Designing Next as a new company
In 1986, Rand designed the visual identity for a new computer company called NeXT (Links to an external site.), created by Steve Jobs. Rand’s presentation of his design for the NeXT visual identity was revolutionary then, and has become the standard. In it, Rand described the decisions he made in the creation of his design. He de-constructs his design process and presents it as a clear, accessible and entertaining story.
Under the assumption that Next company was recreated as a research and development company, I took the direction of new design philosophy. The researching company must have huge information. This information must be combined, divided, and subtracted.
The information are represented by circles. Circles can be combined and expressed as a line, and it is mobile and has various appearances. X expresses it as monochrome and expresses it from the center to a sense of stability and also means multiplication. The color of the logo selected confidence and scientific color.
