Graphic Design Theory : Readings From the Field

92 | Graphic Design Theory

Paul rand Clockwise from

top left: Westinghouse advertise-

ment, 1962; IBM packaging, c. 1980;

Cummins Engine annual report cover,

1979. These three layouts reflect
      some of Rand’s best-known corporate
      design programs. American designers
      like Rand and Bauhaus immigrant
      Herbert Bayer used the almost
      scientific objectivity of Swiss design
      systems to position graphic design
      as a professional practice of value
      to corporate America. Such work
      pulled graphic design away from the
      more intuitive “big idea” approach
      of New York advertising of the 1950s
      and 1960s.

Modernism in america