apple inc. less is more prof. craig jackson head of psychology division bcu
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Apple Inc. Less is more Prof. Craig Jackson Head of Psychology Division BCU [email protected] health.bcu.ac.uk/ craigjackson. Blah Blah. It was back in the seventies Counter-culture meets Business-culture. Inspires passionate argument - PowerPoint PPT PresentationTRANSCRIPT
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Apple Inc.Apple Inc.
Less is more Less is more
Prof. Craig JacksonProf. Craig JacksonHead of Psychology DivisionHead of Psychology Division
BCUBCU
[email protected]@bcu.ac.ukhealth.bcu.ac.uk/craigjacksonhealth.bcu.ac.uk/craigjackson
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BlahBlah
BlahBlah
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It was back in the seventiesIt was back in the seventies
Counter-culture meets Business-cultureCounter-culture meets Business-culture
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Inspires passionate argumentInspires passionate argument
Strong feelings both FOR and AGAINST apple principlesStrong feelings both FOR and AGAINST apple principles
Mac design principles Mac design principles
““Magic Cap”Magic Cap”
MetaphorMetaphor
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Visual MetaphorVisual Metaphor
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Historical significance of the appleHistorical significance of the apple
Greek MythologyGreek Mythology
Atalanta – daughter of Hades. Atalanta – daughter of Hades.
Melanion won her hand in a footrace – used three Melanion won her hand in a footrace – used three
golden apples to cheat.golden apples to cheat.
Eris (strife and discord) gave Zeus golden apple to Eris (strife and discord) gave Zeus golden apple to
give to the fairest woman. Apple of Discord.give to the fairest woman. Apple of Discord.
Nymphs guarding the tree bearing golden apples Nymphs guarding the tree bearing golden apples
given to Hera when she married Zeusgiven to Hera when she married Zeus
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Biblical significance of the appleBiblical significance of the apple
Book of GenesisBook of Genesis
Forbidden fruit (although the apple is not named)Forbidden fruit (although the apple is not named)
Renaissance painters took libertiesRenaissance painters took liberties
KnowledgeKnowledge ImmortalityImmortality
TemptationTemptation The fall of manThe fall of man
Sin itselfSin itself
Latin ambiguity – Latin ambiguity – MalumMalum
Adam’s AppleAdam’s Apple
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Germanic & Norse PaganismGermanic & Norse Paganism
Idunn provides apples to the godsIdunn provides apples to the gods
Eternal youthfulnessEternal youthfulness
Nehalennia Norse goddess sometimes Nehalennia Norse goddess sometimes
pictured with applespictured with apples
Similar Irish parallels Similar Irish parallels
Skald (Norse poets) Thorbion Brunarson Skald (Norse poets) Thorbion Brunarson
““Food of the dead”Food of the dead”
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Emotional Responses to seeing the logoEmotional Responses to seeing the logo
PositivesPositives
NegativesNegatives
JealousyJealousy
CaliforniaCalifornia
““It’s not Microsoft”It’s not Microsoft”
GreedGreed
EnvyEnvy
TemptationTemptation
Mac Users Mac Users
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Symmetry and Almost-SymmetrySymmetry and Almost-Symmetry
Best logos not quite symmetricalBest logos not quite symmetrical
One small deviation from perfectOne small deviation from perfect
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Psychology behind a great logoPsychology behind a great logo
1.1.Know the companyKnow the company
2.2.Know your design strengthsKnow your design strengths
3.3.Logo should be demonstrativeLogo should be demonstrative
4.4.Lines, shapes and formLines, shapes and form
5.5.Avoid clichéAvoid cliché
6.6.Simple yet memorableSimple yet memorable
7.7.Use clever visual devicesUse clever visual devices
8.8.Use vector softwareUse vector software
9.9.Get objective opinionGet objective opinion
10.10.Try it in different formatsTry it in different formats
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Some other brandsSome other brands
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Some other brandsSome other brands
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Some other brandsSome other brands
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Some other brandsSome other brands
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Some other brandsSome other brands
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First LogoFirst Logo
Designed in 1976 by Ronald Wayne(third co-founder of Apple)
Depicts Isaac Newton sitting under a treeApple dangling above his head
Outside border reads, “Newton… A Mind Forever Voyaging Through Strange Seas of Thought ...Alone.”
