In 1986, Jobs recruited the famous graphic designer Paul Rand to create a brand identity for $100,000. Jobs recalled, "I asked him if he would come up with a few options, and he said, 'No, I will solve your problem for you and you will pay me. You don’t have to use the solution. If you want options go talk to other people.'" Rand created a 20-page brochure detailing the brand, including the precise angle used for the logo (28°) and a new company name spelling, NeXT.