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If you’re in the business of designing identities, you should already know who Paul Rand is. But even if you’re not, chances are you're familiar with his work.
If you can think of the logos for any of the following companies, you’ll know how good Rand is at what he does.
This is a guy who was asked by Steve Jobs to come up with a few logo options, to which Rand replied:
“No, I will solve your problem for you and you will pay me. You don’t have to use the solution. If you want options go talk to other people.”
While this sounds like something out of Mad Men, in reality Rand would provide a 100 page brochure detailing the brand, including the precise angle used for his logo.
If you’re interested, here’s a good example of a supporting document: Pepsi-Arnell
Rand outlined a seven-step process to assess the effectiveness of a logo. Try it out for yourself! Pick a logo and run through these seven questions assigning each question a value between 1 and 10. For the last question, rate it out of 15.