Wordsworth
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Second Logo 1976-1998Second Logo 1976-1998
Designer Rob Janoff came up with something more modern
Janoff’s eventual design would go on to become one of the most iconic and recognizable corporate logos in history
The “bite” in the logo was to help people identify it as an apple, and not a tomato or cherry
(bite/byte) 22 years is a record
“The symbol of lust and knowledge, bitten into, all crossed with the colours of the rainbow in the wrong order. You couldn’t dream a more appropriate logo: lust, knowledge, hope and anarchy.”
Jean-Louis Gassée, former Apple CEO
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Rob JanoffRob Janoff
Created apple logoCreated apple logo
Art director at advertising and public relations firm Regis McKenna
Designed it with a bite for scale, so people get that it was an apple not a cherry
Also it was kind of iconic about taking a bite out of an apple.
Something that everyone can experience.
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AccessibilityAccessibility
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Gay Rights MovementGay Rights Movement
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Monochrome Logo 1998-presentMonochrome Logo 1998-present
Jobs returned to Apple in 1997
Tinkering with one of the most recognizable logos in the world wasn’t done simply because Steve Jobs is always looking to change things up.
Experimenting with larger logos to make it more prominent.
If the shape of the Apple logo was universally recognizable, why not put it where people could see it?
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Chrome OverhaulChrome Overhaul
Classic logo becomes metallicClassic logo becomes metallic
Old logo looke dout of place on monochrome kitOld logo looke dout of place on monochrome kit
Akin to work by Hajime SorayamaAkin to work by Hajime Sorayama
Airbrushed metallic erotic portrayals of femalesAirbrushed metallic erotic portrayals of females
Sexy Robot 1983Sexy Robot 1983
Fetishism?Fetishism?
Seduction link?Seduction link?
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The Turing MythThe Turing Myth
Alan TuringAlan Turing
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Small evolutionSmall evolution
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BlahBlah
BlahBlah
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Contrast this with QuicktimeContrast this with Quicktime
Constantly changesConstantly changes
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ObjectificationObjectification
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ObjectificationObjectification
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ObjectificationObjectification
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ObjectificationObjectification
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ObjectificationObjectification
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HomageHomage
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MinimalismMinimalism
Work stripped down to Work stripped down to
fundamental featuresfundamental features
Extreme simplicityExtreme simplicity
Music, art, design, architectureMusic, art, design, architecture
Frank StellaFrank Stella
Donald JuddDonald Judd
Eric WatsonEric Watson
Dan FlavinDan Flavin
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MinimalismMinimalism
The logo is used sparingly
“As I type this on my MacBook, an iPad and iPhone on
the desk before me, the only Apple logo visible to my
eyes is the small one in the top left-hand corner of my
computer display.”
It uses the logo effectively
It shouldn’t work – but as a consequence it doesIt shouldn’t work – but as a consequence it does
““Less is more” – Ludwig Mies van der RoheLess is more” – Ludwig Mies van der Rohe
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MinimalismMinimalism
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MinimalismMinimalism
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MinimalismMinimalism
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Making it fleshMaking it flesh
Spoils the beautySpoils the beauty
Distillation of purityDistillation of purity
From Hi tech to carbonFrom Hi tech to carbon
From bits to atomsFrom bits to atoms
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What slogan?What slogan?
Logo so effective we forget the slogans
“Byte into an Apple" used in the late 1970s
“Think Different” 1997–2002("think" is a verb, which is modified by adverbs; therefore the adverb "differently" should be used, not the adjective "different”)
"iThink, therefore iMac" used in 1998
"Say hello to iPhone“ used in 2008
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A few words about fonts . . .A few words about fonts . . .
Motter Tektura Motter Tektura
Designed by Othmar Motter in 1975Designed by Othmar Motter in 1975
Look familiar?Look familiar?
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A few words about fonts . . .A few words about fonts . . .
This text is standard Garamond This text is standard Garamond
1984 onwards1984 onwards
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Myriad and Podium SansMyriad and Podium Sans
2002 onwards2002 onwards
Slimbach & Twombly for AdobeSlimbach & Twombly for Adobe
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Litigation & AppleLitigation & Apple
New York CityNew York City
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Litigation & AppleLitigation & Apple
The Beatles and Apple CorpThe Beatles and Apple Corp
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It’s not a shopIt’s not a shop
ClinicalClinical
Beyond retailBeyond retail
ReligiosityReligiosity
CultCult
TempleTemple
CubismCubism
ZenZen
ContemplativeContemplative
MinimalMinimal
AltersAlters
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BirminghamBirmingham
Anne Summers?Anne Summers?
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