apple booklet
Post on 15-Mar-2016
218 Views
Preview:
DESCRIPTION
TRANSCRIPT
1
Apple as a brand has hugely
changed their identity since its
creation thirty-five years ago.
Their recognised simplistic,
sleek, modern yet sophisticated
appearance is evident across
all aspects of Apple. From their
product design to marketing
campaigns to packaging,
attention to detail is never short
of perfect. This is what they have
become famous for. However,
surprisingly this has not always
been the case. This booklet will
explore the history of the Apple
brand focusing particularly on
how and when design became
such an important element to
their identity.
The iconic logo, product
design and marketing will
all be examined in detail to
demonstrate their clear transition
in design.
Steve Jobs is the Co-Founder and
current CEO of Apple. He was
born February 24 1955 in San
Francisco.
Gaining an early interest in
economics and computers, Jobs
spent a summer working at
Hewlett-Packard. This is where he
first met Steve Wozniak, also an
employee. Jobs graduated high
school in 1972 and started to
attend Reed College in Portland,
Oregon. However he quickly
dropped out after one semester.
After spending time traveling,
and working as a computer
technician at Atari, Jobs started
to work with Wozniak who was
particularly skilled at building
and designing computers. With
Jobs eye for the future, the pair
established Apple computer inc.
with Ronald Wayne.
Jobs served as a persuasive and
charismatic director at Apple
for nine years, however he left
the company in 1985 after
loosing control with the board of
directors.
Jobs quickly started on his
next project, founding NeXT a
computer platform development
agency. The computers created
were dismissed by the industry
due to their high price. However
they held an impressive technical
strength, a system which was
later incorporated into the Mac.
During his time away from
Apple, Jobs purchased Pixar
a computer graphics division
company. Jobs partnered with
Disney to produce a number of
computer animated feature films.
The first being Toy Story, which
established Pixars reputation as a
studio. In 2006 Disney purchased
Pixar for $7.4 billion. Jobs is now
on the board of directors at
Disney. The merged companies
have gone on to produce
numerous box office hits.
In 1996 Apple bought NeXT for
$429 million, bringing Jobs back
to Apple, where he became CEO
in 2000. Since his return Jobs has
significantly increased sales with
his focus on innovative products
and their appealing designs.
In 2004 Jobs was diagnosed with
pancreatic cancer, however it was
removed. Jobs remained healthy
until 2009 when he underwent a
liver transplant.
Introduction
Steve Jobs The man behind it all
Apple inc. Headquaters Cupertino California
Introduction History Logo Product Design Adverts Conclusion (8:36) Sat 10:02
Apple computer inc is founded by Steve Jobs, Steve Wozniak and Ronald Wayne.
Apples first computer the Apple I is released, but does not gain much commercial interest.
Ronald Wayne leaves the company shortly after its creation due to financial reasons, selling his share for $800.
Steve Wozniak is involved in a plane crash causing him to suffer from amnesia, he leaves the company in 1987.
Jobs leaves Apple, founding NeXT a computer platform development agency.
Apple buys NeXT for $429 million, Jobs soon becomes CEO of Apple a position which he still retains.
Jobs commissions Rob Janoff to to produce the iconic rainbow logo, which is used for 22 years.
The release of the Apple II brings huge success for Apple. High sales allow the company to grow.
Jonathan Ive is hired as the head of the industrial team, a position which he still retains.
The first iPhone is available to the public. Three subsequent models have been released over the years.
The first iPad is available to the public. The iPad 2 is released in April 2011.
Apples growth has been immense, they have approximately 49,000 employees worldwide, and annual sales of $65.23 billion.
The first iMac is introduced, debuting Apples change in direction in terms of design.
Apple opens their first Apple stores in California and Virginia, there are now 300 stores worldwide.
The iconic rainbow logo is replaced by a block monochrome apple. The new logo is still used today.
