This is one of the reasons why I admire Paul Rand as an exemplar of a great graphic designer, his creative intelligence helped develop strong brands that outlived even the institutions that they were designed for. In a world of taking shortcuts and quick emails and texts, I think a client is still impressed with an “identity presentation book,” hand-delivered by FedEx. Marcello was occasionally scary but great fun, inspirational and is sadly missed. The NeXT logo being one of them. → 3M Logo Evolution, 1906-2012. In fact I’m not a huge fan of Paul Rand. ~ 2 minutes in. With all due respect, the logo is not exactly remarkable. But I’ll rather pretend the latter does not exist, and go for the former — strive for instant recognition. For a good look at the CI document, check out this youtube video: So when he asked Paul Rand for designing a number of options to consider for his logo, the 71-year old Rand famously declared that he’d not create options for his clients – “I will solve your problem, and you will pay me,” he told Jobs, “you can use what I produce, or not, but I will not do options, and either way you will pay me.” He paid Paul Rand an astonishing $100,000 for one design. He is another design great and founder of Pentagram. Paul Rand told Steve Jobs what we all want to say to our clients, but never have the balls to do so. Here are some scans if anyone is interested. This logo was made to look simple and iconic in a time when plain sans serif type wasn’t the norm, the next logo looks like it could have been made by an agency today. → NASA Graphics Standards Manual, 1976. Forging the Highest Calibre: Logo Marks, Brand Marks, Type Marks, Word Mark, House Marks, Signature Marks, Emblems, Symbols & Icons, way back since the 1986's. And I insist again that the color combination that was meant to strike the eye and attract the “youthful audience”, strikes the eye indeed and causes near blindness to me, a sample of “the youthful audience”. Design Thinker • Innovation Strategist • UCD Consultant. → 1980 Moscow Olympics Logo Grid. Rand was smart to add the ‘e’ as this was the ‘next’ thing for both consumers and Jobs, but with the creative spelling of the current generation, the designer would suggest taking the ‘e’ out. NXT. It might have been designed for a youthful audience but I have to ask: is it still succeeding “in doing so”? → Pantone Colour References for Boba Fett. Horay for NeXT. I like the approach of “no I will not give you options, I will solve your problem and you will pay me”. I am so proud to share the same profession as this man! Steve Job’s approached Paul Rand and asked him to design the NeXT identity. You need to be able to see this distinction. → Denver 1976 Olympic Bid Poster & Logo. speak: +44 7816 527 462 Hate to throw it out, but I never cared much for the logo. I think his students were better than him and I stand/sit by what I said. It’s no Apple logo, which is probably the perfect logo. This logo is related to the cube. There is nothing about the IBM symbol, for example, that suggests computers, except what the viewer reads into it. These few days are often the clincher. → Historic Coca-Cola Logo from 1890. As proof, they don’t use the Apple with the stripes. I was blasted away by how beautiful and extraordinary the cube was. First off, I love these names (or rather trove of references) — Bob Gill (I highly recommend you listen to his interview with Debbie Millman on Design Matters), Alan Fletcher, Colin Forbes, Brian Tattersfield, Robert Brownjohn, Ivan Chermayeff, Tom Geismar and John McConnell — mentioned by Lee. Also, at least Alex put forward more of a debate while you just shut him down. Watching the presentation video, the cube in the brochure presented by Paul Rand to Steve and his colleagues was not tilted at all. Tipped at a jaunty angle, it brims with the informality, friendliness, and spontaneity of a Christmas seal and the authority of a rubber stamp. I was a huge fan of the Partners, Pentagram and Minale Tattersfield at college. OK, here’s the thing. Tipped at a jaunty angle, it brims with the informality, friendliness, and spontaneity of a Christmas seal and the authority of a rubber stamp. → Unevolved Brands: Logo Simplification. There is also a copy on the web of pages 18 and 19 that show the NeXT logo cubes not tilted. Logo designers therefore cannot afford to create something and hope for a growing familiarity over time to make such a logo great. The first NeXTs were 2-bit monochrome (four values: white, 33% grey, 67% grey, and black) IIRC with nice dithering used in in-between values. I have to agree with criticism here. I am wondering when the logo became angled at 28°. I recently did one for an out-of-state client I had never met or spoken to. I was also interested to find the 100 page brochure, so did a little search: I found this interesting post by Jonathon Baxter (http://www.nextcomputers.org/forums/viewtopic.php?t=1590) who explains that the hundred page document doesn’t really exist. IBM Logo. I completely agree with Alex. The link has moved here. → Vintage Colour Charts through History. Just pay me. Nevertheless, their innovative object-oriented NeXTSTEP operating system and development environment (Interface Builder) were highly influential. Its name was usually pronounced as “Next”. Reminds me of Robert Indiana’s LOVE logo combined with some late 60’s 3D typeface. My Wavepulse Acoustics Logo (above) is one example where I stipulated to the client: one idea, with money upfront. → Vintage NASA Animated Logos. Don’t arse around with concepts, ideas, backwards and forwards with ideas, tweaks and adjustments. Enron was amazing, IBM was brilliant, NeXT was poor. Official site of graphic designer Paul Rand. → Vintage Swissair Poster Designs. NeXT logo by Paul Rand In 1986, Steve Jobs paid renowned graphic designer Paul Rand $100,000 