The company had not only a new logo, but a new name. No longer was it Next. It was NeXT. Others might not have understood the need to obsess over a logo, much less pay $100,000 for one. But for Jobs it meant that NeXT was starting life with a world-class feel and identity, even if it hadn't yet designed its first product. As Markkula had taught him, a great company must be able to impute its values from the first impression it makes.
The company underwent a significant transformation, adopting a new name, NeXT, and a new logo, reflecting a fresh identity. This change, while seemingly excessive to outsiders, was critical for Jobs, who believed that a strong branding would create a prestigious image even before launching any products. Investing $100,000 on a logo might appear extravagant to some, but for Jobs, it was essential in establishing a profound initial impression of the company.
Jobs was influenced by Markkula's insight that the essence of a great company should be conveyed right from the start. He understood that the visual identity of NeXT was fundamental in communicating its values and vision, setting the stage for its future endeavors in the tech industry. Thus, the focus on branding underscored Jobs' commitment to excellence and the creation of a distinct company culture.
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All the things you can talk about in anyone's work are the things that are least important.
Race of Cain, ascend to heaven, And cast God down upon the earth!
