Guidelines for Using IBM Trademarks

One need not be interested in international business machines for this book to be interesting. The rules illustrated and explained by Paul Rand which were meant to be applied to the use of the IBM logo are, in fact, universal. In these sixteen pages Rand outlines some basic principles of branding and referring to your business. For instance, now we know that you are a customer of Katherine Small Gallery and not a Katherine Small Gallery customer. Slight, but interesting and rare.