So what was the concept he went for? "When you take a bite out of an apple, it stays sort of bite-shaped, it doesn't collapse as a peach would," he explained. "It was a few words from Steve Jobs, which were, 'Don't make it cute.' I think he was referring mostly to the typography." "I didn't have much of a brief, when I think about it," Janoff told us back in 2019. So it's perhaps surprising that the logo's original design was a little slipshod. The logo has remained an important element in Apple's global success story since its inception. Try watching a TV show or movie where anyone uses a phone or laptop and you'll see what we mean. Steve Jobs knew it would never work and commissioned a new mark the following year, which was designed by Rob Janoff. Since then, the apple's shape has remained the same, aside from some geometric tweaks for the 1998 refresh and the move from coloured stripes to a solid silhouette. The Red Cross logoĪpple's initial logo was a fussy drawing of Isaac Newton. It's never been out of fashion, he adds, "because at worst it tirelessly sits in the background telling us where to catch a bus or train." 07. It's this that makes it a flexible, enduring brand," he says. "The logo is sufficiently abstract and yet so widely reproduced that it represents many things for many people – city, transportation, culture, place, a unified system, cool design. In his book, A Logo for London, David Lawrence traces the history of London's most enduring sign, attempting to pin down the logo's enduring appeal. Branding buses, stations and subways in England's capital, it has become a symbol of the city that created it.ĭesigned by Edward Johnston in 1919, the design is so distinctive that efforts to change it usually involve tiny tweaks which only the most astute pair of creative eyes would notice, such as the subtle 2016 redesign of the logo's typeface. White type stands out against a blue bar, all run across a thick-stroked red circle, Simple but instantly recognisable. The London Underground logo couldn't be simpler. This 1919 logo design remains the basis for the contemporary London Underground logo The logo is popular among New Yorkers themselves, which is part of the reason that an updated 'we love NYC' logo created for a 2023 campaign generated so much criticism. "That aspect of not accepting anything as being ultimate or the final truth seems to me a source of great vitality, energy and options for people. "Everything is open, everything is up for grabs, everything is to be questioned," he added. It's not a city that imposes its vision on people who come in they impose their vision here. Several years before he died in 2020, Milton Glaser told us an in an interview: "New York is not the most beautiful of cities. And while he never made a dime for the design, that didn't matter, because it was his gift to a city he loved. Glaser's initial sketch was dashed off in a taxi, which couldn't be more New York. This logo's power comes from its sheer simplicity, a characteristic that beautifully emulates the direct, to-the-point approach commonly associated with the New York populace. The I Love New York logo was designed by Milton Glaser in 1977, and it's since become ubiquitous on T-shirts, bumper stickers, posters, mugs and other products around the world. It consists of the capital letter I, followed by a red heart symbol, stacked above the capital letters N and Y, set in the rounded slab serif typeface American Typewriter. Milton Glaser designed the I Love New York logo in the back of a taxi In 1977
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