American artist/designer Paul Rand. Since we (and by that I mean the people of my generation) have all grown up with these brands, such as "IBM", "abc" and "UPS" we instantly know what they mean and stand for, even if we don;t use them. And even though they were designed over 30 years ago they haven't really dated, a testiment to the quality of the design. I'm becoming more and more interested in "quality design" something which there isn't enough of in our over-saturated culture.
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