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.
( Walter Isaacson )
[ Steve Jobs ]
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