaways/Sweepstakes
Everyone loves to win prizes. Giveaways and sweepstakes will drive people to your store with little or no cost to you. Find a prize that interests your target audience and hold a contest. 


Sales
People are more likely to buy a product if they see a certain four letters, S, A, L, E. The most basic way to advertise is to hold a sale. Having a sale is a good way to get customers to flock.

Don’t Forget!
For your next project, let sign professionals help you with concept development, execution, and installation! 

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Awnings


Looking for a new way to invite customers into your store? Want that new way to consistently save you money? Commercial awnings are the perfect solution. They add a decorative touch to any business by displaying text and/or images. By offering shade, awnings will cut down your cost on the expensive air conditioning bill.

Commercial Awnings
Awnings add the perfect amount of visual flair that will make any storefront stand out. With many options, businesses can easily find suitable styles and designs to compliment any company. There are many different materials to choose from when creating an awning: stripes, solids, tweeds, and weaves. Awnings range from canvas to backlit to retractable. All materials used are high quality and durable that will retain vibrant color years after being in the great outdoors.

Benefits of Awnings:

  • Used as advertising
  • Help brand a business
  • Add a finishing touch to the building
  • Bring valued shade, substantially lowering air conditioning bills
  • Call attention to a site or business
  • Create a very distinctive look

Considerations
Keep in mind that many cities require awnings to be compliant with local building codes such as fire resistance, and even visual aesthetics.

Did You Know?
Commercial awnings:

1. Set Your Business Apart
It is understandable that you want your business to get noticed. If your business is located in a high traffic area, awnings make your business stand out from competitors. For commercial properties that are off the beaten track, awnings make the company easy to find.

2. Provide Extra Space
Your establishment could use extended operating space. Popular for restaurant and bar industries, where outdoor seating is desirable. Other business can use the new extra space for a break room or meeting area. Awnings allow your business to use outdoor space any time during the day or night. Think about those scorching days or if the forecast calls for precipitation. No problem. Awnings allow outdoor space to be utilized during all weather.

3. Are Simple
Not only are awnings simple in design but also they are simple to install. They do not require the services of a general contractor or architect, and won’t need to be brought “up to code.” Compared to any type of “brick and mortar” construction they are much less expensive, so installation is almost painless.

4. Save You Money
Awnings can help your business save energy! About 50% of the solar heat enters a room by coming through the glass, which accounts for about one fifth of the load on an air conditioner. By adding awnings above your windows, cut 94% of the glare and UV rays, lower room temperatures by up to 15 degrees, and save anywhere from 25 to 34% on energy bills.

With low up-front cost, virtually no maintenance, and compliance with environmental and safety codes, awnings have potential to positively impact a business’s bottom line. For those opposite months with cold weather, consider a retractable awning.

Don’t Forget!
For your next awning/sign project, let sign professionals help with concept development, execution, and installation!

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One Way Advertising


If you have visited our shop lately, you may have seen our storefront window and door graphics, if you haven’t visited then what a great excuse to stop on by! The custom graphics showcased on our storefront are colorful, eye-catching, see-through graphics that result in maximum visual impact that is not the ordinary opaque signage.

One Way Vision Films
The latest window graphic solutions by One Way Vision films allow stunning graphics on one side of a glass surface and a clear, unobstructed view from the other. These films are ideal for producing decals, vehicle window graphics, P.O.P. (Point of Purchase), commercial window signage, retail signage, and building wraps. Expanding your company’s image to the outside of windows and doors improve brand marketing, corporate identity and much more.

Benefits:

  • Creates new, innovative media space
  • Uses cutting-edge graphic technology
  • Allows premium ad placement
  • Permits unobstructed view
  • Increases security

Features:

  • Reduces heat and glare from the sun
  • Easy to install and remove
  • Available for exterior or interior applications

Product Overview
How does One Way Vision film work? This special film is made of polyvinyl chloride (PVC) with up to 50% of the film micro-perforated to achieve the desired image resolution and one-way visibility. The black (non-imaged) side of the film, through which people see, maximizes its transparency. Lighting is the final ingredient: for optimum effect, lighting on the graphics side must be brighter than the non-imaged side. One Way Vision film can be used for either exterior or interior mounting. Depending on the usage, these films are available with variations of size and amount of perforation.

Did You Know?
When using One Way Vision films, avoid using dark colors (dark purple, navy, brown, black) for backgrounds or other large areas. Bright colors (e.g., red, yellow, orange, bright green, and blue) provide the best results because the eye tends to focus on the graphics, whereas dark colors allow the eye to see through the graphics. The perforating process reduces the reflectivity of an image. We suggest increasing the image contrast by 10%-20% to compensate for this effect.

Don’t Forget!
For your next project, let sign professionals help with concept development, execution, and installation!

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Graphic Communications, Inc. Shelby Township, MI

Graphic Communications, Inc.
Shelby Township, MI