Apple is Marketing their New Store with a New Logo was recently updated to coincide with the opening of the new Michigan Avenue Apple store in Chicago. They’ve actually gone as far to give it a prime location on the homepage. What’s more interesting though is the beautiful variant of the Apple logo they are using to market it.

The logo is clearly a rendition worked on by Matthew Hoffman, the artist who collaborated with Apple on their new Chicago city anthem to celebrate the store’s opening. I highly doubt they will use this variant anywhere else but for this store, but I absolutely love it. The logo helps highlight the philosophy behind the new store, being a stunning open space for creatives to work on the next big things.