A Visual Analysis of Apple

Presented by Adrian Erlenbach, Kaylee Hyman, Jami Baker and Erin Hughes

About Apple

Established in 1976 by Steve Jobs at the beginning of the personal computer revolution. Goal was to create an inexpensive and simple to use computer. The companys iconic logo, an apple with a bite taken out of it, is now one of the worlds most recognizable corporate symbols.
(Source: www.apple-history.com)

Apples Mission
Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet o erings.
(Source: Apple.com)

Why an Apple?

While Apple has never o cially commented on the inspiration for its logo, the public has many theories:

Steve Job used to work on an Apple Farm. Apples are Steve Jobs favorite fruit. Named after Beatles Album titled Apple. Biblical symbolism: Adam and Eve, creationism,etc. They just couldnt think of anything better.

According to the original designer, the bite in Apples logo simply was added to make it look more an Apple. Also a play on words (bite/byte... get it?).
(Source: www.apple-history.com)

30 years of Apples
1976
The Newton Crest: Apples original logo, Designed by graphic designer Ronald Wayne.

30 years of Apples
1976-1998
The Rainbow: The rst actual apple. Created by designer Rob Jano .

30 years of Apples
1998-present
The Monochrome Logo: Symbolized a corporate identity overhaul for Apple. Has been modi ed slightly over the years.

Brand Recognition

The Apple logo is now one of the most recognizable corporate brands on the planet.

Brand Recognition

The Apple logo is now one of the most recognizable corporate brands on the planet.

Brand Recognition

The Apple logo is now one of the most recognizable corporate brands on the planet.

Brand Recognition

The Apple logo is now one of the most recognizable corporate brands on the planet.

Visual Cues
Example 1: Apple Commercials.

White Space-Plain white background adds simplicity. Balance-The men are the same height, and PC always stands on the left, Mac on right. Contrast-Mac is young, laid-back, and casually dressed. PC is older, usually dressed up, and always socially awkward. Repetition and Consistency-Im a Mac, Im a PC always the opening line. Music is always the same. Ads always end with a picture of an Apple computer. Apple runs versions of this commercial all over the world. (Japan).

Example 1: Apple Commercials.

Visual Cues

Example 2: Apple Print Ad

Visual Cues

Source: www.macdailynews.com

Example 2: Apple Print Ad

Visual Cues

White Space-Plain white background adds simplicity. Balance-2-page magazine ad, with one computer on each page, adding symmetry, tting for power couple slogan. Contrast-Side-by-side black and white MacBooks add stark but attractive contrast. Proximity & Alignment-Attractive photos dominate the ad, with very little left-aligned text spanning both pages. Typeface-Adobe Myriad, Apples standard sans-serif font adds to ads simple, modern look

Example 2: Apple Product Packaging

Visual Cues

Example 2: Apple Product Packaging

Visual Cues

A packaging experience.

White (and Black) Space-Nothing on outside of box other than product name and photo. Very limited text in instruction materials. Organization and proximity-Three-step quick-start instructions are easy to follow and add to the user-friendly appeal Harmony-Sleek, minimalist packaging adds to the userexperience

Visual Critique
Positive Impressions
Modern, simplistic visual identity
re ects organizations mission to create well-designed products that are easy to use. Powerful, consistent design strategy creates a clear brand personality. Memorable messages and repetition creates brand recognition and resonance. One of the most successful, innovative corporate identities in the world.

Visual Critique
Extreme level repetition & consistency makes it hard for Apple to tailor message to diverse publics. For example: Young and trendy feeling of the brand makes it
less appealing to more-serious business users. Sleek, modern ads make Apple products seem expensive, alienating lower-income publics Microsoft Ad: Im not cool enough to be a Mac person

Negative Impressions

As a result of Apples high and mighty

approach to communication, Mac users can be perceived as stuck-up, cultish, etc.

Visual Critique
Mac-People vs. PC-People

Our Proposal:
Since Apples mission is to serve all types of publics (college students, designers, o ce workers, gamers, etc.), Apple should take steps to di erentiate its design approach with respect to some of its products and features, to seem more approachable to the publics it has alienated in the past.

Basically, for some of its products and publics, Apple should to try to look and seem a little less Apple.

Idea #1
Apple could: Design more down-to-earth ads to promote its most a ordable products (iPod Shu e, refurbished products, etc.) to lower-income publics like college students, or other individuals from less-privileged backgrounds.
Target these groups through less-expensive seeming ads (College
newspapers vs. GQ Magazine; Spanish-language radio stations vs. the Superbowl) Ads can still maintain many the minimalist design approach, just without seeming so stuck-up.

Idea #2
Apple could also: Design more informational, in-depth ads to address the concerns of gamer types.
Apples compatibility problems have been
xed for years, but some hightech publics still consider Apple products to be less powerful than PC and overrated. Apple could address such concerns with more print-heavy, technically oriented ads that tackle speci c misconceptions in nerdier language Make visual elements less artsy in appearance Run ads in specialized high-tech channels like gaming magazines, or adapt message to an exhibit at a gaming convention.

Inspiration
Image of Diversity
Symbolizes that anyone can be a a Mac-Person, whether they are rich, poor, cool, nerdy, artsy, serious, etc.
(Source: www.istockphoto.com)

Inspiration
The classic white t-shirt
Simple, elegant, comfortable and approachable.

Inspiration
Key Public Relevant:
Ramen Noodles
The symbol of lowincome survival

Inspiration
Technical Manual
No-frills, informationbased design.

Any Questions?