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Paul Rand

Paul Rand was an American art director and graphic designer, best known for his corporate logo designs, including the logos for IBM, UPS, Enron, Morningstar, Inc., Westinghouse, ABC, and NeXT. He was one of the first American commercial artists to embrace and practice the Swiss Style of graphic design. After Steve Jobs was ousted from Apple, he moved on to NeXT, a computer company that developed and manufactured a series of computer workstations intended for the higher education and business markets. At the suggestion of one of his employees, Jobs got in touch with Rand about designing the company's logo. The 8-bar. Created by legendary designer Paul Rand, the basic design of the IBM logo has remained unchanged since 1972.