Why Steve Jobs paid $250k for this logo?

This is a case study of how legendary designer Paul Rand presented the logo for NeXT computers to Steve Jobs.
See more of Paul Rand's work here: www.paulrand.design/work/
TH-cam documentary on this project: • Video
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Thanks for watching the video Why Steve Jobs paid $250k for this logo?

[@MyDesignService]

He is my favorite because he made the dominate Steve Jobs submit to his process. Paul Rand is the perfect example of a designer holding his power and not letting himself become an order-taker.

[@Fostit]

I loved this video, Paul Rand was an exceptional human being, he was about a hundred years ahead of his time. As a designer I keep reading these Job opening and everyone is looking for someone who has great attention to details. How would you describe this guy's attention to detail? It's just mind blowing.

[@mohgraph254]

I have now learned what presentation is, it is a logical step by step process for our non-design friends to understand our approach. Thank you very much for the lesson.

[@MattBruntonUK]

When you're number one in your field, you can charge (almost) whatever you like. Great story.

[@heis_olajide]

I really did enjoy this video...I so much love Paul Rand that I'm studying his past life

[@dankemp6701]

it would be really interesting to see a video in this format of the flux brand

[@growwithdesign]

Great video Ran!

[@livia-mt5yw]

You are a great mentor too, Ran !

[@TutsLabofficial]

As always, a good piece of information.

[@gavindavies4231]

Nice one Ran

[@emily_pinto]

Cool! Thank you for the video

[@nashvi11e]

Wonderful resource. Thanks for that.

[@FluxAcademy]

Any time! 😎

[@AndresTheDesigner]

What an amazing piece of work.

[@francessjebbeh4783]

Great mentor ran

[@MarcPitre72]

And I’ve always enjoyed your logo too flux

[@brandinglab100]

Amazing 👏 Whats next?

[@craigcoughlin1834]

Paul Raaand ;) Great topic.

[@himmetdmr]

This is amazing. Never thought that I'd learn this much for life from a single logo design.

[@shavigautam9398]

Money is just a value
Any person with gratitude is giving
If you add value to such people lives
Who knows you come across someone who overbundle you with the valuables they have.
😊

[@dapotatosalad]

Very interesting

[@anddrew5841]

oh, its really interesting, tnx)

[@jhonny762]

I love this❤️

[@luisestrada9261]

I don't know...can you tell Paul to make the logo a bit bigger? Thanks. LOL

[@onfireclips]

Hey Ran! I am really struggling with pitching my logos 😢

[@judithomeje3177]

How can I download the book and at which place please

[@sehoujay]

Irrational Exuberance I think it's called

[@babtherex3799]

Hey Ran, how are you feeling now?
Hope you are well

[@Sirwastealot]

As a designer who has been learning a lot through videos like these and observing the great designers of the past, I have to say in some cases it still does look absolutely ridiculous.
That was a well presented, and a well designed logo.
But 250 K... something doesn't add up

[@pedroroque8681]

Your problem is looking at value and pricing from “just a logo perspective”.
That price is a reflection of the value of company, the value of the person who directed the logo design (who certainly did more than ‘just the logo’) and time value.
When you operate on the higher ranks, it’s not about how small
Or big something is, it is about value and perceived value.
I know consultants who get paid hundreds of thousands for simple problem solving 14 day projects.

[@becomefitness4265]

No Pedro,
You think you clever than you are, there is no deeper meaning/ thought here, it’s just not right.
It’s a rip off, Pretentious and obnoxious.
The same way a designer clothes brand will charge more for the exact same T-shirt from primark for example.
The Inherent value is the same, it’s not worth any more.

[@rensocolimodio4152]

Because Paul Rand is a GOD!

[@tino.monetti]

E also is the only vogal.

[@sahilkundu1986]

❤️❤️❤️❤️❤️❤️

[@jovanbelic]

People are paying for the Expirience, not the logo - they are paying for the story and the presentation that was shown in the video, not the design. If you understand this as a Designer, you're golden. And don't get tricked - I used to love watching FLUX but this right now, it's pure commercialization of Design, the same thing that "The Future" did few years ago. Most people would never reach that level where you are able to charge so much money for a single Project.
And don't get me wrong - you can absolutely make a lot of money in our industry, but the expirience, consistancy, dedication, sleepless nights, proactivity - those things will one day lead you into charging any price for your work.

[@magicart2280]

Fist comments
Love from india 😘

[@AndrewCortesi]

Why DID Steve Jobs paid $250k for this logo?
Without “did”, it’s a statement not a question. Sorry I had to say it.

[@user-px4gx4mn3b]

خیلی تاثیر گذار بود

[@nwangasam]

First here.

[@ClemensLode]

it's for young people with $10,000 on their hands :p

[@Matt-ry2zk]

I’m sorry but 100,000 for a simple logo is a rip off

[@MRatna]

Chermayeff & Geismar & Haviv wouldn’t touch a logo project for less than that these days. Obviously it’s not for everyone, but if you’re a car company, a bank, or an airline, $100k is nothing to update or reposition their brand. Bear in mind, NeXT was a new computer company. Jobs needed immediate, positive recognition.

[@varshniveralevel8347]

I think he himself created the logo and sold it to himself

[@Kdkjdjewerdnxa]

Paul Rand made another iconic logo tbh. It’s very memorable. He should’ve charged more.

[@atomparish]

This is by far his worst logo

[@becomefitness4265]

This guy needs to stop swallowing every 2 secs.

[@Username0833]

what a trash logo. my least fav of that era