In 1986, Jobs recruited the famous 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.
Rand was the only designer Jobs asked to design a corporate jewel for his new company. When Jobs asked whether he could choose between different concepts or design proposals, Rand explained he will only make one design, in his eyes the best solution.
Rand: "You can have different concepts; just hire other designers. I only make one design and you pay me; you can use it or not. It's that simple".
Jobs was a big fan of Rand's clear way of doing business and praised Rand's skills not only being an excellent designer, but in offering holistic business solutions.
Steve Jobs interview about Paul Rand (1993)
Consumer and business commercially NeXT computer were not a great
success, NeXT Software however was very much ahead of its time and
is the foundation for the current very succesful Mac OS X operating
system. NeXT was acquired by Apple Computer in late 1996.