In 1966, Paul Rand, made a proposal to Ford Motor Company for a new house mark. No one knows why, but the company did not accept his recommendations. But lucky for anyone who wants to learn about the importance and role of a clear visual identity system, his entire proposal which is a masterclass in how to make a presentation is available online. This article is a good summary.
"In the design of a house mark, it is difficult to overemphasize the importance of simplicity. Simple things are obviously easier to remember, often easier to fabricate, and always easier to apply. Simplicity gets to the heart of a problem. It generates awareness by its brevity, inspires confidence by its understatement, believability by its frankness, and memorability by its uniqueness. It is the embodiment of form and content." - Paul Rand
Article: Paul Rand’s Ford Presentation
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