Cultural Writing. Paul Rand is, according to Jessica Helfand, "arguably the most celebrated American graphic designer of this century." He belonged to a group of a select number of graphic designers that introduced "a visual language that would revolutionize the role of design as both a service and an art." Artists in this group included Lester Beall, Bradbury Thompson, and Alexey Brodovich to name a few. Rand was the designer, among other things, of logos for Westinghouse, UPS, ABC, Next Computer, Yale University, and most famously for IBM. Helfand's book traces the influence and significance of this American original.