The first iPod is introduced, over the years varying models are released such as the nano and shuffle.
February 1981
May 1985
December 1996
1996
1998
1998
May 2001
October 2001
June 2007
April 2010
September 2010
History of Apple
MacBook Pro
April 1976
May 1976
July 1976
1976
April 1977
1976-1998 1998-present
3
Behind its products Apple holds a very strong, iconic coperate logo
which has evolved and developed over the years in keeping with their
recognised simplistic and sophisticated identity.
Apples first logo was created by original founder Ronald Wayne. The
pen and ink illustration reflects Isaac Newton sitting under a tree with
an apple dangling above his head. The logo incorporates a portion
of William Wordsworth poem around its border “Newton…A mind
forever voyaging through strange seas of thought…alone”.
Steve Jobs quickly dropped the logo, believing it was too intellectual
and hard to reproduce and read on a small scale.
Jobs commissioned graphic designer Rob Janoff to evolve a more
modern logo. Created was a multi coloured simplistic apple with a
bite taken out of its right side. The bite was originally implemented
so people would realise that it represented an apple rather than a
tomato or cherry. The colourful stripes were a reminder that the Apple
II (computer of the time) had a coloured monitor.
The iconic symbol was used for 22 years, when it was axed by Jobs
to reinvent the company. The rainbow stripes were removed and
replaced by a block monochrome fill, still in the original iconic apple
shape. This allowed large monochrome logos to be placed on Apple
products making the coperate logo recognised worldwide, something
that would not have been possible with the rainbow logo.
The Logo
1976
Introduction History Logo Product Design Adverts Conclusion (6:10) Sat 10:37
One of the most appealing things about Apple products is their incredible product design.The aesthetics of products such as the iPod, iMac and iPhone are beautiful. However when Wozniak and Jobs first started out, little emphasis was put on the look of the product but instead how it ran. It was not until Jobs returned to the company in 1997 that the design of the brand as a whole was considered. It was this that transformed Apple into the company that is today. Jobs hired award winning industrial designer Jonathan Ive, who went on to produce some of Apples most recognised products. Apple has now gained a reputation for gorgeous products, and they continue to fulfill this reputation. Over the next few spreads the development of Apple product design will be explored in detail.
Apple’s first successful desktop computer was the Apple II. Their next venture the Apple Lisa was not a commercial success due to its high price, however it introduced design elements such as a desktop, mouse and icons. The original Macintosh was then released, holding an iconic design which presented elements that are still found in Macs today, such as the all in one design. The first iMac debuted in 1998 and demonstrated Apples clear change in design, drawing on a curvaceous structure. The iMac G4 was Apple’s first product which demonstrated their desire to slim down. This can again be seen in the current iMac aluminum, which adopts Apples current design language, brushed aluminum with sleek black elements.
Product Design
MacBook Pro
Apple II 1977 Lisa 1983 Macintosh 1984
iMac 1998 iMac G4 2002 iMac 2007 - present
Desktop Computers
Apple II 1977
5
Jonathan Ive is currently senior
vice president of industrial design
at Apple. The brains behind the
iMac, Macbook Pro, iPod, iPhone
and iPad, Ive has been described
as one of the worlds most
influential designers.
Born in Chingford, London in
1967. Knowing he wanted to
pursue a creative career, Ive
studied industrial design at
Northumbria University. After
graduating, Ive moved to London
where he worked for a short
time at Tangerine design agency.
In 1992 he moved to the US,
specifically to pursue a career at
Apple inc. When Jobs returned
to Apple in 1996 he aimed to
reinvent the company. To achieve
this he put a huge emphasis on
the design of their products,
which led to the hiring of Ive as
the head of the industrial design
team, a role which he continues
to fulfill to this day.
His innovative designs and
explicit attention to detail has
earned him several awards and
global recognition. Ive’s design
skills have transformed the Apple
brand to what it is recognised for
today, their famous beautifully
designed products.
