Steve Jobs Paid Paul Rand $100,000 to Give NeXT Something Apple Already Had — The Legendary Designer Gave

Steve Jobs paid famous graphic designer Paul Rand $100,000 in 1986 to create NeXT’s identity, but the fee came with an unusual stipulation that Jobs would get one solution and not a selection of alternatives.

Rand Refused To Offer Jobs Options

In a 1993 interview, Jobs recalled asking for several options. Rand refused. "No, I will solve your problem for you and you will pay me," Jobs quoted him as saying. "You don’t have to use the solution. If you want options go talk to other people."

Jobs founded NeXT after leaving Apple in 1985. Rand initially hesitated because IBM was a client. "Initially I told Jobs I couldn’t do it because he was competing with one of my accounts," Rand recalled in a 1989 profile. Jobs secured IBM’s blessing and the assignment proceeded.

IBM says Rand redesigned its logo in 1956 and produced the eight-bar identity in 1972. He also created identities for UPS and ABC. Jobs later called him "the greatest living graphic designer."