Paul Rand (1914-1996) was an American graphic designer, best known for his corporate logo designs, including the logos for IBM, UPS, Enron, Westinghouse, ABC, and Steve Jobs’ NeXT. He was one of the originators of the Swiss Style of graphic design.
“Don’t try to be original. Just try to be good.”
Rand was actually quoting the late architect, Ludwig Mies van der Rohe.
For a more in depth discussion, here’s a three-part interview on LogoDesignLove.