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IVETA MARTINKOVA STUDENT ID: 26005029 FASHION MARKETING AND MANAGEMENT

Apple Inc Brand Manual


“Because the ones who are crazy enough to think that they can change the world, are the ones who do.� -Steve Jobs (1955-2011)

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BRAND BOOK This book is a reference manual for those who want to know what lies behind one of the most successful, persistently evolving and game-changing technology companies, constantly striving to reach the highest innovations.

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CONTENTS INTRODUCTION TO THE COMPANY......................................................................................................................... 6 INNOVATION..................................................................................................................................................................... 10 FASHION.............................................................................................................................................................................. 12 WHAT MAKES APPLE OUTSTANDING...................................................................................................................... 14 HOW DOES THE COMPANY ENGAGE ITS CONSUMERS..................................................................................... 16 NAME DEVELOPMENT.................................................................................................................................................... 18 LOGO DEVELOPMENT.................................................................................................................................................... 19 ICONOGRAPHY................................................................................................................................................................. 21 PACKAGING ....................................................................................................................................................................... 22 COLOUR PALETTE............................................................................................................................................................ 26 TYPOGRAPHY.................................................................................................................................................................... 28 BIBLIOGRAPHY.................................................................................................................................................................. 30

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INTRODUCTION ABOUT THE COMPANY Apple is an American multinational technology company headquartered in Cupertino, California, a suburb of San Jose, that designs, develops, and sells consumer electronics, computer software, and online services. Its hardware products include the iPhone smartphone, the iPad tablet computer, the Mac personal computer, the iPod portable media player, the Apple Watch smartwatch, the Apple TV digital media player and the company’s newest invention – Virtual Private Theatre Glasses with 52 Inch Wide Screen Display. Apple’s consumer software includes the macOS and iOS operating systems, the iTunes media player, the Safari web browser, and the iLife and iWork creativity and productivity suites. Its online services include the iTunes Store, the iOS App Store and Mac App Store, Apple Music, and iCloud. Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in April 1976 to develop and sell personal computers. It was incorporated as Apple Computer, Inc. in January 1977, and was renamed as Apple Inc. in January 2007 to reflect its shifted focus toward consumer electronics. Apple (NASDAQ: AAPL) joined the Dow Jones Industrial Average in March 2015. Apple is the world’s largest information technology company by revenue, the world’s largest technology company by total assets, and the world’s second-largest mobile phone manufacturer. In November 2014, in addition to being the largest publicly traded corporation in the world by market capitalization, Apple became the first U.S. company to be valued at over US$700 billion. The key figures managing the company are Arthur D. Levinson (Chairman), Tim Cook (CEO), Jonathan Ive (CDO), Luca Maestri (CFO), Jeff Williams (COO).

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‘Innovation Distinguishes Between A Leader And A Follower’ - Steve Jobs

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INNOVATION For most of us, the idea that innovation moves ahead through the efforts of one great man -- say, Steve Jobs -- is easy to hold onto. We like the idea of the brave, lonely inventor. Apple is widely considered as the №1 innovative company in the world. The company’s innovation strategy involves terrific new products and innovative business models. The company delivers consumers with a succession of presents – great software in fabulous hardware in beautiful packaging (“really good ideas wrapped up in other really good ideas,” as Michael Lopp, senior engineering manager at Apple puts it). Apple also pioneers into a new business spaces and creates new market niches. The company created game-changing innovations such as the iPod, iTunes, iPhone, iPad and its newest product - Virtual Private Theatre Glasses, which provide the consumer with the feeling of being in a real theatre thanks to the crystal clear virtual cinema screen.

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FASHION Apple has taken design thinking and design innovation privileges to an entirely new level, far beyond what companies could have imagined. It’s no surprise that both design thinking and design innovation can be tied to fashion and tech. The words Apple, fashion and technology do go hand in hand, whether you’re buying a laptop, desktop or many of our hand-held devices. Apple appears to have the corner on the market in figuring out what consumers want before the consumer even knows what they want. Today, the iPad, iPod, iPhone, iMac and the Virtual Private Theatre Glasses are all stylish in a classic Apple sort of way. Sleek interfaces, colorful designs, innovative user experiences and stylish boxes have become the norm for Apple.

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WHAT MAKES THE BRAND OUTSTANDING? Steve Jobs always thought of different and unusual ways of increasing business for Apple. He intently studied the market and tried to ascertain the pulse of the audience. Apple originally started as just another computer company. But Jobs always knew that it was meant for much bigger accomplishments. Apple had to widen its approach if it had to grow to great heights. The team, therefore, changed its business plan to introduce many more different products. Starting with the release of Final Cut Pro, the company went on to experiment with MP3 players, iPhones, iPads and the later Virtual Glasses. Apple has released a number of diverse and stylish-looking products ever since the late 1970s. The company that started with humble beginnings grew steadily, introducing the Apple II series of personal computers, the Mac and then the much soughtafter iPod, iPhone and iPad. Now, each new release of the iPhone and the iPad causes the public to go into a veritable frenzy, clamoring for the product. This cult status has been achieved by very few other products in the market. Apple also boasts of over 478 retail stores in 17 countries (as of March 2016). This move gave the company the required push to surge forward in the mobile market.

