Paul Rand, a renowned designer, has shared his thoughts on designing a logo for NeXT Computers. In his article, he explores different typography options and discusses the importance of finding a meaningful device that reinforces the company's name. He presents two main ideas: using the word "NEXT" in all capital letters with a lowercase "e" to create visual contrast, or creating a simple, geometric letter style that can be easily manipulated.

Rand also suggests using a black cube as a logo, which he believes has visual impact and is easy to remember. He proposes incorporating different color combinations to make the design more appealing and adaptable for various applications.

Source: https://www.paulrand.design/work/NeXT-Computers.html