Visual Identity: the Evolution of the Apple Logo

In: Computers and Technology

Submitted By mgreen723
Words 380
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Visual Identity: The Evolution of the Apple Logo

I can remember it vividly – a small rainbow-colored logo that looked like a partially eaten apple affixed to the computer I was using in my sixth grade computer class. The year was 1988, at the beginning of the personal computer age. Since that time, I have associated that logo with everything gadget related. Not realizing at the time how recognizable that little logo would become, Apple, Inc. has joined the ranks of companies like McDonald’s and Coca-Cola in designing the most memorable logos of our time. The Apple company was co-founded by Ronald Wayne in 1976, and the first Apple logo was designed (Klara, 2011). The first logo “resembled a Jethro Tull album cover – a woodcut of Sir Isaac Newton, with an apple dangling over his head and the tagline: ‘A mind forever voyaging through strange seas of thought….alone’” (Klara, 2011). Co-founder Steve Jobs felt the logo was too outdated and hired Rob Janoff to design a new logo in 1977 (Klara, 2011). Janoff created the famous partially-eaten ‘rainbow apple’, which remained the Apple logo for 22 years (Klara, 2011). In 1998, the millennial apple was unveiled and it remains the current logo (Klara, 2011). The basic design of the logo is quite simple, and Apple, Inc. is one of the only companies in the world that does not use the company name in the logo. Some speculate that the basic concept of the logo, initially, was to pay homage to Sir Isaac Newton and his brilliant mind. Hence, the quote by Wordsworth inscribed on the original logo: ‘Newton…a mind forever voyaging through strange seas of thought’. This quote actually encompasses the spirit of the Apple corporation today. Apple, Inc. has taken personal computing to a whole new level with the advent of products like the MacBook, the iPod, and the iPhone, just to name a few. The minds who have…...

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