The Truth Behind the Apple Logo
Logos are one the most significant elements of a brand image since they appeal to the visual memory of the customers. Maybe one of the most iconic and well-known brand logos ever is Apple’s logo which is bitten apple.
There are lots of rumors and tales concerning with Apple logo. Some of them refer to Isaac Newton whereas some of them refer to Alan Turing who is a mathematician, computer scientist, and the main character of The Imitation Game’s plot. However, the truth is completely different than the stories spreading around. The truth is that:
Steve Jobs decides that they need a new logo for Apple Computer Inc when they still use the first logo and goes to Regis McKenna’s brand agency for the new Apple Computer Inc. logo.
At that time McKenna’s agency employs a fresh graduate designer: Rob Janoff. Regis McKenna assigns this new logo project and Rob starts working on this project. After creating many alternative designs, Rob put a basket on the table and fill it with apples to inspire and think concretely. He asks himself a simple question: What do we do with an apple? The answer is clear. Biting! He takes a bite from the apple and goes with the idea of the bitten apple so the customers can distinguish the apple from the cherry. A whole apple and a cherry look alike but bitten apple is obviously is apple. That’s all the story the behind famous Apple logo.
Alright, we know why the apple is bitten but why Rob Janoff uses colorful stripes on the bitten apple logo? We hear the answer to this question from his book, as well. Computers were not common among the majority in the 70s and computers were massive, industrial, and not user-friendly image. He wants to disrupt this negative image and create an appealing logo for a personal computer brand and he uses rainbow colors to create an energetic logo in this manner. If you would like to know more about this topic, you can read the book “Taking a Bite out of the Apple” written by Rob Janoff.
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References
Taking a Bite out of the Apple: A graphic designer’s tale (Hearing Others’ Voices) 2019.
Robjanoff.com
