Apple Inc.Apple Inc.

Less is more Less is more

Prof. Craig JacksonProf. Craig JacksonHead of Psychology DivisionHead of Psychology Division

BCUBCU

craig.jackson@bcu.ac.ukcraig.jackson@bcu.ac.ukhealth.bcu.ac.uk/craigjacksonhealth.bcu.ac.uk/craigjackson

BlahBlah

BlahBlah

It was back in the seventiesIt was back in the seventies

Counter-culture meets Business-cultureCounter-culture meets Business-culture

Inspires passionate argumentInspires passionate argument

Strong feelings both FOR and AGAINST apple principlesStrong feelings both FOR and AGAINST apple principles

Mac design principles Mac design principles

““Magic Cap”Magic Cap”

MetaphorMetaphor

Visual MetaphorVisual Metaphor

Historical significance of the appleHistorical significance of the apple

Greek MythologyGreek Mythology

Atalanta – daughter of Hades. Atalanta – daughter of Hades.

Melanion won her hand in a footrace – used three Melanion won her hand in a footrace – used three

golden apples to cheat.golden apples to cheat.

Eris (strife and discord) gave Zeus golden apple to Eris (strife and discord) gave Zeus golden apple to

give to the fairest woman. Apple of Discord.give to the fairest woman. Apple of Discord.

Nymphs guarding the tree bearing golden apples Nymphs guarding the tree bearing golden apples

given to Hera when she married Zeusgiven to Hera when she married Zeus

Biblical significance of the appleBiblical significance of the apple

Book of GenesisBook of Genesis

Forbidden fruit (although the apple is not named)Forbidden fruit (although the apple is not named)

Renaissance painters took libertiesRenaissance painters took liberties

KnowledgeKnowledge ImmortalityImmortality

TemptationTemptation The fall of manThe fall of man

Sin itselfSin itself

Latin ambiguity – Latin ambiguity – MalumMalum

Adam’s AppleAdam’s Apple

Germanic & Norse PaganismGermanic & Norse Paganism

Idunn provides apples to the godsIdunn provides apples to the gods

Eternal youthfulnessEternal youthfulness

Nehalennia Norse goddess sometimes Nehalennia Norse goddess sometimes

pictured with applespictured with apples

Similar Irish parallels Similar Irish parallels

Skald (Norse poets) Thorbion Brunarson Skald (Norse poets) Thorbion Brunarson

““Food of the dead”Food of the dead”

Emotional Responses to seeing the logoEmotional Responses to seeing the logo

PositivesPositives

NegativesNegatives

JealousyJealousy

CaliforniaCalifornia

““It’s not Microsoft”It’s not Microsoft”

GreedGreed

EnvyEnvy

TemptationTemptation

Mac Users Mac Users

Symmetry and Almost-SymmetrySymmetry and Almost-Symmetry

Best logos not quite symmetricalBest logos not quite symmetrical

One small deviation from perfectOne small deviation from perfect

Psychology behind a great logoPsychology behind a great logo

1.1.Know the companyKnow the company

2.2.Know your design strengthsKnow your design strengths

3.3.Logo should be demonstrativeLogo should be demonstrative

4.4.Lines, shapes and formLines, shapes and form

5.5.Avoid clichéAvoid cliché

6.6.Simple yet memorableSimple yet memorable

7.7.Use clever visual devicesUse clever visual devices

8.8.Use vector softwareUse vector software

9.9.Get objective opinionGet objective opinion

10.10.Try it in different formatsTry it in different formats

Some other brandsSome other brands

Some other brandsSome other brands

Some other brandsSome other brands

Some other brandsSome other brands

Some other brandsSome other brands

First LogoFirst Logo

Designed in 1976 by Ronald Wayne(third co-founder of Apple)

Depicts Isaac Newton sitting under a treeApple dangling above his head

Outside border reads, “Newton… A Mind Forever Voyaging Through Strange Seas of Thought ...Alone.”

Wordsworth

Second Logo 1976-1998Second Logo 1976-1998

Designer Rob Janoff came up with something more modern

Janoff’s eventual design would go on to become one of the most iconic and recognizable corporate logos in history

The “bite” in the logo was to help people identify it as an apple, and not a tomato or cherry

(bite/byte) 22 years is a record

“The symbol of lust and knowledge, bitten into, all crossed with the colours of the rainbow in the wrong order. You couldn’t dream a more appropriate logo: lust, knowledge, hope and anarchy.”

