In the story of graphic design, there are millions of people who now call themselves graphic designers but there are some that have left a remarkable mark in the industry. One of them is Paul Rand (1914-1996) many say that he is considered the father of graphic design. Paul Rand was an American art director and graphic designer that was well known for his corporate logo designs for major firms like Morningstar, Inc., NeXT Computer, Yale University, and Enron. He also was one of the first American commercial artists to embrace and practice the Swiss Style of graphic design. since the late 1930s, Rand adopted both European modernism and American spirit and functionalism in his graphic style and was highly rated for it. In 1947, Rand published his book titled Thoughts on Design which contained theories and beliefs that shaped the entire future of graphic design he introduces many ideas to the world of design, one of them being the ideology that graphic design should be a “functional-aesthetic perfection”. The balance between beauty and practicality was the major factor to make something look good while getting the message across in an effective manner to the public.