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It’s Apple’s ability to create an emotional connection between customers and the brand that has helped make them into such a powerful force, and their logo is a huge part of the experience. Their branding focuses on how your experience with Apple makes you feel by unleashing your imagination, embracing innovation, enabling you to chase your hopes and dreams and aspire to great things. Whether it’s one of their fun commercials or sophisticated retail stores that provide a unique shopping experience, all of Apple’s branding helps to tell the same story-consistently pushing these associations. It’s sleek, it’s stylish, it’s modern, and you, as the customer, will achieve that same level of cool when you use their products. As you can see above, the Apple logo started as a detailed drawing, but throughout the years, it has transformed into a flat, simple, and elegant design that perfectly represents the brand.Īnd finally, Apple’s overall branding efforts reinforce a specific set of emotions and powerful associations, which are invoked when you see the logo. Next is the intelligent evolution of the design. Over time, the pairing of the logo and brand name makes it easier for the public to recognize the Apple logo and immediately connect it to the representation of the company. Some say the symbol looks like a defeated man, with his hands hanging down, prompting them to call it a negative symbol. Gerald Holtom, the designer, used the semaphore letters N (Nuclear) and D (Disarmament) enclosed in a circle. Every time consumers hear the name “Apple,” it gets reinforced in their minds by the visual cue of the logo design, and vice versa. Dutch designer Joost van Bleiswijk knows this like no other. The peace sign was first designed in the 1950s as a logo for the Campaign for Nuclear Disarmament. What is it about Apple’s logo that makes it so effective?įor starters, the logo represents the company’s name, which helps to boost brand recognition.
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