Connecticut Art Directors Club

About our Logo

The CADC logo was designed by Paul Rand in 1986. This story, narrated by his friend Nathan Garland (board member 1986-1987) explains how the identity came to life:

"I had just joined the Board of the CADC. At my first meeting I learned that the board was unable to select a logo from any of the various designs submitted by members in an open competition. Several of the designs had interesting aspects but none were able to attract wide support.

I suggested that, Paul Rand, one of the prominent design pioneers who lived and worked in Connecticut might solve the club's problem. I offered to ask Paul to design a logo for the club. The Board authorize me to go ahead. I spoke with Paul, who agreed on condition that I oversee the application of his design. Several weeks later he called to say that he had it. Without having seen the earlier attempts by CADC members Paul had combined several of the best ideas in one resolved configuration.

Paul's design was an appropriate homage to both letter forms and symbols. The familiar acronym CADC was varied by submitting the playing card "club" sign as a rebus in place of the last letter. In order to avoid reading CAD, the misleading word made by the remaining three letters, he arranged the four elements in two rows of two each, which also made a simple square. This was reinforced by diagonally alternating two colors - solid black for the C and the club sign and red (or a gray screen of black) for the A and the D. Finally, it was approved by the Board and used."

Story was published in the 1997-1998 Annual Awards Show book