Even the greats falter sometimes

Paul Rand (1914-1996) remains a titan in the field of graphic design with his enduring influence still continuing to captivate designers today. This towering figure in design history was an American pioneer, and is celebrated for his contributions to corporate logo design and visual identity. His hallmark traits of simplicity, clarity, and elegance resonate in the iconic logos he crafted for brands like IBM, ABC, and UPS.

In 1966, Rand was enlisted by Henry Ford II to modernise the Ford logo and its calligraphic script. Recently, Rand’s rebrand proposal from that era has resurfaced, sparking debates about its potential iconic status. Some argue, “It could have been iconic,” suggesting that revisiting Rand’s unused design could have been a boon for Ford if they were to rebrand.

However, I find myself in stark disagreement with that sentiment. Perhaps I’m somewhat biassed, having been a devoted Ford driver for years and harbouring a deep appreciation for vintage brands and advertising. Yet, I’m of the view that not everything requires transformation or modernisation. Some things are sacrosanct, perfect in their current state – much like the Ford logo.

The Ford emblem embodies more than mere typography, curves, and colours. It epitomises history, reliability, and strength. When I see that iconic badge, I think of the Model T, the earliest effort to make a car that most people could afford, and I envision the countless individuals who dedicated themselves to crafting all those legendary Fords since. Sometimes, a brand transcends design elements to become emblematic of an ethos.

Rand’s proposal, though undoubtedly innovative for its time, falls short in my eyes. It lacked the timelessness necessary to adorn Ford’s vehicles gracefully by dismissing too easily the inherent history embodied in the brand. While design, by its nature, is subjective, I’m with Henry Ford II on this one: Rand’s 1966 Ford rebrand proposal receives a hard pass from me.

So, the next time you find yourself dissatisfied with your design output, take comfort in the fact that even the greats falter sometimes.