Company: Apple Inc.
Design: Rob Janoff, McKenna Advertising
Original Design Created: 1976
Logo Type: Symbol, Found Mark

Apple is one of the most recognizable brands in the world today. Let’s take a closer look at what makes the Apple logo design so successful.

The Concept: When you think of computers you instantly picture a bowl of fruit, right? Of course not, and that is exactly what Apple had in mind when their logo was designed. Using a found object, such as an apple, to represent the computer manufacturer makes it instantly memorable.

The symbology of the apple also holds well-known connotations of being healthy and wholesome. While the bite out of the apple gives a biblical allusion to sin or the discovery of knowledge.

Apple made use of their bitten apple logo through their first commercial slogan when the company told consumers to “Byte into the Apple”. This play on words gave consumers the first glimpse of the relationship between computers and the now iconic fruit logo.

Apple Logo Evolution

The Execution: Rob Janoff, the designer of Apple’s logo, created a simple and effective logo that has stood the test of time. Though, like most logos, it has been refreshed over the years. (Gone are the days of the rainbow stripes inside the apple, which were said to help humanize the company in its early days.)

Leaf Direction

Proximity

Janoff uses unity through proximity to unite the base of the apple with the leaf that hovers above the base without actually touching it. This gives the logo an open and sophisticated feel. The upturn of the leaf from left to right relays a positive feeling to the viewer. The bite out of one side of the apple creates an asymmetrical design that distinguishes it from other apples.

Apple prides itself on their simple and elegant product designs, which are values that have been successfully distilled into their logo. The Apple logo also passes crucial logo design requirements: it is scalable; it works in black and white (as you can see above); it is simple; it is timeless; and it is memorable.

This is one of my favorite logo designs because of its simplicity and because the branding has been so well executed. This logo has definitely become a modern day classic.