Born Peretz Rosenbaum in Brooklyn, I became America's most influential corporate designer. My identities for IBM, UPS, ABC, and Westinghouse remain powerful decades later.
I introduced geometric simplicity and systematic thinking to corporate identity. The eight-bar IBM logo exemplifies my philosophy—instant recognition through mathematical precision.
For thirty years, I taught at Yale University. My book Thoughts on Design established the theoretical foundation for modern graphic design education.
"Don't try to be original, just try to be good." This philosophy elevated commercial art to strategic communication.
I proved design excellence drives business results through clarity, simplicity, and systematic thinking.
Work Experience
2019 - 2022, San Francisco, CA
2017 - 2019, San Francisco, Austin, TX
Education
2014-2017, Austin, TX
Master of Fine Arts in Digital Design at University of Texas at Austin
2011-2014, San Marcos, TX
Bachelor of Arts in Graphic Design at Texas State University
Launch: Green Light Peak - Problem Solving for Busy Executives
Learn how to solve people, process and productivity problems. A different kind of online training. Early access to 55 professionals.
Webinar: The three new problems and how to solve them
Executives are coping with chaos in their organizational, in our society and in their own decision making. What skills and technologies can they use to excel?
Avy helped me finally find clarity.
We pinpointed together the main components of my management practice - and he provided me with the tools I needed to move forward
Our experience with Avy was professional, entertaining and dynamic. Avy brings out-of-the-box ideas and models and knows how to recruit the people in the room
Yael S., Chief Product Officer
The training was fascinating, provocative, challenging!
We tackled the most crucial issues related to our development process, and experimented with new, relevant models.
Tamar S., Head of Visitors Center
