Jobs’ work with legendary designer Paul Rand taught him lessons that any designer, client, or entrepreneur should take to heart.
The year is 1986. Steve Jobs meets Paul Rand, the genius responsible for branding IBM, UPS, and Westinghouse. Having just been ousted from Apple, Steve asks Rand to create a logo for his new company, Next Inc. Rand accepts the job. Over the following months–and years–Jobs would learn from Rand, who came of age in a very different era of company-building. Those lessons would include how to brand a startup, but also what a logo can–and can not–do for a company. In this 1993 interview, Jobs talks about the experience.