Rand Rolls Off the Press

First established in 1908 and operating from a small office in Manhattan, it wasn’t until 1961 that Yale University Press (YUP) officially became a part of Yale University while remaining, all this time, financially and operationally independent. YUP has published over 8,000 books and now does so at a rate of approximately 300 titles a year. And since 1985, much of these titles have carried the idiosyncratic logo designed by Paul Rand. After this point, 24 years later, Rand’s logo will no longer grace spines, instead, it will now be the primary Yale logo — typeset in Matthew Carter’s The Yale Typeface designed in 2004 — as reported by the Yale Daily News.In what instances might it be appropriate to create and use nonstandard logos?To distinguish for legal and