Next Inc. was a computer company founded by the one of the creators of the Apple computer, Steve Jobs in 1985. The company’s main focus was higher education and business markets. In 1986 Jobs hired Rand to develop the logo for the computer company. When Rand received approval from IBM—where he was still a design consultant—Jobs paid Rand the money to design a project that was not completely public. He received $100,000 to do it (Eckstein). Rand himself knew nothing about the project except for the fact that the next computer was a black cube. Rand set to work (Heller). He made a one hundred page brochure that analyzed different takes on the new brand. He also incorporated an exact angle for the shape of the logo: twenty-eight degrees. Rand …show more content…
did not plan to present the brochre, he was simply going to hand it to Jobs for him to go over (Heller). “According to many experts, actually he was the one to rename the company from being “NXT” to “NeXT”—with the lowercase “e” symbolizing education, excellence, expertise, exceptional and excitement (Eckstein). The first step was choosing the typeface for the logo. His two choices were Caslon and Bifur. Caslon was invented in 1745 by William Caslon. He chose it because it was “elegant and bookish” and it was perfect for education, the audience the NeXT computer company was targeting. His second choice, Bifur, was a fun typeface created by A.M Cassandre in 1929. Rand said was an “unconventional but genius design” and visually conveyed technology. Rand said that one of the reasons for looking at different typefaces is to study the relationship and differentiate the letter combinations and to find inspirations from them. “sans serif, hairline and slab serifs, condensed, expanded, bold, light, outline—they still say next…like next time, what’s next?, next in line, or even next of kin”. It is clear Rand put a great deal of time on this logo. He even goes into detail about the dominance of all the letters and as stated before the e represented “education, excellence, expertise, exceptional, excitement, e=mc 2, etc” (Rand, Design, Form, and Chaos, 73-6). After deciding what font would fit with the logo, Rand had to come up with a way to place it on the cube. After a variety of illustrations Rand settled on one. The letters stretched across all four corners of the three dimensional box. They are stacked on top of one another like Robert Indiana’s “LOVE” painting (Eckstein). The “e” is surrounded by the capitals and represents the goal of the program. Rand explains what his final vision was: In its design, color arrangement, and orientation the logo is a study in contrasts.
Tipped at a jaunty angle, it brims with the informality, friendliness, and spontaneity of a Christmas seal and the authority of a rubber stamp…the unconventional yet dignified array of colors—vermillion against cerise and green, and yellow against black…is designed to appeal to a youthful audience and to add a sparkling, jewel-like touch to paper, package, or machine…In itself a decorative and self-contained device the logo does not depend on extraneous embellishment… (Heller). The logo Rand did for NeXT was the only version the company had until NeXT merged with Apple in 1997, shortly after Rand died from cancer. In a way, his design was the only successful logo a company ever had; they did not change it. His influence is the only influence for this particular logo. It is one of a kind. “Design is the method of putting form and content together. Design, just as art, has multiple definitions; there is no single definition. Design can be art. Design can be aesthetics. Design is so simple, that's why it is so complicated”. Paul Rand was single-handedly responsible for bringing class, elegance and style to corporate logos, books and posters. Although more than the majority of the versions of his logos have been updated, his influence and style is still there and his legacy will live
on.
The tone during the whole plot of in Brave New World changes when advancing throughout the plot, but it often contains a dark and satiric aspect. Since the novel was originally planned to be written as a satire, the tone is ironic and sarcastic. Huxley's sarcastic tone is most noticeable in the conversations between characters. For instance, when the director was educating the students about the past history, he states that "most facts about the past do sound incredible (Huxley 45)." Through the exaggeration of words in the statement of the director, Huxley's sarcastic tone obviously is portrayed. As a result of this, the satirical tone puts the mood to be carefree.
Throughout his preface of the book titled Why We Can’t Wait, which entails the unfair social conditions of faultless African Americans, Martin Luther King employs a sympathetic allegory, knowledge of the kids, and a change in tone to prevail the imposed injustice that is deeply rooted in the society—one founded on an “all men are created equal” basis—and to evoke America to take action.
