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PAUL RAND AND WESTINGHOUSE
WESTINGHOUSE
CORPORATE IDENTITY PROGRAM
Pittsburgh, Pennsylvania, USA
Paul Rand (1914–1996), Designer
Brooklyn, New York, USA
1960
One primary example of early modernist think-
ing in graphic design and the built environment
is evident in the corporate identity program
developed for Westinghouse by Paul Rand
(1914–1996) with Eliot Noyes (1910–1977),
renowned architect and industrial designer, in
the early 1960s. Donald C. Burnham (1915–
2004), president of Westinghouse, introduced
the program’s new graphic style guide by
stating that both Noyes and Rand “. . . had a real
influence on our logotype, our advertising, our ...