After leaving Apple, Jobs faced a challenge that many founders know well: building a brand from scratch. His new company, NeXT, needed a logo that could stand alone as a recognizable symbol without relying on the company name. Jobs knew exactly who could solve the problem.

The Problem

Jobs’ challenge was simple in words but complex in execution. He wanted a logo, a “little jewel” in his own words, that would communicate NeXT’s identity on its own. It had to create instant recognition without the $100 million and decade-long effort most companies invest in brand awareness.

Turning to Paul Rand

Jobs approached the one designer he trusted implicitly: Paul Rand. When asked for multiple logo options, Rand refused. He said he would solve the problem in the best way he knew and leave it up to Jobs to use it or not. This level of creative authority was unusual even for Jobs, who was known for steering every detail himself, and it showed how much trust he placed in Rand.

The Presentation

Rand arrived with a 100-page book, not just a sketch but a full brand plan, laying out every detail of the brand’s identity. The book explained the jewel concept representing NeXT’s black cube computers, the font choices, and the visual balance. NeXT employees, including art director Susan Kare, saw a solution that was as thoughtful as it was bold. Jobs paid $100,000 for the design, and the company immediately began producing the new logo.

The NeXT Logo Moment

The NeXT logo proved that the right designer, given full creative freedom, could turn a complex challenge into a clear, enduring solution. Jobs’ trust in Rand allowed the logo to stand as a jewel of the brand and became instantly recognizable and perfectly aligned with the company’s identity.