Providing, meaning to a mass of unrelated needs, ideas, words and pictures - it is the designer's job to select and fit this material together and make it interesting.

He celebrated the works of artists from Paul Cézanne to Jan Tschichold and constantly attempted to draw the connections between their creative output and significant applications in graphic design. Rand was inducted into the New York Art Directors Club Hall of Fame in 1972. Behrens notes the importance of this new title: "Rand's new persona which served as the brand name for his many accomplishments was the first corporate identity he created and it may also eventually prove to be the most enduring.

Rand was educated at the Pratt Institute (1929–1932) Parsons The New School for Design (1932–33) and the Art Students League (1933–1934). From 1956 to 1969 and beginning again in 1974 Rand taught design at Yale University in New Haven Connecticut. Rand was inducted into the New York Art Directors Club Hall of Fame in 1972.