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HOW DOES THE BRAND ENGAGE ITS CUSTOMERS? Apple’s approach is just quite different... The engineers who are creating Apple products actually make them for themselves. And Jobs was the chief “user” of the company’s items when he was alive. All of Apple’s products are based on the fact that Jobs represented the real customer and his engineers had to come to grips with that when designing a product. It has to be something that they personally couldn’t live without. When a customer who’s already using any of the Apple’s products is asked ‘would you ever choose a different company over Apple?’ .. We all know what the answer is.

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NAME DEVELOPMENT 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.” The company’s name was inspired by his visit to an apple farm while on a fruitarian diet. Jobs thought the name “Apple” was “fun, spirited and not intimidating”.

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LOGO DEVELOPMENT Apple’s first logo, designed by Ron Wayne in 1976, depicts Sir Isaac Newton sitting under an apple tree. Its extensive detailing was far from the today’s logo, and it was difficult for consumers to read and recognize it so it was almost immediately replaced by Rob Janoff ’s “rainbow Apple”, the now-familiar rainbow-colored silhouette of an apple with a bite taken out of it. Janoff presented Jobs with several different monochromatic themes for the “bitten” logo, and Jobs immediately took a liking to it. However, Jobs insisted that the logo be colorized to humanize the company. The logo was designed with a bite so that it would not be confused with a cherry. The coloured stripes were conceived to make the logo more accessible, and to represent the fact the Apple II could generate graphics in colour. On August 27, 1999 (the year following the introduction of the iMac G3), Apple officially dropped the rainbow scheme and began to use monochromatic logos nearly identical in shape to the previous rainbow incarnation. 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 and the Mac Power Book G3 as well. This logo has been active since 1998 till present day.

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ICONOGRAPHY

Graphic Design Side-by-Side: iOS 7 vs 6 The look of the new iOS is light, nimble and precise. It’s light in its mood as well as its tone. It seems to be a targeted response to the darkness of Android, or the bold flat colors of Windows. The colors are ultra-bright, almost electric. The illustrations eschew realism, in favor of simple iconography.

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PACKAGING Apple has raised the bar when it comes to creating an unboxing experience for their customers. Steve Jobs had Apple’s packaging patented to protect it from being copied elsewhere as he has stated numerous times how important he felt packaging was to the technology he was providing. He felt it helped make it easier to introduce a new device as it allows the customer to discover it piece by piece. The company is an acknowledged master at creating an iconic sensory experience that communicates its brand without any words or even a logo. Even a five year-old can pick out an iPhone from a retail display. Apple makes its packaging as artistic and visually appealing as the device inside. The color is an elegant, minimalist white. Every part of the packaging is designed to be clean, simple and direct. The design is simple in a world of clutter and constant sensory over-stimulation. Apple’s iconic sensory experience is the literal expression of the absence of eye-grabbing colors and images – white. And that minimalism is exactly the thing that attracts the eye. Sure, you’ve researched the device’s specs and read reviews from dozens of other users. But the experience of buying anything with an Apple logo comes with a visual and emotional response – a sensory experience.

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BRAND COLOURS Apple goes for all neutral grays, black, and white to highlight most of it’s page. Then the splash of blue really stands out. Plus, the monochromatic grays make the colors of the Apple products stand out even more.

Colours: #979797 #666666 #eeeeee #000000 #0088cc

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TYPOGRAPHY For all advertising materials, promotional uses, the Apple website, even the font printed on the box your shiny new Apple product comes in, the company uses a variant of Myriad called Myriad Pro Semibold. Myriad, a sans-serif font, was originally released by Adobe in 1992.

Before then, Apple had used a variation of Garamond almost exclusively. This variant was dubbed Apple Garamond, and is perhaps best remembered as the font used in Apple’s famous “Think Different” ad campaign. It was also used on all signs and labels at the company’s Cupertino campus. (Those signs have since been updated to use Myriad.) Garamond was introduced alongside the original Mac in 1984. Prior to ’84, Apple used a font called Motter Tektura for all of its corporate branding and product names.

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For marketing text too small for Myriad, Apple uses Helvetica Neue.

In all versions of Mac OS X, Apple has used Lucida Grande for UI elements. On iOS devices, Apple uses Helvetica for all user interface elements, including things like app titles, menus, and virtual keyboards. iOS devices with Retina displays — namely, the iPhone 4 and 4S, and the third-generation iPad — use the sharper, crisper Helvetica Neue instead, thanks to the screens’ support of anti-aliasing.

