A B C D E F Rand

Henry Steiner, a one-time student of Paul Rand and designer of the HSBC logo, is the latest contemporary designer to alter a Paul Rand logo with a redesign for the once-named Europeiska Ferieskolan — now called Education First. Rand’s original logo was, well, a Rand design — perhaps not as superb as, say, IBM or UPS, but still smart, beautifully crafted and timeless. The redesign was commissioned to integrate “Education First” into the mark, to allow room for the product/service name to be locked-up, and to provide EF with a logo “…to represent all of our products around the world.” Steiner’s design retains the foundation of the Rand mark and executes the update around it with careful craftsmanship. When the logo is set with a product