![]() ![]() Moving from Chicago to New York in 1935 brought Beall new opportunities. Rural Electrification administration poster, 1937, and International Paper Company logo, designed with Richard Rogers, 1960 The posters were simple and graphic, with flat illustrations, to appeal to an audience with little education. As part of the U.S.’s New Deal, Beall designed a successful campaign of posters to support the Rural Electrification Administration’s efforts to bring power to rural residents. Lester Beall became the first American graphic designer to successfully integrate the European avant-garde into corporate America, and he did it through his designs of posters, magazines, packaging, and identities. Here are a few that contributed to the rise of corporate identity design: Lester Beall Each of these figures offers inspiration and lessons for all designers. I wrote Graphic Icons: Visionaries Who Shaped Modern Graphic Design to highlight pioneers of graphic design, from El Lissitzky to Paula Scher. Whether you’re a student or a practicing designer, it’s helpful to occasionally look back at the work of iconic designers like Rand. ![]() Paul Rand said, “Visual communications of any kind… should be seen as the embodiment of form and function: the integration of the beautiful and the useful.” It’s not only about how it looks, or how it works, but about how it looks and works together. ![]()
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