Visual Literacy in Business/Cgd 218

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The Apple Logo/Visual Identity

CGD 218/Visual Literacy in Business

February 9, 2009

Apple, Inc. has revolutionized personal computing since its founding in 1976 by Steve Jobs, Ronald Wayne and Steve Wozniak. For more than 30 years, Apple, Inc. has introduced groundbreaking products and accessories that truly defy the technological barriers. It has now become one of the world’s most famous computer brands and has introduced innovative products such as iPods, Macintosh, Mac laptops and QuickTime. The logo for Apple, Inc. F.K.A as Apple Computers, Inc. is possibly the most recognizable logo in history. For the past three decades, Apple, Inc. has been the pioneer in the computing industry with its landmark products. In the late 1970’s, the founders Steve Jobs, Ronald Wayne and Steve Wozniak introduced Apple Computers, Inc. to the American public. I was only a year old when the company was established and was familiar with their products growing up as a child. I do not have a distinct moment in my childhood that stands out relating to the Apple Computer however by the time I could understand the concept of computers Apple was already a household name. From the 1970’s to today, the company has experienced many transitions. From the dismissal of its co-founder Steve Jobs in 1985 to the updating of the company logo in 1997 to the changing of the company name in 2007 however even with the changes Apple has still remain a powerhouse in the industry.

The first logo of Apple Computer, Inc. depicted Isaac Newton under an apple tree deep in contemplation. It was designed by the co-founder Steve Jobs and Ronald Wayne in 1976. “It was inspired by a quotation by Wordsworth that was also inscribed into the logo that said: Newton...a mind forever voyaging through strange seas of thought with Apple Computer Co on the ribbon banner ornamenting the picture frame”. (Harold, 2007, para. 2). The logo changed altogether in 1977 to a rainbow bitten apple as Steve Jobs...
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