Paul Rand was one of the first and most famous modernist graphic designers in the USA. Over a period of 60 years, he has influenced the industry with his unusual and artificial advertising and campaigns. Paul Rand began working in the thirties, when he created a “graphic vocabulary”, based on a pure and simple form. In 1938, PM, the leading American magazine for graphic design, celebrated him as a designer who remained unimpaired by traditions. With his modernist design, Rand managed to break away from the stereotypical campaigns which had been the norm up to this date. He later worked as a teacher, a theoretician and a philosopher in the design industry.