I think that Paul Rand’s work appeals to me for many reasons, but the foremost reason is the fact that his designs are so deliberate. Its amazing that the words effortless and deliberate can be used to describe the same work of art.

Strangely enough, not all of Rand’s work was so minimal in its appearance. I think that is what strikes me about this card. I look at it and ask myself what his intent was, and I can just hear him saying “the contact info is all you need” or something to that effect. The man really was brilliant, and most of his work has stood the test of time.

I’d also note that a designer has to have great faith in his/her ability in order to exercise this amount of restraint, especially when dealing with their own brand.