Paul Rand was a well-known American graphic designer that is famously known for his ingenious corporate logo designs. He designed posters and corporate identities, including logos for famous corporations such as IBM, UPS and ABC. He was inducted into the New York Art Directors Club Hall of Fame in 1972.

Saul Bass was a graphic designer and filmmaker, that is best known for his brilliantly designed film posters and title sequences. During his 40 year career, he worked for some of the greatest filmmakers ever such as Alfred Hitchcock, Stanley Kubrick or Martin Scorsese.

Their works are one of the most appreciated in the United States since whatever they designed, resonated more than well with the public, and brought them fame among the corporations in the United States, therefore landing them more jobs and their fame increasing as their works became better and better.

Because of the way they perceived things and the way they thought about how to transmit to the general public the idea they were told to transmit, they managed to raise the fame of companies such as IBM or the NeXT logo(Paul Rand), or movies such as Psycho, or Goodfellas, or North by Northwest (Saul Bass).

Because of the way they reached the public, the value of the companies and the movies raised, making monetary gain easy, and therefore also raising the financial standing of the United States, because of the revenue made by the mentioned companies and movies. Therefore their value to the economy was a big one.

In the modern days, most marketing is based on a good presentation. That may include billboard ads, TV ads, internet ads, logos, sequences and also reaching all demographics.

The companies spend lots and lots of money on their design choices just so they can always be a step ahead of the others, therefore we could say that this type of market is very aggressive and always changing looking for better and better. If you are a good designer it pays off to be in this kind of market but to be a good designer you also need to have the vision necessary to surpass all the others.

Most of the companies, from my point of view, that invest in good logo and introducing sequences, are the games companies. As the first look always dictates the feel of the game, it is essential to capture its essence just by its title sequence and intro, therefore a good designer in this regard is also essential.

Paul Rand and Saul Bass had the ingenuity, work ethic and the way to transmit the purpose of the company or movie in the way they approached their work, making the specific companies the most well-known in their line of work; the same applies to the movies. We could say that their impact could still be as big as it was in a competitive market, as today’s market is. Therefore they could still do the same thing they did in the past, if not better if we take into consideration the advances of technology.