Re: Re: Does one of the world's great logos really need a 'swoosh?'
Originally posted by NicoMan
I disagree. The logo identity comes from its shape, not its colour or texture. That's why seeing it in blue, red, green, white or multicolor doesn't make any difference. Everyone now recognizes the logo by the shape. Apparently, the patent on the logo only describes its silhouette.
Besides, the ability to change the colour has provided Apple with ways to adapt to design fashion/trends, giving it a dynamism that a logo set in stone wouldn't give them.
NicoMan has hit on something here that I think is very important.
I'm a Switcher, from Windows/UNIX. I've been watching Apple closely ever since the first iMac. I've always loved Apple's designs -- from their hardware, peripherals, software, and operating system. Even their logos.
In a way that I can't quite describe, I got very excited when I installed Jaguar and saw the new, grey Apple logo on bootup. The same way as when I first got drawn to the iBooks, with the glowing logo on the back. One of my favorite features of the "Milk" theme is the milky-white Apple logo that is used.
But besides the theme, Apple seems to have embarked on a strategy of changing their logo's colors and textures to signify major releases of both hardware and software. These are visual cues to the user to show a changing, up-to-date Apple at each new release.
Think of the textured "X" on the Jaguar box, or the new metallic "X" (blockier, more solid looking) that's accompanied Apple-provided news and information about Panther.
In a way that most companies would
never be able to do, Apple is able to modify one of their core identifying marks in such a way that it's still fully recognizable, but drastically different (and exciting) for the consumer. It's pure marketing, sure, but at the same time it's devilishly genius.