What thought goes into creating a logo? What's the process? Does a logo have to illustrate one's business?
When Paul Rand designed the NeXT logo in 1986 he developed a proposal book for Steve Jobs, that explained the process that led him to the final design. I’m not a fan of the logo and I've often questioned - Why those colours? Why a cube? , but reading about Rand’s thinking and thought process, and what influenced his decisions, is pretty damn interesting. Damn smart designer, he was.
Here are a few selected scans of his process. Have and a look through them, and see if your opinion of the logo has changed.
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