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Between and Mortarboard

UMMA Object Specific Fields

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Accession Number


Paul Rand

Artist Nationality
American (North American)

Object Creation Date

Medium & Support
offset lithograph on paper

30 in x 22 in (76.2 cm x 55.88 cm)

Credit Line
Gift of Franc Nunoo-Quarcoo and Maria Phillips

Subject matter
This poster advertises NeXT computers, Steve Job’s company after he worked for Apple in late 1980s. Jobs asked IBM for special dispensation so he could have Paul Rand design for his company, as well. Rand designed a logo that referenced the distinctive shape of the computers (a black cube) and emphasized the name of the company. To sell the logo to Jobs, Rand did not give a presentation. Instead he created a book explaining the various possible designs of logo and eventually explaining why the final logo was the most effective. Jobs loved the book so much he had it printed as promotional material. The logo was translatable to a variety of media because of its readability and memorability.

EC 2017

Physical Description
A rendering of a black cube with 'NEXT' spelled in colored text across its face. Below, in colored text, it reads: "The sign of the Next generation of computers...for Education".

Primary Object Classification

Collection Area
Modern and Contemporary

If you are interested in using an image for a publication, please visit for more information and to fill out the online Image Rights and Reproductions Request Form. Keywords
graphic design

2 Related Resources

History of New Media 
(Part of 4 Learning Collections)
Ann Arbor STEAM middle school tour 11-8-18
(Part of: Ann Arbor STEAM School Graphic Design Tour 11-8-18)

& Author Notes

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