Westinghouse Annual Report Front Cover Proof 1970 [Design by Paul Rand]

Westinghouse Electric Corporation, 1970 Annual Report Front Cover Proof, New York and Pittsburgh, USA. 8.375 x 10.875, single-sided design by Paul Rand. Signed in plate “Paul Rand” in the lower-right corner. From the collection of Paul Rand.

In 1959 Rand became the graphic design consultant for Westinghouse and helped develop it's corporate design program including: their logotype and iconic “Circle W” trademark, corporate typeface, packaging, advertising, signage, posters, annual reports and more. Rand's contributions to the Westinghouse visual impression was perhaps, as important (but not as popular) as the work he did for IBM.

From the report: “Paul Rand’s design on the cover of this report suggests the market we see for Westinghouse products in 1971—serving people the world over.”

This Westinghouse front cover is a friendly and memorable concept for "meeting the needs of people" as growing business opportunities. Rand collaged rotated and moving shapes of various sizes and bright colors inside uncomplicated forms to symbolize the companies expanded consumers, multinational operations and export sales to foreign markets. This is perhaps the only Westinghouse annual that does not include the actual logotype (instead it uses Bodoni) or trademark on front cover, although the simple geometries point to the “Circle W”.

A nearly fine semi-coated paper cover with a small printing hickey to the front and light wear along the back margins. Would look lovely framed! This cover sold as part of a larger lot at Wright Auction's Paul Rand: The Art of Design Sale in 2018.