American designer Paul Rand (1914–1996) defined design as a unified activity, based on analysis and governed by imagination. Throughout his lengthy career – in which he created some of world’s most successful and recognizable logos such as those for IBM, UPS, and ABC – his design work was governed by fundamental principles such as beauty, intelligence, repetition, symbol, and humor. He set new standards for graphic design.
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The formal, angular style incorporating Celtic symbols deployed by architect, designer and watercolourist Charles Rennie Mackintosh (1868-1928) defined the Glasgow school, along with the Macdonald sisters and Herbert McNair. Together, they were known as The Four.