Paul Rand ( August 15, 1914- November 26, 1996) was a well known graphic designer, he is known for his corporate logos such as the IBM, UPS and ABC. He attended Pratt Institute and Parsons School of Design. He designed many posters and cooperate identities as already mentioned. His early work in page design was the beginning of his reputation. Some of the transitions that I could identify are:
my reactions to Paul Rand statements about design are: in the beginning he describes the way that design means differently for each person, I agree with that and the importance in the visual world to be aware that we all have different view points. He talks about the importance of form and content, both of them create something interesting. I think that there area a combination of elements and formal properties in order to make a piece of art work work, but if you have too much content then it take away from the form and if you have too much and not so much content the interest s gone. I think in design is the balance of both.