Its aqua interface meant Apple could design a new logo to match, and that started the aqua Apple logo era. In 2001 these inconsistencies were addressed with the release of Mac OS X. This time period was awkward for the Apple logo as it appeared monochrome on their PowerBooks but was stylised with colour and translucence on the iMac and iBook, and the operating system was still using the rainbow logo – which was beginning to look dated. In the 80’s they decided to shorten the phrase down to just ‘apple’. Over the years, Apple made some changes to the logotype to make it more stylish for advertising. In the early days the Apple logo was accompanied by the text ‘apple computer inc’ in the Motter Tektura typeface (designed by Otmer Motter – 1975). Now that the Apple logo had been developed to what we see today, Apple’s type underwent some changes too. This therefore made the printing costs very expensive. The printing process of printing colour stripes next to each other deemed risky as colours can bleed/overlap into one another and mix. However, there was a problem with this new and colourful logo. This rainbow logo was used for the launch of the Apple 2 in 1997. Janoff added the coloured stripes to the apple because of the Apple 2’s colour capabilities. having removed a bite out from the apple, Janoff said he also included the bite for scale, so people would see it as an apple and not a cherry. This helped Janoff get the idea that a bite should be taken out of the apple. He used Apples’ play-on words that had previously been used in advertising for the Apple 1 – “Byte into an Apple…”. Rob Janoff started with a silhouette of a black apple on a white background, but something was missing. Jobs eventually asked Rob Janoff to design a new logo that gave Apple a fresh and modern look before the launch of the Apple 2 which to be launched in April 17th 1977. It was simply too complicated to reproduce on computers and on smaller sizes. Instead, he argued that Apple should have a more stylish logo and that this illustrative style may have been a reason for the slow Apple 1 sales. Although this logo had some artistic value, Steve Jobs wasn’t a big fan.
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