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.