You can't understand the logos out of context. Rand's IBM logo (and probably many of his others), was designed along with everything from the architecture of t

You can't understand the logos out of context. Rand's IBM logo (and probably many of his others), was designed along with everything from the architecture of the buildings, through the computer cabinets, to the letterhead stationery. It all had a consistent look that was instantly recognizable as IBM. That was the logo's purpose, not to be splashy and memorable by itself. There is a whole book about this: The Interface: IBM and the Transformation of Corporate Design, 1945 -- 1976 by John Harwood. It's online: https://muse.jhu.edu/book/24792 https://muse.jhu.edu/book/24792 On the importance of IBM's design, Paul Rand wrote, "IBM's products are too complex to be understood by the average buyer. [They] must rely on IBM's reputable name." (quoted in Ch 1, p. 27 in Harwood).