In 1986, Steve Jobs paid Paul Rand $100,000 to design a single logo, and took the one option Rand offered, without changes. By then, Rand had already given America some of the most familiar marks in the world: IBM, ABC, UPS, Westinghouse. A self-taught kid from Brooklyn had taught corporate America to think in logos.

This is the story of the designer who turned the radical ideas of the European avant-garde into the everyday visual language of American business. His conviction that there was one right answer, the marks that outlived the companies who commissioned them, and the war he waged against the future of his own field at the end of his life.

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