{"id":216,"date":"2006-03-18T13:34:20","date_gmt":"2006-03-18T13:34:20","guid":{"rendered":"http:\/\/www.johncoulthart.com\/feuilleton\/?p=216"},"modified":"2007-01-09T22:37:55","modified_gmt":"2007-01-09T22:37:55","slug":"the-apple-logo","status":"publish","type":"post","link":"https:\/\/www.johncoulthart.com\/feuilleton\/2006\/03\/18\/the-apple-logo\/","title":{"rendered":"The Apple logo"},"content":{"rendered":"<p><img decoding=\"async\" id=\"image218\" alt=\"apple01.jpg\" src=\"https:\/\/www.johncoulthart.com\/feuilleton\/wp-content\/uploads\/2006\/03\/apple01.jpg\" \/><\/p>\n<p>The original company logo from 1976 depicts Isaac Newton sitting under a tree with the fateful apple glowing above his head and looks about as far removed from a computer company logo as it&#8217;s possible to get. The picture frame contained Wordsworth&#8217;s description of Newton, &#8220;A mind forever voyaging through strange seas of thought, alone.&#8221;<\/p>\n<p><img decoding=\"async\" id=\"image219\" alt=\"apple02.jpg\" src=\"https:\/\/www.johncoulthart.com\/feuilleton\/wp-content\/uploads\/2006\/03\/apple02.jpg\" \/><\/p>\n<p>Rob Janoff designed the more familiar Apple at about the same time. The typeface used was Motter Tektura.<\/p>\n<blockquote><p>According to the logo designer&#8230;the typeface was selected for its playful qualities and techno look, in line with Apple&#8217;s mission statement of making high-technology accessible to anyone.<\/p><\/blockquote>\n<p>As with many old typefaces, there doesn&#8217;t seem to be a font of Motter Textura available today apart from <a target=\"_blank\" href=\"http:\/\/www.paratype.com\/pstore\/fonts\/Motter-Tektura.htm\">this Cyrillic clone<\/a>.<\/p>\n<p><img decoding=\"async\" id=\"image220\" alt=\"apple03.jpg\" src=\"https:\/\/www.johncoulthart.com\/feuilleton\/wp-content\/uploads\/2006\/03\/apple03.jpg\" \/><\/p>\n<p>The original apple was streamlined and given coloured bars at<br \/>\nSteve Jobs&#8217; behest in order to &#8220;humanise the company&#8221;.<\/p>\n<p><img decoding=\"async\" id=\"image221\" alt=\"apple04.jpg\" src=\"https:\/\/www.johncoulthart.com\/feuilleton\/wp-content\/uploads\/2006\/03\/apple04.jpg\" \/><\/p>\n<p>Ironically, it was Jobs who also decided to remove the colour bars in 1998. The current logo is now a typical piece of flexible contemporary branding, easily reproduced in any colour, at any size or shape.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The original company logo from 1976 depicts Isaac Newton sitting under a tree with the fateful apple glowing above his head and looks about as far removed from a computer company logo as it&#8217;s possible to get. The picture frame contained Wordsworth&#8217;s description of Newton, &#8220;A mind forever voyaging through strange seas of thought, alone.&#8221; &hellip; <a href=\"https:\/\/www.johncoulthart.com\/feuilleton\/2006\/03\/18\/the-apple-logo\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;The Apple logo&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[4,15,10],"tags":[1863,2939],"class_list":["post-216","post","type-post","status-publish","format-standard","hentry","category-design","category-technology","category-typography","tag-isaac-newton","tag-steve-jobs"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/pq7rV-3u","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.johncoulthart.com\/feuilleton\/wp-json\/wp\/v2\/posts\/216","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.johncoulthart.com\/feuilleton\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.johncoulthart.com\/feuilleton\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.johncoulthart.com\/feuilleton\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.johncoulthart.com\/feuilleton\/wp-json\/wp\/v2\/comments?post=216"}],"version-history":[{"count":0,"href":"https:\/\/www.johncoulthart.com\/feuilleton\/wp-json\/wp\/v2\/posts\/216\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.johncoulthart.com\/feuilleton\/wp-json\/wp\/v2\/media?parent=216"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.johncoulthart.com\/feuilleton\/wp-json\/wp\/v2\/categories?post=216"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.johncoulthart.com\/feuilleton\/wp-json\/wp\/v2\/tags?post=216"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}