The artist that I chose is Paul Rand who is the one of famous American graphic designers. The idea of his works came from the concept that consumers reinterpret themselves the message of the advertising with their thinking and knowledge, not giving obvious massage to consumers. Visually, The style of his works was based on modernism that has simplicity and humor and also practicality. The characteristics of his works are using of primary color such as red, yellow and blue and geometric shape. He also worked with a lot of huge company such as NEXT or IBM. He was the designer who can combine art with the corporate identity. A classic example is the logo of IBM, which became the most famous logo over the twenty century. His works that he left
