Hello and welcome to this video
Gareth here from TastyTuts.com
In this video we're going to look at the NeXT logo
learn a little about the logo and the designer behind it
So the Next logo was designed in 1985
by an American designer called Paul Rand.
Paul Rand is credited to be one of the most famous graphic designers in the world
and his contribution to modern graphic design theory
is widely considered intrinsic 
to the professions development.
Paul Rand is well known for his 
packaging, marketing and poster design
but is best known for his corporate logo design many of which are still in use today.
To name a few:
In 1956 Paul Rand designed the iconic IBM logo
and over the course of the 1960's and 1970's
made subtle changes to what we are familiar with today
in 1960 Paul Rand designed the identity 
for Westinghouse
a leading nuclear power company 
which is still used today
in 1962 Rand designed the ABC logo
and in 1961 Paul Rand designed the UPS logo which in 2003 was modified by Future Brand.
Some of his famous posters are those for  
US Department of the Interior 1975
IBM in 1981
and SOS (Kinderdorf-Children’s Village) in 1996
To see more posters you can check 
out the website Paul-rand.com.
Loads more to see there, link is in the description.
Now the NeXT logo is not one of 
his most well known logos
but does have an interesting story
Paul Rand was 71 in 1985 and designed the logo for Steve Jobs computer company at the time
which was called Next. This logo would last until Apple bought the company in 1996
and Steve Jobs would return to Apple.
To quote Steve Jobs:
Our challenge was: How could we have a little jewel that we could use without the name
to put on the product without spending 
100 million dollars and ten years
to make that association in the customers mind
Paul solve that by making us a 
little jewel that had contained in it
the name of the company, and I think that he really approached it as a problem
that have to be solved not an artistic
 challenge for its own sake
Steve Jobs knew that the computers he was going to make would be in the shape of a cube.
He loved that shape and was open about that with Paul Rand which inspired the cube like logo
To quote Paul Rand:
What is essential is finding a meaningful device 
some idea preferably product related
that reinforces the company name. 
The cube in which the company will be housed
can be such a device because it has 
visual impact and it's easy to remember
unlike the word next it is depict able, 
possesses the promise of meaning
and pleasure of recognition.
So the NeXT logo is essentially an Emblem style logo.
The type has been placed inside 
the geometric cube shape.
this logo essentially occurs in one instance 
and will only change in scale.
The typeface has three upper case and one lowercase to add more contrast and interest.
The lowercase 'e' was Paul Rand's idea. 
This served a particular purpose
The word next is very similar to the word exit 
and having it all in uppercase
stacked in the logo could make one confused 
and misinterpret meaning.
So having the lowercase 'e' help alleviate a potential problem.
It also drew attention to the word 'e'
that could stand for many a powerful words such as:
education, excellence, expertise, exceptional, excitement, and e = mc 2 and so on.
from that moment on the company with no longer present itself as simply next
but NeXT with a lowercase 'e'.
It took Rand just two weeks to complete the logo which he delivered with a booklet
which explains the thought process behind the logo
This is a really interesting piece of presentation from Paul Rand I recommend you check this out!
If you'd like to see that very booklet 
there is a PDF scan version along with a
short video of Paul Rand introducing the next identity.
Link is in the description.
The logo itself would be at an angle of 28 degrees.
In the booklet Rand described the logo as designed to appeal to a youthful audience.
Tipped at a jaunty angle, it brims with the informality, friendliness and spontaneity of a Christmas seal
and the authority of a rubber stamp.
Paul Rand has also said:
This idea in no way restricts its application 
to any one product or concept.
The three-dimensional effect functions 
as an underscore too attract the viewers attention.
Throughout his career Rand's work 
displayed the quality of simplicity
He was one of the first American
 designers to incorporate
the practice of the Swiss style of graphic design with a less is more approach.
To quote Rand:
Simplicity is not the goal. It is the byproduct of a good idea and modest expectations
So what do I think about this logo?
For the NeXT logo Paul Rand chose 
to create an emblem style logo.
I think that emblem logos are some of the best because
they are so practical and functional 
in all media environments.
To quote Paul Rand:
The adaptation of this device 
for miniaturization, for tie racks,
charm bracelets, paper weights, stickers and other promotional items is endless.
It lends itself as well to large scale
 interpretation, signs, exhibits in the shape of cubes
in which the actual exhibit this housed  as well as exhibit stands.
For printed matter its infinite adaptability
and attention compelling power is self-evident.
Paul Rand saw the potential of how a logo can work not just as an identity but as a marketing tool.
Paul saw the benefits of such a 
logo working in merchandising
and in professional presentation environment.
It's not easy getting across the nature 
of a product or business in a logo.
This logo is a stroke of genius and achieves this in a number of ways.
The logo worked well because the cube was symbolically related to the product itself.
So what can we learn about this story?
Well one of the highlights of this story is the approach Paul Rand took to present the logo
instead of revealing the logo cold turkey.
Paul Rand presented a carefully orchestrated booklet. Rand wanted to tell a story
take the client in this case Steve Jobs
and his team on a journey
of the design process that would end with a logo design.
Upon seeing the final logo the reaction
would not be one of taste of rational understanding.
This went a really long way 
to help the client and the team
understand the rationale and get behind the logo.
Again you can check out the next presentation booklet.
link is in the description.
From this example we can learn the importance of this technique.
When presenting logos we should 
consider utilizing this approach it's a useful
technique to help outline the rationale and the design, 
to help a client get behind a logo design.
If you'd like to learn more about Paul Rand
you can watch him speak and read more articles
links are in the description
and there's quite a few interesting links there I recommend you check them out
So that's one of many logos 
and designers I have spoken about.
If you enjoyed this video and want to watch more like it
you can see more episodes in the famous logos playlist.
Link is in the description.
Well I hope you enjoyed this video.
if you did hit the like button on my Facebook page
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So until next time have fun guys
and I'll see you in the next video!
