Apple Logo Paper
Visual Literacy in Business
August 15, 2010
The Apple icon is probably one of the most recognizable logos I can recall. From the rainbow colored version designed by Rob Janoff and implemented in 1976, to the slick silver monochromatic version used today, it clearly conveys the Apple brand without so much as a word spoken about it. With simplicity of design, lack of mentioning the company name in print, its underlying message of “fresh” and an edge of anarchy, Apple clearly achieved what few companies have in history. They made us all think of them when we see a silver bitten apple. I was probably first introduced to Apple in the mid eighties by my techie nerd boyfriend at the time, who absolutely loved computers. It was a toss-up between going with Apple computers or going with the Amiga. Amiga won because it talked. The original Apple emblem included a drawing of Isaac Newton under the proverbial apple tree. The Isaac Newton logo was eliminated about 1 year after the company began, because the logo was considered too complicated, old fashioned, and too difficult to see the details without being so large it was impractical (The Apple Museum, Apple Facts). The logo, being simple and basic in design, also conveys a fresh approach to home computer use. Meaning that, the user could expect to have a much easier time setting up and running the computer. With Apple, the commands are icon based instead of command driven which can get very complicated for the average user like me. In the movie, Forrest Gump, we watched Forrest receive his check from Apple due to his typically accidental investment in the start up of the company. I remember seeing the rainbow Apple logo and knowing immediately what company they were inferring, without them ever having to expound on it. It is so affixed on our subconscious that they do not even add the name of the company on the logo. I believe the creators...
References: Berger, A. (2008). Seeing is Believing: An Introduction to Visual Communication.
New York: McGraw Hill
O’Barr, W. (2010). The Interpretation of Advertisements. Advertising & Society Review
Advertising Educational Foundation 7:3 Retrieved August 15, 2010 from
Foljanty, L. Apple Museum. Retrieved August 16, 2010 from
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