When in 1985 Steve Jobs left Apple after boardroom machinations left him on the outside looking in, he went on to found NeXT. The primary product was the NeXT computer. The fate of NeXT was sealed when Apple acquired it for more than 654 million dollars, and Jobs returned to work at Apple. However during Job’s time at NeXT he commissioned graphic designer Paul Rand to create the visual identity for NeXT.
Rand had the reputation for exerting great influence on his clients, he created a 100-page branding book to help Steve Jobs understand the entire design process hidden behind the NeXT identity. This book is a step by step guide to creating the visual identity of NeXT. The presentation book was a useful tactic for Rand as he persuaded his clients that his proposed ideas was the only and most timely solution.
When Jobs recalled working with Rand, Jobs said I asked him if he could come up with several options for the logo, and he said “No, I’ll solve your problem and you’ll pay me. You do not have to use the solution. If you need options, hire someone else, not me.”
The branding guide is an excellent reminder of the commitment of excellence of Rand.
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Paul Rand was a leading figure in graphic design who made innovative visual identities for some of America’s major corporations. He had a career spanning nearly seven decades. There is the seminal logo for IBM and the logo for ABC. There is the Westinghouse logo, the logo for NeXT computers.
Born January 13, 1930 Education Kyoto University Known for Graphic Design Ikko Tanaka was a Leading Graphic Designer in Japan. He had an enormous impact on the post-war visual culture in Japan. He is widely thought of as the Father of Japanese graphic design. He merged Japanese traditional forms and colours with International Style Modernism.