The genesis of the world famous apple logo (2)
The rainbow colored logo came about shortly before the launch of Appleís second computer - the Apple II. The bite in the apple and the rainbow colors were added after some consideration. And the new logo was a rather costly matter, but Steve Jobs forced the multi-colored logo through. It is said to be Steve Jobs who advocated that Apple should have a more stylish logo, according to several different sources, on the transition to the well known rainbow colored logo. According to the author of "The Little Kingdom: The Private Story of Apple Computer", Michael Morritz, Steve Jobs actually believed, that the logo could be part of the reason for the slow sale of the Apple I [3]. According to Owen Linzmayer, author of "Apple Confidential", Steve Jobs believed the logo was much too intellectual and wasn't suited for reproduction in small sizes. It's plausible that this is the reason, that Steve Jobs in April 1977 [4] asked Rob Janoff, art director of the advertising company Regis McKenna Advertising, to design a new logo. The advertising company Regis McKenna, wasn't picked by coincidence to design the new logo. This company had helped for example Compaq, America Online, Intel and other computer companies through their early years [5]. Apple II was to be launched on April 17th 1977 [6] at West Coast Computer Fair, so it was about time work on the new logo started. The bite of the apple According to Linzmayer, Rob Janoff started with a silhouette of a black apple on a white background, but felt that something was missing. A play on words that Apple previous had used in advertising for the Apple I, may have helped Janoff to the idea that a bite should be taken of the apple (playing on "taking a bite of the Apple", where "bite", is pronounced the same as the computer expression "byte" (as in Megabyte). The bite in the apple also meant the the logo no longer looked like or was confused with a tomato, Janoff has told [7].Bill Kelley, also working for Regis McKenna Advertising, remember the history of the bite of the apple a bit different. He says that the bite was symbolic of acquire knowledge (as a biblical reference to eating of the apple of the tree of knowledge). [8]The apple logo appears in this manual for Apple I, without the characteristic bite:
![]() ![]()
02-07-2002, kl. 22.14 - Kategori: Historisk Set
Skriv en kommentar
![]()
29-09-2017, 18.20 - Rygte
![]()
28-08-2017, 20.33 - Rygte
|