What makes for a great logo? That question was posed by Steve Jobs back in 1985 when he was ousted from Apple computers. The now legendary CEO needed to come up with a logo for his next entrepreneurial venture, aptly named NeXT. He contracted famous graphic designer Paul Rand to fill the job. Rand was paid $100,000 dollars for his services and wrote a 100-page manifesto on what the NeXT logo meant: a logo must have “a promise of meaning and the pleasure of recognition.”

When it comes to an efficient logo, a lot can be learned by famous and prosperous companies. They all share common features which can be distilled into a few keywords: simple, elegant, and memorable.

Nobody knew this better than Steve Jobs, who went through several iterations of his now famous Apple logo. Back when Apple first formed, they had this logo:

It was certainly novel, but it lacked the iconic simplicity and memorable power that we have all come to associate with the Apple brand:


At Seer, we don't just design a logo. The psychology behind the “what” and the “why” is even more important to us. We want to convey what your brand means in the most powerful way. To do this, we peel away the layers of what your company represents and put forth the entire essence into your logo.

(This is part 1 of a 3 part series)