In 1964, Paul Rand designed a trademark for Atlas Crankshaft Corporation, an American manufacturer of engine components. Atlas had been acquired by Cummins Engine Company in 1958, and Rand had begun working on Cummins’ corporate identity programme in 1961. His proposal for Atlas was set out in a presentation booklet dated April 1964.
The brief called for the name Atlas to become an integral part of the mark. Its form should be abstract or geometric, communicating precision, speed, power and dependability while remaining unrestricted by any particular product.
Practical requirements were equally specific. The mark needed to work in a single colour, in positive, negative and outline forms, and at scales ranging from service pins and calling cards to large building signs. Printing was only one consideration. The design also had to accommodate embossing, stamping, cut metal, appliqué, paint and embroidery. These demands placed consistent reproduction at the centre of the problem.
Continue reading to learn how Paul Rand addressed these key requirements in the design of the Atlas Crankshaft Corporation logo →
