NeXT Trademark

The NeXT Trademark by Paul Rand. The thing I find most interesting about this one is that it seems to be the only one he did on what could be considered a Third Dimensional Plane. All of his other logos, as seen in the text, are 2D and consist of either being on a flat shape or just the text.

With the exception to his IBM logos, he seems to enjoy using sans-serif text. Although the color isn't consistent. I wonder what got him to decide to use the specific colors that he did? Perhaps it had something to do with the companies colors? Or perhaps he wanted to try something new. The same could be said for the square. Why did he feel the need to put it on a 3D plane? Perhaps to catch the interest of the viewer or make the logo as a whole look more compelling.

There's also the question of why he decided to make the text big enough so that only two letters could fit on each row and make two columns of text instead of decreasing the size so that it could fit as one whole word. Perhaps he wanted the text to reflect the square shape or he just thought it looked better than keep it all bunched in one word and leave all of that negative space around it. The box is also at quite an interesting angle. Perhaps this was to emphasize the box on a 3D plane or the angle is used as a way to connect your eye to the text.