Group presentation for my visual communications class, UF College of Journalism and Communications, Summer 2009.

1. A Visual Analysis of Apple®
Presented by Adrian Erlenbach, Kaylee Hyman, Jami Baker and Erin Hughes
Wednesday, May 9, 2012

2. About Apple®
• Established in 1976 by Steve Jobs at the beginning of the
“personal computer revolution.”
• Goal was to create an “inexpensive and simple to use
computer.”
• The company’s iconic logo, an apple with a bite taken out
of it, is now one of the world’s most recognizable corporate
symbols.
(Source: www.apple-history.com)
Wednesday, May 9, 2012

3. Apple’s Mission
“Apple is committed to bringing the best
personal computing experience to
students, educators, creative professionals
and consumers around the world through its
innovative hardware, software and Internet
offerings.”
(Source: Apple.com)
Wednesday, May 9, 2012

4. Why an Apple?
• While Apple has never officially commented on the
inspiration for its logo, the public has many theories:
• Steve Job used to work on an Apple Farm.
• Apples are Steve Jobs’ favorite fruit.
• Named after Beatles Album titled Apple.
• Biblical symbolism: Adam and Eve, creationism,etc.
• They just couldn’t think of anything better.
• According to the original designer, the “bite” in Apple’s logo
simply was added to make it look more an Apple. Also a play
on words (bite/byte... get it?).
(Source: www.apple-history.com)
Wednesday, May 9, 2012

5. 30 years of Apples
1976
“The Newton Crest”:
Apple’s original logo,
Designed by graphic
designer Ronald
Wayne.
Wednesday, May 9, 2012

6. 30 years of Apples
1976-1998
“The Rainbow”: The
first actual ‘apple’.
Created by designer
Rob Janoff.
Wednesday, May 9, 2012

7. 30 years of Apples
1998-present
“The Monochrome
Logo”: Symbolized a
corporate identity
overhaul for Apple.
Has been modified
slightly over the years.
Wednesday, May 9, 2012

8. Brand Recognition
The Apple logo is now one of the most
recognizable corporate brands on the planet.
Wednesday, May 9, 2012

9. Brand Recognition
The Apple logo is now one of the most
recognizable corporate brands on the planet.
Wednesday, May 9, 2012

10. Brand Recognition
The Apple logo is now one of the most
recognizable corporate brands on the planet.
Wednesday, May 9, 2012

11. Brand Recognition
The Apple logo is now one of the most
recognizable corporate brands on the planet.
Wednesday, May 9, 2012

12. Visual Cues
Example 1:
Apple Commercials.
Wednesday, May 9, 2012

13. Visual Cues
Example 1: Apple Commercials.
• White Space-Plain white background adds simplicity.
• Balance-The men are the same height, and PC always
stands on the left, Mac on right.
• Contrast-Mac is young, laid-back, and casually dressed. PC
is older, usually dressed up, and always socially awkward.
• Repetition and Consistency-”I’m a Mac, I’m a PC” always
the opening line. Music is always the same. Ads always end
with a picture of an Apple computer.
• Apple runs versions of this commercial all over the world.
(Japan).
Wednesday, May 9, 2012

14. Visual Cues
Example 2: Apple Print Ad
Source: www.macdailynews.com
Wednesday, May 9, 2012

15. Visual Cues
Example 2: Apple Print Ad
• White Space-Plain white background adds simplicity.
• Balance-2-page magazine ad, with one computer on each
page, adding symmetry, fitting for “power couple” slogan.
• Contrast-Side-by-side black and white MacBooks add stark
but attractive contrast.
• Proximity & Alignment-Attractive photos dominate the
ad, with very little left-aligned text spanning both pages.
• Typeface-Adobe Myriad, Apple’s standard sans-serif font
adds to ad’s simple, modern look
Wednesday, May 9, 2012

16. Visual Cues
Example 2: Apple Product Packaging
Wednesday, May 9, 2012

17. Visual Cues
Example 2: Apple Product Packaging
• “A packaging experience.”
• White (and Black) Space-Nothing on outside of box other
than product name and photo. Very limited text in
instruction materials.
• Organization and proximity-Three-step “quick-start”
instructions are easy to follow and add to the user-friendly
appeal
• Harmony-Sleek, minimalist packaging adds to the
user“experience”
Wednesday, May 9, 2012

18. Visual Critique
• Modern, simplistic visual identity
Positive reflects organization’s mission to create
well-designed products that are easy to
Impressions use.
• Powerful, consistent design strategy
creates a clear brand personality.
• Memorable messages and repetition
creates brand recognition and
resonance.
• One of the most successful, innovative
corporate identities in the world.
Wednesday, May 9, 2012

19. Visual Critique
Extreme level repetition & consistency
makes it hard for Apple to tailor message
Negative
to diverse publics. For example: Impressions
• Young and trendy feeling of the brand makes
it less appealing to more-serious business
users.
• Sleek, modern ads make Apple products seem
expensive, alienating lower-income publics
• Microsoft Ad: “I’m not cool enough to be a
Mac person”
• As a result of Apple’s “high and mighty”
approach to communication, Mac users can
be perceived as stuck-up, cultish, etc.
Wednesday, May 9, 2012

20. Visual Critique
“Mac-People”
vs. “PC-People”
Wednesday, May 9, 2012

21. Our Proposal:
Since Apple’s mission is to serve all
types of publics (college students,
designers, office workers, gamers,
etc.), Apple should take steps to
differentiate its design approach
with respect to some of its
products and features, to seem
more approachable to the publics
it has alienated in the past.
Basically, for some of its products and publics, Apple
should to try to look and seem a little less “Apple.”
Wednesday, May 9, 2012

22. Idea #1
Apple could:
Design more down-to-earth ads to promote its most
affordable products (iPod Shuffle, refurbished products,
etc.) to lower-income publics like college students, or
other individuals from less-privileged backgrounds.
• Target these groups through less-expensive seeming ads (College
newspapers vs. GQ Magazine; Spanish-language radio stations vs. the
Superbowl)
• Ads can still maintain many the minimalist design approach, just without
seeming so “stuck-up.”
Wednesday, May 9, 2012

23. Idea #2
Apple could also:
Design more informational, in-depth ads to address the
concerns of “gamer” types.
• Apple’s compatibility problems have been fixed for years, but some high-
tech publics still consider Apple products to be less powerful than PC and
overrated.
• Apple could address such concerns with more print-heavy, technically
oriented ads that tackle specific misconceptions in “nerdier” language
• Make visual elements less “artsy” in appearance
• Run ads in specialized high-tech channels like gaming magazines, or adapt
message to an exhibit at a gaming convention.
Wednesday, May 9, 2012

24. Inspiration
Image of
“Diversity”
Symbolizes that anyone
can be a a “Mac-Person,”
whether they are rich,
poor, cool, nerdy, artsy,
serious, etc.
Wednesday, May 9, 2012

25. Inspiration
The classic
white
t-shirt
Simple, elegant,
comfortable and
approachable.
Wednesday, May 9, 2012

26. Inspiration
Key Public
Relevant:
Ramen Noodles
The symbol of low-
income survival
Wednesday, May 9, 2012

27. Inspiration
Technical
Manual
No-frills, information-
based design.
Wednesday, May 9, 2012

28. Any Questions?
Wednesday, May 9, 2012