Most Expensive Logo Ever: NEXT - logo design

Most Expensive Logo Ever: NEXT logo design In 1986, Steve Jobs recruited renowned graphic designer Paul Rand to create a brand identity costing $100,000. Rand created a 100-page brochure detailing the brand, including the precise angle used for the logo (28°) and a new company name, NeXT. Steve Jobs on working with Rand: “I asked him if he would come up with a few options, and he said, ‘No, I will solve your problem for you and you will pay me. You don’t have to use the solution. If you want options go talk to other people.'”