Interesting to compare the typographic treatments to those used by the UK clothing retailer, Next Plc (http://en.wikipedia.org/wiki/Next_plc) - a ubiquitous UK highstreet brand since the 1980s.
The white Caslon/Trajan style all caps on a black background that Rand showed on one page of this document (top of page 77 of the original, page 5 of the PDF) pretty much was the Next retail logo from 1991 to 2007.
The white Caslon/Trajan style all caps on a black background that Rand showed on one page of this document (top of page 77 of the original, page 5 of the PDF) pretty much was the Next retail logo from 1991 to 2007.