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 Computer 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, QuickTime, etc.
Beyond its strong line of pioneering products, lies an interesting and powerful corporate identity. Apple is probably the only company not to use its name in its logo. Yet, the Apple logo is one of the most recognized corporate symbols in the world. The first Apple logo was designed by Jobs and Wayne in 1976, featuring Isaac Newton sitting under an apple tree. 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 a ribbon banner ornamenting the picture frame.
That Apple logo was immediately changed by designer Rob Janoff into a multicolored apple with a bite taken out off its right side, better known as the “rainbow apple”. This was done to commemorate the discoveries of gravity (the apple) and the separation of light (the colors) done by Isaac Newton and possibly to tribute the ‘fruit of the Tree of Knowledge’ in Adam and Eve’s story. Even the term ‘Macintosh’ refers to a particular variety of an apple. But certain speculations exist about the proper meaning of the Apple logo. Some believe that the ‘rainbow colored’ Apple logo was used to advertise the color capability of the Apple II computer. Others, like author Sadie Plant of Zeroes and Ones, considers the Apple logo as homage to Alan Turning, the father of modern computing, who committed suicide using a cyanide-laced apple.
For the last few years, the Apple logo has appeared in various colors (aqua color scheme was famous among all). But now Apple has discontinued the use of bright colors in the Apple logo, instead opting for white and raw-aluminum color schemes. The polished chrome logo seems to fit ideally. The silvery chrome finish in the new Apple logo is consistent with the design scheme and freshens up the icon. For whatever reason Apple Inc. had to revamp its logo, the new Apple logo got a hearty endorsement by the customers and critics around the world. It can widely be seen on all Apple products and retail stores; and has become one of the world’s most renowned brand symbols.
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