Apple’s first attempt at a portable
battery powered device came
in 1989, and was entitled the
Macintosh Portable. Various
flaws meant that it was not
commercially successful.
Apple’s next attempt was the
Powerbook. During its existence
the Powerbook was revised over
six times, each one progressing
in design. Subsequent models
of the Powerbook changed
dramatically, and started
to resemble the upcoming
MacBook.
The iBook was later introduced
to cater for lower end markets.
It held similar design features of
the original iMac with its curved
structure and colourful sections.
Both the Powerbook and iBook
were discontinued in 2006 and
were replaced by the MacBook
range, consisting of the MacBook,
MacBook Pro and MacBook Air.
The first range was created out of
aluminum and included features
such as a magnetic latch, glossy
display and sunken keyboard.
Since 2006 the MacBook range
has been heavily modified, each
model released is slimmer and
curvier than the last.
The current MacBook range is
created out of a single block
of aluminum. It also adopts
Apples current design language,
brushed aluminum with sleek
black elements.
Desktop Computers Jonathan Ive The brains behind Apple design
Powerbook 1991 iBook 1999 MacBook Pro 2010
Portable Computers
The MacBook Pro holds a magnetic latch, making opening and closing the mac pleasurable
Introduction History Logo Product Design Adverts Conclusion (5:45) Sat 10:54
LED backlight technology is used on the Macbook Pro, this allows the screen to be instantly bright. This
technology has also influenced the design allowing the screen to be incredibly thin.
The structure of the display is created out of wall to wall glass, as well as shaping the display it aids the
aesthetics making it look beautiful.
An extremely thin, HD face time camera is built into the upper screen. Something that is barely noticeable creates clean, crisp images and films.
The MacBook Pro adopts Apples current design language, brushed aluminum, with sleek black elements
such as the keyboard, and the sophisticated black boarder
MacBook Pro
MacBook Pro Design Features
As well as the products appearance Apple are recognised for pushing technological boundaries and
producing products that are above and beyond anything else in the market. This can be demonstrated in
the design features of the MacBook Pro.
Screen Design Features
The MacBook pro has a large multi touch track pad, no buttons are necessary as it acts as a button which is
sensitive to the pressure of finger movements.
The MacBook Pros sophisticated sunken black keys are backlit allowing easy use even in the darkest
environments.
7
The Macbook pro is cast from a single piece of aluminum, which has reduced the number of parts needed. In terms of design this has allowed the Pro to become thinner and lighter, extremely desirable features. It
also means that the structure is stronger and more durable, a factor which is essential for portable devices.
Keyboard Design Features
Introduction History Logo Product Design Adverts Conclusion (5:16) Sat 11:22
Over the years Apple has become recognised for pushing
technological boundaries, as a result they have produced highly
innovative products which continue to be market leaders.
Apple have created numerous handheld devices where design and
technical performance have wowed the public and critics.
Apple first launched the innovative digital portable music device on
April 23 2001. The original iPod (iPod Classic) has evolved over the
years to include various models each targeted at different audiences.
The iPod range consists of iPod classic, iPod touch, iPod nano, and iPod
shuffle. All designs of each iPod have been revised over the years to fit
with the stylish simplistic Apple brand.
The highly anticipated iPhone was first released on June 29 2007, and
was received openly. A smart phone with incredible capability, holding
a very recognisable and beautiful design. It is black, sleek and slender
with a large multi touch screen and a virtual keyboard. The screen
holds apps which are depicted as small colourful icons (this suggests
that the iPhone would suit visual learners.)
There are four generations of iPhone, each subsequent model
developing into a smaller thinner device. The iPhone has completely
revolutionised the use of phones. All competitors have desperately
tried to create a device which is just as innovative and gorgeous, but
nothing quite compares to the iPhone.
The iPad is a line of tablet
computers, its large screen
designed for audio visual media
including games, films etc.
