The 20th century was a transformative period for graphic design, characterized by technological advancements and evolving aesthetic styles. Here are ten of the most influential graphic designers of that era, along with the reasons for their significance:

1. Paul Rand:

   • Why: Paul Rand is considered a pioneer of American graphic design. He is best known for his corporate logo designs, including those for IBM, ABC, and UPS. Rand’s work emphasized simplicity and the effective use of visual communication, blending modernist principles with corporate needs.

2. Saul Bass:

   • Why: Saul Bass revolutionized the design of film posters and title sequences. His iconic work for films like "Psycho," "Vertigo," and "The Man with the Golden Arm" set new standards in the industry. Bass's work is characterized by its minimalism, striking use of typography, and innovative motion graphics.

3. Milton Glaser:

   • Why: Milton Glaser co-founded the revolutionary "Push Pin Studios" and designed the iconic "I ♥ NY" logo. His ability to blend various styles and his innovative approach to graphic design have left a lasting impact on the industry.

4. Herb Lubalin:

   • Why: Herb Lubalin was a master of typography and a pioneering editorial designer. He is best known for his work on magazines such as "Avant Garde" and for creating unique typefaces. Lubalin’s work pushed the boundaries of typographic design.

5. Massimo Vignelli:

   • Why: Massimo Vignelli championed the idea of minimalism and the use of a limited palette of typefaces. His work on the New York City Subway map and the branding for American Airlines exemplifies his belief in clear, concise design.

6. Peter Saville:

   • Why: Peter Saville gained fame for his album cover designs for Factory Records, particularly for bands like Joy Division and New Order. His work is noted for its innovative and often avant-garde approach, blending fine art and graphic design.

7. Paula Scher:

   • Why: Paula Scher is a prominent figure in the field of graphic design and a partner at Pentagram. Her bold use of typography and playful yet impactful designs have made significant contributions to branding and environmental graphics.

8. Neville Brody:

   • Why: Neville Brody is known for his groundbreaking work in magazine design, particularly for "The Face" and "Arena." His experimental approach to typography and layout influenced a new wave of digital and print design.

9. Jan Tschichold:

   • Why: Jan Tschichold was a typographer, book designer, and teacher whose work and writings helped define modernist typography. His book "Die Neue Typographie" laid the groundwork for much of modernist design practice.

10. Josef Müller-Brockmann:

    • Why: Josef Müller-Brockmann was a Swiss graphic designer and teacher who is renowned for his use of the grid system. His work in poster design is characterized by its clarity, simplicity, and adherence to functionalism.

These designers not only produced iconic works but also contributed to shaping the principles and practices of modern graphic design, leaving a legacy that continues to influence designers today.