Created for IBM, this poster features legendary designer Paul Rand's notion of quality as having "little to do with popular notions of beauty, taste, or style; and nothing to do with status, respectability, or luxury. It is revealed, rather, in an atmosphere of receptivity, propriety, and restraint." These values are what make Rand's design work so effective and timeless, with many of his corporate logos still in use many decades later. Rand is credited for elevating the role of the designer and the value of design in corporate culture, and more broadly, bringing a modern boldness and rigor to American design.