Inspired by the bold graphic work being done in Europe, Rand brought a radically different approach to the job. As he saw it, an ad’s effectiveness lay in the way words and images were combined on the page. “Rand’s ads have words and pictures, but they’re all fused into one symbol,” Albrecht says. Rand introduced a crucial new ingredient into commercial art: form. By paring down copy and breathing white space into his compositions, Rand made his advertisements stand out from the dense.
He embraced wit and humor, developing friendly hand-drawn characters for spirit-maker Dubbonet and the cigar company El Producto. He used bold, arresting colors. He signed every one of his creations. “He thought he was bringing art to advertising,” Albrecht says. Rand’s reputation continued to grow. An ad that ran in the The New York Times in 1953 gives some of his stature. “Wanted: Art Director with a modern, creative touch. Need not be a Rand but must be able to inspire an art department.”