The IBM logo, Its Use in Contemporary Identification [Paul Rand]

The IBM logo, Its Use in Contemporary Identification by Paul Rand, c. 1985. International Business Machines Corporation, Armonk, New York, USA. 8.75 x 11, pp. 32. Printed in USA.

Thoughtfully designed and authored by Rand with explanatory text and sections devoted to: The IBM look and the IBM logo, Logotypes/Trademarks, 8 line versus 13 line logo, Excessive use of the logo, Mixing logo and typeset IBM, Typeset IBM instead of logo, No reference to IBM, Size of logo, Rearrangement of type elements, The animated logo and A word about Quality.

In a 1972 lecture, which became the basis of this book, Rand explained the idea of a coordinated design strategy. ”... there's more to the look of a company than meets the eye. Design (architectural, industrial or graphic) is but one of many components which contribute to that look. The look, in fact, is a synthesis of many responses—perceptual, emotional, and mental—difficult to describe. It is often the how rather than the what; how something is said, how it is produced, how it is presented.” (S. Heller, Graphis, 1986)

Heavily illustrated, this practical identity booklet presents like a master class from one of America’s pre-eminent, modern graphic designers and a testament to Rand’s advocacy for a playful corporate identity. A fine, perfect-bound booklet with only a hint of wear.