Modernism was a broad art movement that spanned the period from the late 19th century to the mid-20th century. It marked a departure from traditional styles and conventions, and was characterised by a focus on innovation, experimentation, and the use of new materials and technologies. Modernism focussed on geometric shapes, primary colours, sans serif fonts and the idea that form follows function.
Development of various new styles and movements within Modernism occured, such as Fauvism, Expressionism, Cubism, Surrealism, and Abstract Expressionism.
Modernist artists were concerned with social and political issues, and many used their art as a means of commenting on and critiquing the world around them. While Modernism began after WWI, it gained popularity following WWII, as the European designers who pioneered the movement were spread across the world due to them being forced out of Europe by the Nazi party.
Paul Rand was an American graphic designer and art director, known for his iconic and influential corporate logo designs, including the logos for IBM, UPS, and Enron, as well as his contributions to the field of graphic design as a whole.
Rand was a pioneer of the modernist movement in graphic design, and was known for his use of simple shapes, strong colors, and bold typography in his work. He believed in the power of design to communicate ideas and emotions, and he sought to create designs that were both aesthetically pleasing and effective at conveying their intended messages.
Described by Steve Jobs as “the greatest living graphic designer”. When Steve Jobs approached Rand for the Next computer logo, Jobs asked Rand to come up with a few options, to which he responded, “No, I will solve your problem for you and you will pay me. You don't have to use the solution. If you want options go talk to other people.”.