This is part of the one hundred pages brochure that Paul Rand presented to Steve Jobs in the spring of 1986 as result of the corporate identity that the founder of NeXT computers commissioned to the graphic designer.

“I will solve your problem and you will pay me,” he told Jobs. “You can use what I produce or not, but I will not do options, and either way you will pay me.” And it would cost $100,000.

Two weeks later, Rand flew back and presented his solution in the form of a book, walking Jobs through the rationale. Jobs loved it but asked for the yellow of the ‘e’ to be brighter. According to Isaacson (offical writer of Jobs last biography), “Rand banged his fist and declared, ‘I’ve been doing this for fifty years and I know what I’m doing.’ Jobs relented.”