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BIBLIOGRAPHY Bajarin, T. (2012, May 7). 6 reasons why apple is successful. Retrieved February 6, 2017, from http://techland.time.com/2012/05/07/six-reasons-why-apple-is-successful/ New business models: APPLE business model innovation - integrated innovation, systemic innovation, product innovation, value innovation, Steve Jobs, apple computers, best business practices, systemic innovation. Retrieved February 6, 2017, from http://1000ventures.com/business_guide/cs_biz_model_apple.html Retrieved February 6, 2017, from https://www.lifewire.com/what-makes-apple-so-special-and-desirable-2373223 Anon, Parrish, R., & 2, anon. (2012, July 6). Home. Retrieved February 6, 2017, from Feature, http://www.applegazette.com/feature/the-fonts-apple-uses/ 2016, P. (2016, February 3). How packaging gives apple’s buyers a sensory experience that reinforces brand. Retrieved February 6, 2017, from Customer Retention, https://www.personalics.com/2016/02/03/sensory-design-packaging/ MacFarland, S. (2013, November 16). Is apple about fashion or technology? Huffington Post. Retrieved from http://www.huffingtonpost.com/scott-macfarland/is-appleabout-fashion-or_b_4254140.html Retrieved February 6, 2017, from https://en.wikipedia.org/wiki/Apple_Inc.#Logo Live from Macworld 2007: Steve Jobs keynote. (2007, January 9). Retrieved February 6, 2017, from https://www.engadget.com/2007/01/09/live-from-macworld2007-steve-jobs-keynote/ Retrieved February 6, 2017, from http://time.com/4172685/apple-buys-emotient/ Retrieved February 6, 2017, from http://fortune.com/2016/08/22/apple-1-auction/ Apple wallpapers and pictures collection (45+). (2016). Retrieved February 6, 2017, from http://www.shunvmall.com/wallpapers-apple.html Apple logo Png - wallpaper. Retrieved February 6, 2017, from http://pcwallart.com/apple-logo-png-wallpaper-3.html Think different apple wallpapers. (2016). Retrieved February 6, 2017, from http://more-sky.com/group/think-different-apple-wallpaper/ Mike Cronin (2013, July 18). The future of apple - 2013/2014 Retrieved from https://www.youtube.com/watch?v=EAGHCBwKnbk Apple Inc background page 1. Retrieved February 6, 2017, from http://kingofwallpapers.com/apple-inc-background.html

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Zibreg, C. (2017). Nvidia seeking software engineers to help produce “the next revolutionary apple products.” Retrieved February 6, 2017, from http://www.idownloadblog.com/2016/09/27/nvidia-job-post-revolutionary-apple-products/ Nomad. (2016). NOMAD® tools for the modern Nomad. Retrieved February 6, 2017, from https://www.hellonomad.com/products/stand-for-apple-watch Muji packaging. Retrieved February 6, 2017, from https://www.pinterest.com/pin/441986150910252552/ Name. (2013, November 8). Apple design: Macbook pro 15″ packaging. Retrieved February 6, 2017, from https://nostalgiavagabond.wordpress.com/2013/11/08/appledesign-macbook-pro-15 Julie. (2011). Are there enough apple watches to meet demand? Retrieved February 6, 2017, from http://www.market-success.org/index.php/latest-news/630-are-thereenough-apple-watches-to-meet-demand Matchbox apple “iMatch” / WIP - www.chrisdarmon.com. (2013, July ). Retrieved February 6, 2017, from http://www.chrisdarmon.com/Matchbox-Apple-iMatch-WIP 2017. (2011, March 11). Post new comment. Retrieved February 6, 2017, from https://www.pcper.com/reviews/Mobile/Apple-MacBook-Pro-23GHz-Sandy-Bridge133-Review-2011-Model/Specifications-Packaging-I DetroitBORG (2013, June 12). Apple airport extreme and time capsule (2013): Unboxing & setup demo Retrieved from https://www.youtube.com/ watch?v=2trs2GMG3NY Solarized. Retrieved February 6, 2017, from http://ethanschoonover.com/solarized Retrieved February 6, 2017, from https://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0ahUKEwjC-qmC95TSAhWKaRQKHd9QCVAQj xwIAw&url=http%3A%2F%2Faeonweb.us%2Ftag%2Fiphone-7-color-guide&psig=AFQjCNGep9mNqOdO-SrtEL088GWZMrp8_A&ust=1487345015448563 i Source. (2013, June 30). Apple-color-logo. Retrieved February 6, 2017, from http://isource.com/2013/06/29/ever-wonder-where-ios-7-got-its-color-palette-from/applecolor-logo/ Apple Garamond font: Basic Serif category: Pickafont.com. (2017). Retrieved February 6, 2017, from http://www.pickafont.com/fonts/Apple%20Garamond.html Aziz, J. T. (2017). The evolution of the apple logo. Retrieved February 6, 2017, from http://blogs.tribune.com.pk/story/19792/the-evolution-of-the-apple-logo/ Retrieved February 6, 2017, from http://xk9.com/bones/7-vs-6/ What companies have succeeded primarily due to their branding, iconography, and/or packaging? Retrieved February 6, 2017, from https://www.quora.com/Whatcompanies-have-succeeded-primarily-due-to-their-branding-iconography-and-or-packaging

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SHEFFIELD HALLAM UNIVERSITY

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