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Original presentation booklet for the NeXT logo designed by important graphic artist Paul Rand, 20 pages, 8.5 x 12, privately printed in 1986. The fascinating booklet concisely explicates Rand's design philosophy and walks through his creative process in developing the NeXT logo. After selecting a typeface, Rand observes: "Personal preferences, prejudices, and stereotypes often dictate what a logo looks like, but it is needs, not wants, ideas, not type styles which determine what its form should be." He goes on to defamiliarize the common word 'next,' by making the 'e' lowercase and placing the letters into a cube. In the final steps, he adds color and demonstrates the versatility of the logo with its infinite scalability. In fine condition, with trivial light marks to covers and textblock.
When Rand presented Steve Jobs with the NeXT logo, he gave him one of these books and watched silently as Jobs perused it. Jobs later recalled: ‘The book itself was a surprise. I was convinced that each typographic example on the first few pages was the final logo. I was not quite sure what Paul was doing until I reached the end. And at that moment I knew we had a solution…Rand gave us a jewel, which in retrospect seems so obvious.’ A rare and prized piece of graphic arts ephemera due to Rand’s universal recognition as one of America's greatest commercial artists: in addition to NeXT, he created the logos for IBM, UPS, Enron, Westinghouse, ABC, and many more.
From the Clement Mok Collection.
