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The company had not only a new logo, but a new name.
公司现在不仅有了新的标识，还有了个新名字。
No longer was it Next. It was NeXT.
它不再叫Next，而变成了NeXT。
Others might not have understood the need to obsess over a logo, much less pay $100,000 for one.
其他人也许还不明白重视标识的必要，更不会为了一个标识花上10万美元。
But for Jobs it meant that NeXT was starting life with a world-class feel and identity, even if it hadn't yet designed its first product.
但对于乔布斯来说，一个好的标识意味着NeXT正在以世界级的感觉和身份起步，尽管它还没有设计出自己的第一款产品。
As Markkula had taught him, a great company must be able to impute its values from the first impression it makes.
马库拉曾教过他，一家伟大的公司必须从给人的第一印象就映射出自己的价值观。
As a bonus, Rand agreed to design a personal calling card for Jobs.
作为免费赠品，兰德同意为乔布斯设计个人名片。
He came up with a colorful type treatment, which Jobs liked,
兰德想出了一个颜色丰富的解决方案，乔布斯很喜欢，
but they ended up having a lengthy and heated disagreement about the placement of the period after the "P" in Steven P.Jobs.
但是在“Steve P.Jobs”这个名字的字母P后面的缩写符位置问题上，两人产生了长久而激烈的分歧。
Rand had placed the period to the right of the "P.", as it would appear if set in lead type.
兰德想把缩写符的位置靠右放一点儿，这样用铅字印刷的时候，这个符号就会比较清晰。
Steve preferred the period to be nudged to the left, under the curve of the "P.", as is possible with digital typography.
史蒂夫比较喜欢缩写符离P更近一点儿，就放在“P”的曲线下，比较适合数字排版。
"It was a fairly large argument about something relatively small," Susan Kare recalled. On this one Jobs prevailed.
“就这样，一件小事情引发了非常大的争论。”苏珊·卡雷回忆道。这一次，乔布斯占了上风。
In order to translate the NeXT logo into the look of real products, Jobs needed an industrial designer he trusted.
为了将NeXT标识完全体现在真实的产品中，乔布斯需要一位值得信任的工业设计师。
He talked to a few possibilities, but none of them impressed him as much as the wild Bavarian he had imported to Apple: Hartmut Esslinger,
他和几位可能的人选谈了谈，但是没有人比他推荐给苹果公司的巴伐利亚狂人哈特穆特·艾斯林格更合适。
whose frogdesign had set up shop in Silicon Valley and who, thanks to Jobs, had a lucrative contract with Apple.
艾斯林格的青蛙设计公司在硅谷设有工作室，由于乔布斯的缘故，斯林格和苹果公司签订了合同，收入颇丰。
Getting IBM to permit Paul Rand to do work for NeXT was a small miracle willed into existence by Jobs's belief that reality can be distorted.
说服KM公司允许保罗·兰德为自己设计NeXT标识，是乔布斯相信现实能被意志扭曲的一次小小奇迹。
But that was a snap compared to the likelihood that he could convince Apple to permit Esslinger to work for NeXT.
然而，与接下来说服苹果允许艾斯林格为NeXT工作相比，这要算是很容易的事情了
This did not keep Jobs from trying.
但这并没有阻止乔布斯去尝试。
