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What should a logo for NeXT look like? (1986)

paulrand.design

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Re: What should a logo for NeXT look like? (1986)

#21
NeXT and Apple are stories of a founder bulldozing ahead with a vision, his coming and going coinciding with the respective companies’ high and low tides. The discussions around a “thing” are framed in the context of the of the thing, the founder, and one or more people who happen to be involved (the storyteller, scribe). No thing is ever discussed in isolation without the founder, and it’s always the scribe who tells that story. You will hardly ever come across a pivotal story about NeXT or Apple without the founder being mentioned as a key figure in that story, to the point that it’s their decision as to how that story ends.

The point? The thing is meaningless. It’s the story of the founder’s reaction and the cause and effect of the founder’s choices. The thing has no gravity in and of itself. It’s meaning entirely created and destroyed by the founder.

In the case of NeXT, it is literally the company rising and falling with the presence of the founder. The weight of any thing immediately diminished with founder’s departure. Nothing remained.

We shall see what happens with Apple. It may attain a new founder, or it may not.

Re: What should a logo for NeXT look like? (1986)

#23

The presentation at NeXT office was recorded and is available on youtube: https://www.youtube.com/watch?v=OUTxtvlyJDc

"Steve's goal is to transform the learning process at the college and graduate school level with a powerful computer and a new kind of software."

Re: What should a logo for NeXT look like? (1986)

#24

I always go back to the Saul Bass presentation to AT&T over their 1970 logo redesign. He takes 30 minutes to explain the thought process and sell this design hard . By the end you're convinced it's the natural thing to do. I'm sure every executive in the room felt the same way. https://www.youtube.com/watch?v=xKu2de0yCJI (Bass would return a mere 13 years later to do the AT&T "Death Star" logo after the breakup)

Wow, attention spans were so much longer back then.

The AT&T corporation was massive back then. These folks were looking at rebranding every piece of equipment in the country, it wasn't going to be a cheap adventure. Bass did the right thing by making them comfortable with the cost.

Re: What should a logo for NeXT look like? (1986)

#26

As a graphic designer, it was the way Paul Rand pitched the design that was the major breakthrough for me. Through interviews you can see how he pitched himself and his process to Steve Jobs. Paul's confidence in his process, backed up with his experience, is what sold Jobs on using Paul Rand and gave me the blueprint in how to deal with clients. People don't realize that a logo is an empty vessel that is filled with…

Paul Rand believed that the logo was a representation of the company. Its job was to promise as to what the company was about, and it was up to the company to fulfill that promise.

I wonder what his thoughts were re: political logos, like the Communist Hammer & Sickle and the Nazi Swastika.

Re: What should a logo for NeXT look like? (1986)

#28

The sad thing is, the logo was a tiny part of the experience, which these days folks only see the successors of iOS (and derived) devices, and Mac OS X (or whatever they're calling it these days). At least we've moved on from the early releases where the Carbon Finder.app was a significant impact on memory, and the Java calculator app took multiple bounces to load Java and run. I just wish that Apple would do somethi…

Wait, the calculator was a Java app? What versions was that the case for? That’s really funny.

Re: What should a logo for NeXT look like? (1986)

#30
post #15

I loved—and still love—this logo. Maybe it's because we have a gazillion startups and companies now, so every single logo looks the same to me. These old logos have spirit and personality.

This is truly a stunning logo, it’s timeless and sublime. Hard to beat work like this
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