Here we are again with a new awesome episode. This week's snack comes with some cool stories. The ABC logo, NeXT's visual identy and the hustle of creating it and how designers beg for micromanagement are 3 topics that we'll cover. So here we go, the story of the man who started as a stock images creator and his path to becoming the most famous graphic designer. Enjoy. Transcript:\u00a0 Some say that Paul Rand is the most famous graphic designer in the history. Others say he is the best. I will definitely agree that he is the most famous one and i will let you decide if he is the best one or not. But before you do that, let me tell you a little about who he was and made him famous.\u00a0 I won\u2019t bore you with a lot of history, I will briefly tell you about his career evolution. Afterwards, we\u2019ll focus on the cool things like his awesome style, his work and his most iconic designs. Born on August 15, 1914 in Brooklyn, New York, \u00a0Paul Rand started school at the Pratt Institute in 1929. Then he followed his love for art and applied for the Art Students League where he got accepted. He began his career humbly, creating stock images for a syndicate that supplied graphics to various newspapers and magazines. After years of practice and study, he mastered the art of graphic design which he taught at Yale University in Connecticut. In 1972, he was included in the New York Art Directors Club Hall of Fame. Needless to say; he was the real deal. But here\u2019s something not a lot of people know about Paul Rand. While he worked as a stock images creator, he decided to shorten his name and went from \u201cPeretz Rosenbaum\u201d to the famous and memorable Paul Rand. Although he didn\u2019t know it at the time, this was the first brand he created. (You can say that he put the \u201crand\u201d in brand) As far as his work is concerned, he became famous by designing some of the most iconic logos. Companies like ABC, NeXT Computers, UPS, Yale University Press and many others chose Rand to design their visual identities. Each and every project has a great story behind it. Let\u2019s take for example the \u201cAmerican Broadcasting Company\u201d aka \u201cABC\u201d. The iconic logo consisted of a simple black circle and the lowercase letters \u201cABC\u201d. The logo stands out due to its simplicity and the extremely meticulous use of negative space. This simple yet complicated design represented \u201cabc\u201d for a long time until they decided to make it three dimensional. Simplicity is one of the hallmarks of Paul Rand\u2019s work. Of it, he said, I quote: \u201cSimplicity is not the goal. It is the by-product of a good idea and modest expectations.\u201d Besides \u201cabc\u201d there is another iconic logo that Paul Rand created and endured despite technological and cultural changes. And that is the IBM logo, which helped build one of the world\u2019s greatest and most popular brands. The logo is a genuine portrayal of the confidence and the superiority IBM has in the Information Technology market. One of the things that made Paul Rand stand out was his approach to design work. There is a certain problem he noticed in the behavior of the designers, something they struggle with even today. According to him, designers beg for micromanagement, showing many design options and requesting multiple rounds of revisions and approvals.\u00a0 They don\u2019t have enough confidence in themselves or in their work for that matter. This is how Rand viewed this problem and I quote: \u201cThe designer who voluntarily presents his client with a batch of layouts does so not out prolificacy, but out of uncertainty or fear. He thus encourages the client to assume the role of referee.\u201d Rand approached his customers differently and that is one of reasons why Steve Jobs chose him to design the visual identity for \u201cNeXT\u201d. \u00a0The company needed a jewel that resembled their name and that won\u2019t take millions of dollars to market. They needed what Apple has.When Jobs asked him if he could give some logo design alternatives, Rand answered firmly: \u201cNo, I will solve your problem for you. And you will pay me\u201d. And he did it. He created a logo that made a instant mental connection with the NeXT\u2019s identity. His achievement made Steve Jobs admit right before Rand\u2019s death in 1996, that Paul is \u201cthe greatest living graphic designer\u201d. Through his work and his unique style centered around problem solving, Paul Rand made a lasting impact on graphic design. He was a visionary, an early adopter and a bold artist. He might not be the best designer in the everyone\u2019s eyes, but he definitely is the one that revolutionised the way we approach design and corporate identities.