More than any other designer, ____________ initiated the American approach to modern design. He had an ability to manipulate visual form (i.e., shape, color, space, line, and value), and to skillfully analyze communications content, reducing it to a symbolic essence without making it sterile or dull. Visual contrasts marked his work: he played red against green, organic shape against geometric shape, photographic tone against flat color, cut or torn edges against sharp forms, and the textural pattern of type against white margins. The cover design for Direction magazine shows the important role of visual and symbolic contrast in his designs. His 1946 book Thoughts on Design inspired a generation of designers. His collaborations with copywriter Bill Bernbach became a prototype for the now ubiquitous art/copy team at advertising agencies. The emphasis of his later work was on trademark and corporate design for such clients as IBM.

This description best fits that of Paul Rand. Paul Rand was an art director and graphic designer, well-known for his work in communications content. He is responsible for the logos of IBM, UPS, Enron, Morningstar, Inc., Westinghouse, ABC, and NeXT. He was also known for his use of visual contrasts. Rand was professor emeritus of graphic design at Yale University, and was indicted into the New York Art Directors Club Hall of Fame.