The iPad was first released
in April 2010. Its innovative
technical capability and sleek
design were greatly received. The
iPad 2 was released in April 2011.
Product Design
MacBook Pro
iPod
iPod shuffel iPod nano iPod classic iPod touch
iPhone
iPhone iPhone 3G iPhone 4
iPad
iPad
As Apples identity and branding
has changed over the years so
has its advertisements. The next
few pages will explore Apple
advertising from the start to
present, to demonstrate their
clear transition in design.
Apple Adverts1976-2011
9
iPad
A text heavy Apple advert from the 1980s
A still from the famous 1984 Superbowl commercialw
With the release of the iMac in 1998 Apple became a lot more artistic,
this was reflected in their adverts which mainly showcased the
products, and had little writing compared to previous adverts.
In 2006 Apple produced the successful ‘I am Mac, I am PC’ TV
commercials, with actors Justin Long and John Hodgeman acting as
Mac and PC. The advert showed that Mac can do everything that PC
can, but faster and safer. The campaign was officially ended in 2010.
Apple is also famous for their iconic iPod adverts, they reflect dark
silhouettes dancing to their iPods on a range of colourful backgrounds.
Recently Apple have transitioned to mainly creating TV commercials
rather than printed adverts (particularly for the iPhone and iPad). They
follow a very specific style with white backgrounds and an emphasis
put on the product being sold.
Muhammad Ali in Apples ‘Think Different’ campagin
Apples new apporach to advertising
2009 ad for the iPhone 3G
Introduction History Logo Product Design Adverts Conclusion (4:32) Sat 11:57
Apple first started to advertise in the late 1970s, throughout this time
and the 1980s adverts were very text heavy, including few images,
persuading people to purchase a computer and specifically an Apple.
As well as printed ads, Apple are recognised for their TV commercials.
Their most famous aired during the 1984 Superbowl, in order to
promote the upcoming Macintosh computer. The commercial
depicted heroine Anya Major saving humanity from conformity. It
proved to be a huge success.
In the late 1990s Apple introduced the popular ad campaign ‘Think
Different’. It consisted of TV and printed ads, featuring black and white
footage of famous individuals including Martin Luther King, Gandhi,
Albert Einstein and John Lennon. The ads gave the impression that
creative people used Macs to get to their aspiring position.
Advertisements
MacBook Pro
Introduction History Logo Product Design Adverts Conclusion (2.30) Sat 12:17
Apples unique simplistic, sophisticated design demonstrated throughout their extensive brand is what they
are considered most famous for. Surprisingly research shows this has not always been the case. When the
company was first established in 1976, it is evident from the machines created such as the Apple I and II that
design was not the crucial component in their production, and not the factor of Apples initial success. It
instead was their ability to create efficiently running computers that led to their starting triumph. This tactic
worked for numerous years, but as time progressed product design was considered more and more.
The Key date in Apples transitioning identity can be pin pointed to when Jobs returned to Apple in 1996,
when the company was clearly on the decline. He knew that something needed to change for the company
to become more recognised. Deciding to focus on design, Jobs quickly hired industrial designer Jonathan
Ive and also changed the iconic Apple logo. With the release of the iMac in 1998, the public saw the first
glimpse of Apples new identity. The modern simplistic approach was soon transitioned to all aspects of the
Apple brand. This includes areas which have not been explored in the booklet including their innovative
Apple stores, their sophisticated plush website, and even to small details such as their packaging. Attention
to detail in all areas has enabled them to become recognised for their appearance and design alone,
defining Apple as a leading brand.
Product design is such a crucial part of the Apple brand, and they continue to constantly update their highly
innovative products with new advances in technology. Implementing these design processes has allowed
Apple products to become thinner, lighter and more desirable.
Apple as a brand is truly beautiful
Conclusion
MacBook Pro
An investigation into Apple inc Written and designed by Emma Wynne
top related