25 years ago, Steve Jobs reached out to design legend Paul Rand to craft a brand identity to the tune of $100,000. The result? A 100-page brochure specifying the new brand with meticulous details including the precise angle used for the logo (28°) and a new company name, NeXT.
In a 1993 interview, Steve Jobs said of working with Paul Rand:
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.
Rand’s most famous work includes the corporate identities he crafted for IBM, ABC, Westinghouse and UPS. What are your thoughts on Paul Rand?