“I will solve your problem for you and you will pay me. If you want options, go talk to other people.”– Paul Rand (and the ballsiest thing ever said to Steve Jobs.)
In 1986, Steve Jobs hired Paul Rand to design a logo for his new venture called NeXT. Rand’s fee would be a flat $100,000 and he would present only one option. Jobs could like it or lump it, but Rand would be paid regardless. It took Rand only two weeks to design the new mark and it was presented to Jobs in the form of a booklet. Those in attendance were unsure as to how the unpredictable Jobs would react. When he reached the final page with the finished logo, he stood up and hugged Rand. There was just one tiny thing: Jobs wanted a bolder yellow for the letter “e.” Rand slammed his fist on the table and yelled, “I’ve been doing this for fifty years, and I know what I’m doing.” Jobs backed down and the rest is branding history.
The moral of this story is that if you plan on presenting just one logo option to a client, you better damn well have an interesting and compelling tale about how you arrived at your solution. The other takeaway is that sometimes you need to leave your ego at the door, amirite, Paul? Sheesh.
When we design logos for our clients, we push our egos aside. Because in order to create a visually engaging, functional and enduring design, the focus needs to be on our clients and their audience. We also know that ego-driven design is rarely successful. So we let go of preconceived ideas and styles and everything else that might hinder our search for the one true solution. The solution that is the perfect reflection of our client and their mission.
Below are just a few of our favorites that we’ve designed over the years...
More From Our Portfolio
Looking for something in particular? Drop us a line. I’m pretty sure we’ve done something like that before.