Throughout the course of this novel, Ishmael Beah keeps the readers on the edge of their seat by incorporating interchanging tones. At the beginning of the novel, the tone can be depicted as naïve, for Beah was unaware to what was actually occurring with the rebels. Eventually, the tone shifts to being very cynical and dark when he depicts the fighting he has endured both physically and mentally. However, the most game changing tone is towards the end of the novel in chapters nineteen and twenty. His tone can be understood as independent or prevailing. It can be portrayed as independent because Beah learns how to survive on his own and to take care of himself. At the same time, it is perceived as prevailing and uplifting because Beah was able to demonstrate that there is hope. Later in the novel, Beah travels to
In the book Into the Wild, Jon Krakauer wrote about Christopher McCandless, a nature lover in search for independence, in a mysterious and hopeful experience. Even though Krakauer tells us McCandless was going to die from the beginning, he still gave him a chance for survival. As a reader I wanted McCandless to survive. In Into the Wild, Krakauer gave McCandless a unique perspective. He was a smart and unique person that wanted to be completely free from society. Krakauer included comments from people that said McCandless was crazy, and his death was his own mistake. However, Krakauer is able to make him seem like a brave person. The connections between other hikers and himself helped in the explanation of McCandless’s rational actions. Krakauer is able to make McCandless look like a normal person, but unique from this generation. In order for Krakauer to make Christopher McCandless not look like a crazy person, but a special person, I will analyze the persuading style that Krakauer used in Into the Wild that made us believe McCandless was a regular young adult.
Though Adam touched based on all of these elements of proof, he specifically has a strong suit in logos. His target audience is the consumer, which is anyone who has ever felt cheated by a business trying to manipulate them to get their money.
The Letter from Birmingham Jail was written by Dr. Martin Luther King Jr. in April of 1963. Dr. Martin Luther King Jr. was one of several civil rights activists who were arrested in Birmingham Alabama, after protesting against racial injustices in Alabama. Dr. King wrote this letter in response to a statement titled A Call for Unity, which was published on Good Friday by eight of his fellow clergymen from Alabama. Dr. King uses his letter to eloquently refute the article. In the letter dr. king uses many vivid logos, ethos, and pathos to get his point across. Dr. King writes things in his letter that if any other person even dared to write the people would consider them crazy.
Pollan’s article provides a solid base to the conversation, defining what to do in order to eat healthy. Holding this concept of eating healthy, Joe Pinsker in “Why So Many Rich Kids Come to Enjoy the Taste of Healthier Foods” enters into the conversation and questions the connection of difference in families’ income and how healthy children eat (129-132). He argues that how much families earn largely affect how healthy children eat — income is one of the most important factors preventing people from eating healthy (129-132). In his article, Pinsker utilizes a study done by Caitlin Daniel to illustrate that level of income does affect children’s diet (130). In Daniel’s research, among 75 Boston-area parents, those rich families value children’s healthy diet more than food wasted when children refused to accept those healthier but
Today’s economy and the environment are hurting due to the lack of nurture we have been providing. Conventional farming rules the world of agriculture, but not without a fight from organic farming. Organic farming is seen as the way of farming that might potentially nurture our nature back to health along with the added benefit of improving our own health. With her piece “Organic farming healthier, more efficient than Status Quo,” published in the Kansas State Collegian on September 3, 2013, writer Anurag Muthyam brings forth the importance behind organic farming methods. Muthyam is a senior at Kansas State University working towards a degree in Management. This piece paints the picture of how organic farming methods
In a quote by John Mill, “Does fining a criminal show want of respect for property, or imprisoning him, for personal freedom? Just as unreasonable is it to think that to take the life of a man who has taken that of another is to show want of regard for human life. We show, on the contrary, most emphatically our regard for it, by the adoption of a rule that he who violates that right in another forfeits it for himself, and that while no other crime that he can commit deprives him of his right to live, this shall.” Everyone’s life is precious, but at what price? Is it okay to let a murderer to do as they please? Reader, please take a moment and reflect on this issue. The issue will always be a conflict of beliefs and moral standards. The topic
The movie trailer “Rio 2”, shows a great deal of pathos, ethos, and logos. These rhetorical appeals are hidden throughout the movie trailer; however, they can be recognized if paying attention to the details and montage of the video. I am attracted to this type of movies due to the positive life messages and the innocent, but funny personifications from the characters; therefore, the following rhetorical analysis will give a brief explanation of the scenes, point out the characteristics of persuasive appeals and how people can be easily persuaded by using this technique, and my own interpretation of the message presented in the trailer.
