I can’t help thinking that Paul Rand and Steve Jobs are cooking up a new identity for a heavenly company. In 1986 Jobs approached Rand to design the logo for his NeXT educational computer company. After obtaining permission from IBM, Jobs offered Rand a handsome sum to develop a logo for a product that was not yet public. The only thing Rand knew was that the mysterious NeXT computer was a black cube. With this scant yet meaningful intelligence, Rand developed a unique proposal book for the mark that walked the reader – Mr. Jobs – through the step by step conceptual process to the final, logical outcome.