In 1986, Steve Jobs hired Paul Rand to design a logo for his NeXT educational computer company. Like Antonio, I don’t love the design, but we can learn a lot from the way in which Rand presented his idea to Jobs.
“The only thing Rand knew was that the mysterious NeXT computer was a black cube. With this scant yet meaningful intelligence, Rand developed a unique proposal book for the mark that walked the reader — Mr Jobs — through the step-by-step conceptual process to the final, logical outcome.”
Quoting Steven Heller who shared scans from Rand’s NeXT logo book.
“I asked him if he would come up with a few options, and he said, ‘No, I will solve your problem for you and you will pay me. You don’t have to use the solution. If you want options go talk to other people.'”
Here are a few Paul Rand YouTube videos elsewhere on Logo Design Love: