The corporate logos of IBM, Enron, and UPS can all be traced back to one person: Paul Rand. What do IBM, Morningstar, Enron, UPS, and all of these companies have in common? It should be a hint that most of these are *former* corporate logos, because the thing that ties all of these companies together is that their logo was designed by the same person: Paul Rand. I used to work at Morningstar, and one of my favorite things was seeing the logo. I interpret the “O"" like a rising sun, and I’ve never figured out why the GS jut out slightly below the other letters. But I love it nonetheless. The story goes that Morningstar founder, Joe Mansueto, had a very hard time convincing Paul Rand to design the logo. By the 90s, Paul Rand was already incredibly famous. But Joe insisted and went in person knocking on Paul Rand’s door. Paul Rand accepted, and charged something like $25k for it, a very hefty sum, especially for a young Morningstar — but I think it was well worth it. Paul Rand passed away in 1996, but his legacy lives on in the countless famous, creative, endearing, and timeless logos that came out of his imagination. #PaulRand #logodesign #branding #designlegacy #creativeindustry #brandidentity #businesshistory #investing #finance #trivia #financetrivia #graphicdesign #logoinspiration $IBM $MORN $UPS $ENE #IBM #Morningstar #Enron #UPS