Can you make the logo bigger? 


In 1985, Steve Jobs had just been ousted from Apple and was working on NeXT, his latest brainchild.

Steve decided that before they could continue further, NeXT needed a world-class logo -- one that would distinctly set apart Steve Jobs’ company from the rest.

Enter Paul Rand - an award-winning designer responsible for IBM, ABC, and UPS’ logos, and everything in between. Jobs was convinced he was the man for the job.

Steve made Rand fly to Palo Alto, where he proceeded to walk him through NeXT and why he believed it was the next big thing. Everything seemed to be going as per plan until Steve jobs asked Paul to give him a few logo options to consider.

We had a problem. 

It didn't matter whether you were Steve Jobs or the Pope, Paul Rand isn’t in the business of providing options when it comes to branding. 

Rand flat out rejected Steve's request. He went on to let Jobs know that not only would he give him just the one option, that he would have to pay for it whether he used it or not. 

The ball was in Steve's court. And he agreed.

In two weeks, Rand presented his design to an eager Steve, which effectively became the official
NeXT logo.

This logo cost NeXT $100,000 and is still one of the most iconic logos in branding history. 

In today's age of $50 logos with unlimited variations, have we drifted dangerously from the heart
of branding?

More importantly, what would your brand look like if Paul Rand did your branding? 



Our monthly marketing newsletter for world-changers packed with
crazy brand stories, bold ideas and rebellious thoughts.
Our monthly marketing newsletter
for world-changers packed with
crazy brand stories, bold ideas and rebellious thoughts.
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