The only thing Paul Rand knew was that the mysterious NeXT computer was a black cube. With this scant yet meaningful intelligence, Rand developed a unique proposal book for the NeXT logo that walked the reader step-by-step through the conceptual process to th…

First of all to whom say Rand’s work doesn’t stand to the test of time are simply revealing their imprudence.
If any of you have ever taken a PEEK at any of Paul Rand’s books, (e.g. Design, Form, and Chaos, where the NeXT brochure is replicated in) then you will understand that this is an ingenious design, and innovative for its time.
If not, you cannot speak in regards to dismissing this extraordinary design because you lack the knowledge of what the proposal consisted of.
In regards to standing the test of time, Paul’s work is JUST AS RELEVANT as it was when it was first designed 24 years ago.
If all the corporations weren’t following these TRENDS we wouldn’t even be having this debate.
ABC and UPS have both followed these trends; both for the worse. Although, ABC is mostly in tact besides of button-like supplement to the identity.
To stand the test of time merely depends on the principles of design (e.g. contrast, unity, balance, scale, texture, etc.).
Judging stricly on the principles of design, Paul Rand’s work stands the test of time.
“if NeXT were branded today, do you think this logo had a slightest chance of being accepted?”
Yes, because Steve Jobs understands GOOD DESIGN!
Yes, you could argue Apple uses the three-dimensional identity, but it seems from research that they use that strictly for online purposes. While I am typing this post I am also looking at the black filled apple that is stamped right onto my IMAC. Furthermore, they use the same original identity for their stores.
Paul Rand said in “A Designer’s Art”,
“I believe that it is only in the application of those timeless principles that one can even begin to achieve a semblance of quality in one’s work”.
P.S.
David,a post paying tribute to Morton Goldsholl is needed on this site!