Jean-Louis Gassée, former Apple CEO

Rob JanoffRob Janoff

Created apple logoCreated apple logo

Art director at advertising and public relations firm Regis McKenna

Designed it with a bite for scale, so people get that it was an apple not a cherry

Also it was kind of iconic about taking a bite out of an apple.

Something that everyone can experience.

AccessibilityAccessibility

Gay Rights MovementGay Rights Movement

Monochrome Logo 1998-presentMonochrome Logo 1998-present

Jobs returned to Apple in 1997

Tinkering with one of the most recognizable logos in the world wasn’t done simply because Steve Jobs is always looking to change things up.

Experimenting with larger logos to make it more prominent.

If the shape of the Apple logo was universally recognizable, why not put it where people could see it?

Chrome OverhaulChrome Overhaul

Classic logo becomes metallicClassic logo becomes metallic

Old logo looke dout of place on monochrome kitOld logo looke dout of place on monochrome kit

Akin to work by Hajime SorayamaAkin to work by Hajime Sorayama

Airbrushed metallic erotic portrayals of femalesAirbrushed metallic erotic portrayals of females

Sexy Robot 1983Sexy Robot 1983

Fetishism?Fetishism?

Seduction link?Seduction link?

The Turing MythThe Turing Myth

Alan TuringAlan Turing

Small evolutionSmall evolution

BlahBlah

BlahBlah

Contrast this with QuicktimeContrast this with Quicktime

Constantly changesConstantly changes

ObjectificationObjectification

ObjectificationObjectification

ObjectificationObjectification

ObjectificationObjectification

ObjectificationObjectification

HomageHomage

MinimalismMinimalism

Work stripped down to Work stripped down to

fundamental featuresfundamental features

Extreme simplicityExtreme simplicity

Music, art, design, architectureMusic, art, design, architecture

Frank StellaFrank Stella

Donald JuddDonald Judd

Eric WatsonEric Watson

Dan FlavinDan Flavin

MinimalismMinimalism

The logo is used sparingly

“As I type this on my MacBook, an iPad and iPhone on

the desk before me, the only Apple logo visible to my

eyes is the small one in the top left-hand corner of my

computer display.”

It uses the logo effectively

It shouldn’t work – but as a consequence it doesIt shouldn’t work – but as a consequence it does

““Less is more” – Ludwig Mies van der RoheLess is more” – Ludwig Mies van der Rohe

MinimalismMinimalism

MinimalismMinimalism

MinimalismMinimalism

Making it fleshMaking it flesh

Spoils the beautySpoils the beauty

Distillation of purityDistillation of purity

From Hi tech to carbonFrom Hi tech to carbon

From bits to atomsFrom bits to atoms

What slogan?What slogan?

Logo so effective we forget the slogans

“Byte into an Apple" used in the late 1970s

“Think Different” 1997–2002("think" is a verb, which is modified by adverbs; therefore the adverb "differently" should be used, not the adjective "different”)

"iThink, therefore iMac" used in 1998

"Say hello to iPhone“ used in 2008

A few words about fonts . . .A few words about fonts . . .

Motter Tektura Motter Tektura

Designed by Othmar Motter in 1975Designed by Othmar Motter in 1975

Look familiar?Look familiar?

A few words about fonts . . .A few words about fonts . . .

This text is standard Garamond This text is standard Garamond

1984 onwards1984 onwards

Myriad and Podium SansMyriad and Podium Sans

2002 onwards2002 onwards

Slimbach & Twombly for AdobeSlimbach & Twombly for Adobe

Litigation & AppleLitigation & Apple

New York CityNew York City

Litigation & AppleLitigation & Apple

The Beatles and Apple CorpThe Beatles and Apple Corp

It’s not a shopIt’s not a shop

ClinicalClinical

Beyond retailBeyond retail

ReligiosityReligiosity

CultCult

TempleTemple

CubismCubism

ZenZen

ContemplativeContemplative

MinimalMinimal

AltersAlters

BirminghamBirmingham

Anne Summers?Anne Summers?