Simplicity is not the goal. It is the by-product of a good idea and modest expectations.
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About Paul Rand
Paul Rand was a 20th-century American graphic designer. Paul Rand was an American art director and graphic designer. He is known for his corporate logo designs, including logos for IBM, UPS, Enron, Morningstar, Inc., Westinghouse, ABC, and NeXT. Read more on Wikipedia →