2. About Company Apple Inc. is an American multinational corporation headquarter is in California, that designs, develops, and sells consumer electronics, computer software, online services, and personal computers. multinational corporationCaliforniaconsumer electronics Idea of Apple The history of Apple logo is very unique. When Steve Jobs coined the name of his company, he was in talks with Steve Wozniak about the name.Steve JobsSteve Wozniak When Jobs uttered the name ‘Apple’, Wozniak laughed and said, ‘It’s a computer company, not a fruit store.’

3. The Newton Crown logo (1976) In 1976, jobs and Ronald Wayne, who is the third co- founder of the Apple Company, designed its first logo. It showed Newton, sitting beneath the tree from which an apple had fallen to his head and he revolutionized the laws of gravity.Ronald Wayne If you look carefully, the phrase on the outside border reads ‘Newton… A mind forever traveling through strange seas of thought… alone’

4. The Rainbow logo (1976-1998) After the Newton Crest, Jobs decided to explore something new, something different, for the logo. Hence, he hired Rob Janoff as the designer to come up with something modern. Little did he know that the logo he planned to design would become the most iconic logo in corporate history. The story behind the ‘rainbow coloured’ Apple logo was that Jobs wanted everyone to ‘think different(ly)’, “He wanted the green on the top because there was a leaf there”, explained Janoff.Rob Janoff

5. Bitten apple perfectly complements that time slogan of “Byte into an Apple”. According to him, the bite on the Apple logo was to really let people know that it was an apple and not a cherry. The bite also played along with the computer buffs at that time because it had a similar sound off to the word ‘bite” / byte’, a unit of digital information in computing and telecommunication.

6. Criticism on rainbow logo Jean-Louis Gassee, who was a former Apple executive and founder of Be Operating System (BeOS), says that, Jean-Louis Gassee “One of the deep mysteries to me is our logo, the symbol of lust and knowledge, bitten into, all crossed with the colors of the rainbow in the wrong order. You couldn’t dream of a more appropriate logo: lust, knowledge, hope and anarchy.” This logo was active for 22 years, from 1976 to 1998, after which it was shut down because during the 80s, Apple had become like the ship which was about to go under and sink into the sea’s inky depth. The rainbow logo was proving to be too expensive, and so it had to be shut down.

7. The Monochrome logo (1998 – Present) One of the main reasons for coming up with the monochrome logo was that the new Mac computers were being manufactured with metal casing instead of the plastic one and the sight of a rainbow logo on a metal computer did not fit well. These new logos were then embossed on the original Mac. This logo has been active since 1998 till present day

8. It is one of the most recognized brand symbols in the world today, and the shape is what identifies the company more than the color.

9. So why keep ‘Apple’ as a name? In a press conference in 1981, Jobs was asked why he named the company ‘Apple’. To this he replied simply, “I like apples and love to eat them. But the main idea behind the apple was to bring simplicity to the people, in the most sophisticated way and that was it, nothing else.” His vision for the next generation computer was so far in advance that it was mind stunning for everyone. No one could think that far into the future, but he did, and hence his most quoted saying is also the most fitting one for his own life.quoted saying

10. Steve Jobs Quote Here’s to the crazy ones. The misfits. The rebels. The trouble-makers. The round pegs in the square holes. The ones who see things differently. They are not fond of rules, and they have no respect for the status-quo. You can quote them, disagree with them, glorify, or criticize them. But the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.

11. Slogans in advertising campaigns Company advertising campaigns "Byte into an Apple" (Late 1970s) "Simplicity is the Ultimate Sophistication" (Late 1970s/1980s) "Soon there will be 2 kinds of people. Those who use computers, and those who use Apples." (Early 1980s) "The Computer for the rest of us" (1984) "The Power to Be Your Best" (1990) "Think different." (1997–2002)

12. Paul Rand / Steve Jobs

13. Steve interview about Paul Rand Interviewer: “Was he the first designer that you approached?” Steve Jobs: “He was the only one we approached.” He is the only one we approach. we meet several times in the company next and we know the company and the people. He solved the very difficult problem because generally many companies have their little logo- type and every company have a logo with logo type like a jewel a symbol. And apple is very rare symbol because it logotype has its symbol as the name of the company. Our challenge was how could have a little jewel that we can use as a name put on a product because our symbol of logo itself has a little jewel having name in it. And Paul Rand really solve this problem in approach to use this symbol as logo and logo-type.

14. Paul Rand was one of the foremost American graphic designers of the 20th century and helped establish the so-called Swiss Style of design in the United States. Paul Rand’s idea that the expert chooses the best solution was seen first- hand by Steve Jobs when he hired Rand to create the corporate identity for his company NexT. Steve : I asked him if he would come up with a few options, and he said, ‘No, I will solve your problem for you. And you will pay me.’

19. Conclusion Apple has been a trend-setter company able to expect the future. Because their strength is the innovation and they know, how to “think different”.