Apple’s First Hiccup

Where were you in 1976? Steve Jobs was working with his then two partners, Ronald Wayne and Steve Wozniak, on Apple’s logo.

Have you seen it recently? Their first was horrible by anyone’s measure.

Apple logos

Thankfully, Rob Janoff, who became Apple’s corporate designer, instantly realized the error of Apple’s ways and created a new logo which has remained in force for more than 30 years.

Of course, it has been modified throughout the years but the primary design has been retained until this day.

One aspect that sets Apple’s logo apart is it does not include the company’s name. An intriguing fact when you stop to consider that most corporate logos have the company’s name incorporated in some fashion. It seems that even from the beginning Apple executives felt a strong pull toward imagination and creativity and were willing to lose the literal dimensions that so often accompany corporate decision-making. This pioneering spirit has led to some extremely inspiring packaging, from the products Apple makes to the packaging they are delivered in. All Apple products have one thing in common though: they are not like anyone else’s. It’s an interesting way to brand a company isn’t it.

Tom Wants to Hear Your Branding Issues:
If you are a printing company, or product/services company serving the industry, and would like to be considered for a feature in this blog, please contact Tom Marin for an interview.

Follow MarketCues on Twitter for branding and social media tips, as well as the latest trends. Tom also welcomes emails, new LinkedIn connections, calls to 407.330.7708 or visit How can he help solve your branding issues?

Tom Marin is the managing partner of and provides corporate and brand strategy to organizations of all sizes. He has an extensive background in the graphic arts, printing, publishing and media industries. Marin is an accredited member of the national and international chapters of the Business Marketing Assn., is a (CBC) certified business communicator and a past marketing chair of the Chicago chapter.

Related Content
  • http://TJTedesco TJ Tedesco

    Love the marketing history lesson. I would have never believed Jobs & Co. produced that 1st monstrosity.