[Paul Rand: 48 sketches, mechanicals, and proofs for the logo of The Limited + 6 pages of sketches, designs, and notes for a logo for TLC Group] historyoftypedesignlithos 000th of the asking price

000th of the asking price of the actual 108 Beacon Street

The poster became a classic because it humanized the corporation

Once we carried little rectangles of printed paper in our pockets that we irrationally assigned value to

hand-painted as he prepared to get to work on December 19

It’s not our finest example of typesetting

[Paul Rand: 48 sketches, mechanicals, and proofs for the logo of The Limited + 6 pages of sketches, designs, and notes for a logo for TLC Group] historyoftypedesignlithos 000th of the asking priceThe nice thing about offering things once owned by Steve Heller is that sometimes hes already written the description for us. This time hes done us a solid by posting this: Paul Rand said he would only show the client one logo idea. Although he always had a few up his sleeve. In fact, he admitted that he often did sketches whether he got the job or not. In 1988 he worked on a word mark for The Limited and logo for TLC Group, a successful African