here's a bit about paul rand - born peretz rosenbaum.

one of my favorite stories (as told by my professor when i was attending UW's Visual Communication course).

UPS asked him to design a logo for them - he quoted them some ridiculous price. they agreed. after working on it for one weekend he presented them with their logo and said - there it is.

when UPS asked if they could see variations, see additional studies etc... he said no - that's your logo. when UPS asked - how do you know this is it? paul rand responded - i showed it to my grand daughter and asked what it looked like - she said it looked like a present.

UPS took the logo and have continued to be their logo until just recently when they 'updated' it.

side note - after many years paul rand revisited the UPS logo - he felt the bow on the box didn't look right so out of the kindness of his heart he tweeked the UPS logo and told them they should update all their collateral with it. this of course meant updating the plans, trucks, uniforms, labels, etc... etc... etc... - UPS declined - go figure.

other logos he did :
IBM, ABC, ENRON, WESTINGHOUSE, NEXT, CUMMINS ENGINE, YALE UNIVERSITY PRESS - to name a few. (yes... he did enron's logo)