“Until justice is blind to color, until education is unaware of race, until opportunity is unconcerned with the color of men's skins, emancipation will be a proclamation but not a fact.”(Lyndon Johnson). For generations in the United Stated, ethnic minorities have been discriminated against and denied fair opportunity and equal rights. In the beginning there was slavery, and thereafter came an era of racism which directly impacted millions of minorities lives. This period called Jim Crow was the name of the racial caste system up in till mid 1960s. Jim Crow was more than just a series of severe anti-Black laws, it became a way of life. Under Jim Crow, African Americans were positioned to the status of second class citizens. What Jim Crow did is represented the anti-Black racism. Further on, In 1970’s the term “War on Drugs” was coined by President Richard Nixon . Later President Ronald Reagan officially declared the current drug war. In reality the war had little to do with drug crime and a lot to do with racial politics. The drug war was part of a strategy of used by the government. The President identified drug abuse as national threat. Therefore, they called for a national anti-drug policy, the policy began pushing for the involvement of the police force and military in drug prohibition efforts. The government did believe that blacks or minorities were a cause of the drug problem. They concentrated on inner city poor neighborhoods, drug related violence, they wanted to publicize the drug war which lead Congress to devote millions of dollars in additional funding to it. The war on drugs targeted and criminalized disproportionably urban minorities. There for, “War on Drugs” results in the incarceration of one million Americans ...
Jonathan Kozol revealed the early period’s situation of education in American schools in his article Savage Inequalities. It seems like during that period, the inequality existed everywhere and no one had the ability to change it; however, Kozol tried his best to turn around this situation and keep track of all he saw. In the article, he used rhetorical strategies effectively to describe what he saw in that situation, such as pathos, logos and ethos.
It was Steve Jobs who made Apple leave the garage and make leaps and bounds in the world of technology. Steve Wozniak made the first prototype, but it was Jobs who “saw the potential” in his computer and persuaded Wozniak to sell it (Peterson 106). Even though that first computer saw very little success, Jobs knew that Apple had potential and so released the Apple II. From the beginning Jobs knew what the consumers wanted, and where computers were going to take the world; he had a vision of the opportunities in technology and saw that Apple needed to move in a different direction. In 1984, one year before he left, Jobs finished the Macintosh computer system. He was pushed from his original computer design project, “the Lisa”, and then raced to release the Mac first, but the Lisa was released to the public first. Although the Lisa came out first, the Mac “[became] synonymous with Apple, mark[ing] a…revolution in…personal computing,” (Peterson 106).
The concept of the brand is built around the slogan 'Think different’ (Linzmayer, 2004). A. BACKGROUND History The history of Apple began thirty years ago, when the two friends, Steve Jobs and Steve Wozniak decided to found their own company for the production and release of computers. The company not only produces the number of highly technological devices, but also has a great brand ideology lying behind.
Steve Jobs and the entire Apple Corporation represent the epitome of simplicity. Jobs was a transcendentalist from the start, after dropping out of college and touring the world under the influence of multiple psychedelics, Jobs founded the Apple company, a company built for the future and built around simplicity. Each apple product is sleek, simple and sets the standard for other tech companies. A pillar of transcendent life is simplicity, without the unnecessary frills and excess. Apple and Steve’s former designs represent this without fault by utilizing simple colors, appealing lines and structure and polished