It used Apple’s new San Francisco typeface which replaced Myriad on all their operating systems and print materials.Apple Watch Series 7 made its public debut earlier this week ahead of a launch sometime this year. With this change, Apple’s typography was updated in 2015 with the release of the Apple Watch. No styling, no fancy additions, just a flat logo that look the same from the MacBook lids to the iPhone’s manuals to the Apple store. It meant no matter where you saw the Apple logo, it would look exactly the same. Essentially, Apple went back to using their monochrome logo from the 90s and it is now the logo you and I see most often being used by Apple. Although this wasn’t the only style Apple used at the time, it was a step in the right direction to create a uniform logo (and brand) across different platforms and materials.Īround 2013, Apples design shifted from three dimensional to two dimensional, which meant for a flatter logo. It was used on their website, advertisements, iOS startup and shutdown and print. There was this tug-of-war between using the flashy aqua logo and the flat monochrome logo until Apple made an effort to streamline these two styles. Products like the iPod and Mac mini still used the monochrome logo along with printed materials like brochures and software packaging. Though there was a new logo, Apple didn’t always use their aqua logo. Two years later the typography was once again revised from Gill Sans to Myriad. Its aqua interface meant Apple could design a new logo to match, and that started the aqua Apple logo era. In 2001 these inconsistencies were addressed with the release of Mac OS X. This time period was awkward for the Apple logo as it appeared monochrome on their PowerBooks but was stylised with colour and translucence on the iMac and iBook, and the operating system was still using the rainbow logo – which was beginning to look dated. In the 80’s they decided to shorten the phrase down to just ‘apple’. Over the years, Apple made some changes to the logotype to make it more stylish for advertising. In the early days the Apple logo was accompanied by the text ‘apple computer inc’ in the Motter Tektura typeface (designed by Otmer Motter – 1975). Now that the Apple logo had been developed to what we see today, Apple’s type underwent some changes too. This therefore made the printing costs very expensive. The printing process of printing colour stripes next to each other deemed risky as colours can bleed/overlap into one another and mix. However, there was a problem with this new and colourful logo. This rainbow logo was used for the launch of the Apple 2 in 1997. Janoff added the coloured stripes to the apple because of the Apple 2’s colour capabilities. having removed a bite out from the apple, Janoff said he also included the bite for scale, so people would see it as an apple and not a cherry. This helped Janoff get the idea that a bite should be taken out of the apple. He used Apples’ play-on words that had previously been used in advertising for the Apple 1 – “Byte into an Apple…”. Rob Janoff started with a silhouette of a black apple on a white background, but something was missing. Jobs eventually asked Rob Janoff to design a new logo that gave Apple a fresh and modern look before the launch of the Apple 2 which to be launched in April 17th 1977. It was simply too complicated to reproduce on computers and on smaller sizes. Instead, he argued that Apple should have a more stylish logo and that this illustrative style may have been a reason for the slow Apple 1 sales. Although this logo had some artistic value, Steve Jobs wasn’t a big fan.
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