Apple Computer Inc. was born in a garage in Los Altos, California, in 1976 when Steve Jobs, Steve Wozniak, and Ronald Wayne set out to change the world with personal computing. They launched the Apple I, a revolutionary product that kickstarted the personal computer era.
Jobs and Wozniak’s vision and innovation quickly propelled Apple from a small startup to a key player in the tech industry. With groundbreaking products like the Macintosh, iPod, iPhone, and iPad, Apple has continually redefined technology, creating a strong alliance between design and functionality in ways that have transformed how we live and work.
1976: The First Apple Logo
The story of this famous logo begins in 1976, not with the sleek, minimalist apple we recognize today, but with a complex illustration. The first logo, created by co-founder Ronald Wayne, depicted Isaac Newton sitting under an apple tree, complete with a quotation from Wordsworth. Fortunately, this intricate design was short-lived, as Apple’s co-founders Steve Jobs and Steve Wozniak quickly realized the need for a more scalable and impactful logo.
1977: The Striped Apple Logo Appears
In 1977, after Ronald Wayne left, the company also dropped his first logo of Isaac Newton. At this point, Steve Jobs asked Rob Janoff, to design a new logo that fit the new company’s innovative and simple style better.
Working as Creative Director at Regis McKenna agency, Janoff came up with the now-famous rainbow-striped apple with a bite taken out of it. The story says that he took about 2 weeks to create the design, just in time for the release of the Apple II in April 1977.
We’ve heard so many stories and rumors about the meaning of the bite on the famous apple. The truth here is simpler than everybody thinks: according to the designer, the bite made sure people didn’t confuse it with a cherry. At the same time, there is no hidden symbolism behind the choice of color palette, the rainbow stripes highlighted the Apple II computer’s ability to show colors on a monitor—a big deal back then.
And finally, over the almost 50 years of the existence of this company and its most famous logo, many have asked what does the apple symbolically stand for. And once again, the answer is rather straightforward. As confirmed by Steve Jobs himself in a press conference in 1981 “I love apples and like to eat them. But the main idea behind Apple is to bring simplicity to the public in the most sophisticated way possible, and that’s it, nothing else.”
Jobs simply liked apples and the simplicity they symbolize, so that’s what he chose as a symbol for his tech company (the Mcintosh is indeed an apple variety!)
1984: The Apple on its Own
In the lead-up to the 1984 Macintosh debut, Apple decided to give its logo a facelift, in collaboration with the agency Landor & Associates (and the most famous 1984 Super Bowl Commercial by agency Chiat/Day, directed by Ridley Scott).
With this revamp, the apple kept its core design but made subtle changes in its color palette and contours. This version notably dropped the company’s name, letting the iconic apple stand alone. This design choice carried Apple through significant milestones, including the time when Steve Jobs was pushed out of the company in 1985. It became a hallmark of Apple’s branding, planting the seeds for the iconic image of the company we know today.
In 1984, another key design decision in Apple’s branding was the introduction of a variant of the ITC Garamond font in their advertising campaigns, later renamed Apple Garamond (which inspired us to create our version called Advercase). The iconic font will appear on all branding materials, commercials and ads, becoming one of the best known and most recognizable branding features of the company.
In the following years, thanks to the return of Steve Jobs, more and more importance will be given to branding and the sophistication of the message the company used to communicate with its customers.
1998: A New Monochrome Design
In 1997, Steve Jobs made a dramatic return to Apple, ushering in a period of renewed innovation and focus. Following his comeback, Apple took a bold step in 1998 by introducing a new, monochrome logo in sleek black.
This marked a significant departure from the previous rainbow design, symbolizing a fresh start and a refined vision for the company. This change coincided with the launch of groundbreaking products like the iMac, reflecting Apple’s commitment to simplicity, elegance, and cutting-edge technology. Jobs’ return and the logo’s transformation were pivotal moments that helped redefine Apple’s identity and set the stage for its future successes.
2001: Silver & Chrome
In 2001, alongside the groundbreaking launch of the iPod, Apple introduced a refreshed logo that featured a chrome texture design in silver, moving away from the flat monochrome emblem, symbolizing the company’s commitment to elegance and advanced technology. This evolution in the logo’s appearance marked a significant chapter in Apple’s story, reflecting its stride into the digital age with a focus on sophisticated, user-friendly devices under the revitalized leadership of Steve Jobs.
At this time the company abandoned the iconic Apple Garamond and started using Myriad Pro, a font created by Robert Slimbach and Carol Twombly for Adobe Systems. As a corporate font, Myriad had some great advantages, it was cleaner, scalable, neutral and easy-to-use in all widths and weights – in a nutshell, it was perfect for digital design. The font communicated very clearly the approach the company was taking, in the commitment to innovation and in sophistication and elegance as the main values for the design approach of the company.
2007: A New Glass Texture
In 2007, coinciding with the launch of the revolutionary iPhone, Apple’s logo underwent another subtle yet impactful transformation.
This time, the emblem adopted a glass-inspired texture, moving away from the previous chrome finish. This new design, with its glossy, reflective surface, perfectly complemented the sleek, innovative feel of the iPhone and other products of that era.
The glassy texture not only signified Apple’s foray into the smartphone market but also echoed the company’s focus on clean, refined, and user-centric design. This iteration of the logo underscored the company’s commitment to pushing the boundaries of technology while maintaining a keen eye on aesthetic appeal.
2017-Today: A Return to the Flat Logo in 3 Color Variations
In 2017, Apple introduced a refreshed version of its iconic logo, marking another milestone in the brand’s visual identity. This latest iteration embraced a more substantial, flat matte finish, aligning with the company’s leadership in minimalist design and its contemporary aesthetic principles. Presenting a sleek, monochromatic look in white, black and grey, this logo variation enhances the sophisticated feel of Apple’s product lineup, from the cutting-edge iPhones to the sleek MacBooks.
At the same time, the company has introduced its new bespoke font, San Francisco, or SF Pro. The change comes after Apple used Helvetica Neue as their new font for about two years, before introducing their own font, which is now the official corporate font of the tech giant.
This last update reflects the company’s enduring commitment to innovation, simplicity, and the seamless integration of technology into everyday life. These are the values that have made Apple the company we know today.
Iconic Apple Print Ads and Graphic Design
Apple’s approach to print ads and graphic design has been a key part of its brand identity, focusing on simplicity and impact. The early advertisements for products like the Apple II and Macintosh were minimalist but striking, showcasing the products with clear, compelling visuals and minimal text. This simplicity made the ads stand out and effectively communicated Apple’s core values.
As Apple’s product range expanded, this design philosophy continued to shine. The “Think Different” campaign is a fantastic example, using powerful imagery and sparse text to evoke a sense of innovation and creativity. Similarly, the iPod ads with silhouetted figures captured the essence of the product in a fun, accessible way, emphasizing the music experience without clutter or complexity.
Through these ads, Apple has consistently communicated its commitment to design and ease of use. The careful balance of imagery and text in their advertising has not only made their messages clear but has also reinforced Apple’s reputation as a leader in design excellence.
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We hope you enjoyed the story of one of the most iconic logos of the past 50 years. What we liked about it is the simplicity behind every choice, the genuine strive for quality and accessibility that has made the fortune of the tech giant.
Whether you read the story just out of curiosity, or maybe because you are looking for inspiration for your next project, we want to recommend you to check out more interesting stories of branding, logos and how great companies have built their identities over the years!