to create a visual identity for his computer company. Love it! → Sony Playstation 1 Logo Concepts. I don’t know how influential this design was in particular but I find that this is a common poor criticism of past design. Although I suppose it is not publicly available. contrast, unity, balance, scale, texture, etc.). Most know that among his most notable logos (which include Westinghouse, IBM & Cummins) is the NeXT computers logo. So, in essence the identity was designed for a youthful audience and suceeds greatly in doing so. These few aspects are hard for any one to dispute. It would be very interesting to read. “Ideally, a logo should explain or suggest the business it symbolizes, but this is rarely possible or even necessary. It’s like comparing the first aeroplane with a stealth fighter and saying “well that’s a bit crap.” It has taken a developmental process of many generations and designers, and Rand’s logo was one of the earlier ‘bricks in the wall’ that newer logos stand upon. → Famous Brand Logos MUCH MUCH Bigger. → Vintage 1960's Air Canada Poster. I love that quote from Rand: “No” to Steve Jobs. Paul Rand provided an explanation for the angling in an interview excerpted from Print Magazine: “Someone at the presentation meeting told me the thing that sold him on this logo was just that — the skewed logos — which is amusing because I originally did two versions. Basically they’re offsprings of Paul Rand, and if you diss Paul Rand, then you’re basically dissing Ivan Chermayeff and Tom Geismar. Out of all his works, corporate identities were his weakest area design-wise. Maybe the NeXT logo would not be looked at as anything unique today, but for the time it was competently executed. Paul Rand (born Peretz Rosenbaum; August 15, 1914 – November 26, 1996) was an American art director and graphic designer, best known for his corporate logo designs, including the logos for IBM, UPS, Enron, Morningstar, Inc., Westinghouse, ABC, and NeXT. Judging stricly on the principles of design, Paul Rand’s work stands the test of time. He was a god to all young designers of the time – someone we mere mortals could never outthink. But, more importantly, this quote below makes an interesting statement about the “mystery” behind why some logos become famous while others simply don’t: “It’s the combined quality of instant recognition and growing familiarity over time that makes a great logo.” — Philip Machanick. I undertand you have your own opinion; I was sharing and backing up my own as well. I’m inclined to see the negativity some express here as arising from the failure of the product. That made it more playful and more lively.”. → Susan Kare: Apple Macintosh Icon Prints. In 1986, Steve Jobs paid renowned graphic designer Paul Rand $100,000 to create a visual identity for his computer company. I often believe that for me, there is only one idea worth exploring and developing. → Monster Compilation of Record Label Logos. You can’t compare past and prresent, only the mark and legacy it has left behind and how it has influenced modern times. A conversation with Paul Rand I poke around to find out the real motivation for this. → NASA Style Guide - The Full Version. → Ideas for the 1st iTunes Icon. Yes, the logo was impressive and very fitting, too, as most logos of the time were just flat 2D and not a cube as the NeXT was. They have to be so ‘into your style’ that they simply believe and trust that you will deliver. I didn’t like the logo either when it first appeared. So for $100,000 the end justified the means. I have a Paul Rand book (A designers Art), I saw his speak at a D&AD lecture. http://imprint.printmag.com/branding/paul-rand-steve-jobs/. It isn’t exactly glorious, but maybe back in the days it was something that might be considered ahead of its time. The only reason they’re considered great today is because of the man behind it, not because it was a ground-breaking design. Thanks for putting the story together. tweet: @thelogosmith, © 2020 The Logo Smith | Website | Privacy | RSS, The Logo Smith - Freelance Logo Designer & Brand Identity Design Studio, Argentina 1978 World Cup Logo Design – Recreated for Download, Witness Directory, Linking Expert Witnesses with Lawyers – Logo and Icon Designed by The Logo Smith. While I am typing this post I am also looking at the black filled apple that is stamped right onto my IMAC. Right brain wins. The NeXT logo mightn’t be a classic, but the style of presentation is. Yes, Steve Jobs. As was a common part of the Paul Rand design process, a presentation book was produced in order to help persuade the client that the proposed idea was the right direction. PS4 Games: Final Releases Before The Big Launch, ‘Axone’ Serves The Understated Hatred So Tastefully, Playstation Knobs That Could Have A Unique Tone. Yes, you could argue Apple uses the three-dimensional identity, but it seems from research that they use that strictly for online purposes. The NeXT computers experienced relatively limited sales, with estimates of about 50,000 units shipped in total. I remember my first encounter with a NeXT computer more then 30 years ago when I was in my first or second year at Uni. Graham Smith https://www.paulrand.design/work/Logo-Presentation-Books.html. I don’t think the original Apple logo would fly today either, it’s kinda clunky. Tags: Designgraphic designlogoNeXTPaul Randsteve jobs. → Typography Primer: Free PDF Book. Had we known that Steve had privately hired Paul Rand, we would have dropped out. → Vintage Porsche 356 Color Charts. To have a client who is prepared to take this route is the ultimate indication of confidence in your ability. Our solution was an elephant with wings symbolizing “memory” and “speed”, the two principal qualities of this new computer aimed at researchers and college students.
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