平面设计大师保罗·兰德不仅是美国企业形象设计和纽约平面设计派最重要的奠基人和开创人,使美国的平面设计真正形成自己系统的、独立的设计风格,而且作为世界上最杰出的设计师、思想家及设计教育家之一,其先导地位也勿庸质疑。本文试图通过他的一些代表作品来对其独特的设计语言进行剖析,这是一种诗人兼商人的语言,既有品位又通俗易懂,是隐喻的、双关的、对比的、均衡的、折衷的和幽默的语言。 Graphic designer Paul Rand is not only the most important founder and founder of the corporate image design of the United States and the New York Graphic Design School, making the United States of America’s graphic design truly form its own systematic and independent design style, but also as the most outstanding in the world Designers, thinkers and design educators, its leading position is also no doubt. This article attempts to analyze his unique design language through some of his representative works, which is a poet and businessman’s language, both taste and easy to understand, metaphorical, punctual, contrasting, balanced, eclectic And humorous language.