The Icon of Icons

Paul Rand, an acclaimed graphic designer near the 1950s, once stated in an interview at MIT, 

"Design is so simple, that's why it's so complicated." 

We see this so often. Think of the computer mouse. Very simple, right? Well, I'm sure some of you didn't know that the first production mouse, created by IBM in the 1980s, was expensive and unreliable. It wasn't until IDEO, a creative solutions agency, reinvented it while working with Apple for the release of the first Macintosh. It's easy to overlook the mouse as a great feat of design and engineering, but that's because countless hours and expertise were spent simplifying it into the version we use today.

This idea of simplicity should guide creatives when designing anything: logos, websites, packaging, publications, etc. We try to make our designs so simple  that it makes others think, "That's so simple, how is it so memorable?" But that's exactly the point. Design should be simple. Simple doesn't always mean forgetful. Sometimes it allows the creator to do more with it. 

Think about a logo for a second. A good logo can be used in a variety of ways while still being easily identifiable. For instance, the Stimulus logo could be in nearly any color combination while keeping the integrity of our brand identity. Another example is the Nike logo. The athletic superstar brand can throw any color, pattern, texture or even text over the Nike swoosh and not many people would have difficulty tracing it back to its roots. 

Our goal is to do the same for each of our clients. We strive to provide original and memorable designs as well as a strong brand identity to help amplify your business.

About Paul Rand

"The Icon of Icons" is just one of the many titles for Paul Rand. 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. Rand devoted his final years to design work and the writing of his memoirs. In 1996, he died of cancer at age 82 in Norwalk, Connecticut.

Simplicity is key when it comes to design.
Let us help you create a brand that stands out and is versatile!

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