Examining Visual Identity of logo example Essay Example for Free

Examining Visual Identity of logo example Essay Today’s business world is moving at a fast pace and is ever changing, strong corporate identity and corporate image is increasingly necessary to any organization to succeed by embracing this dynamism (Stevenson, Christensen, 2001, PP. 231). Our society is moving at a fast rate than ever witnessed on the globe and many businesses places the human capital and consumer at the center of success strategy. Therefore, to achieve this success effect to the business, effective visual communication through the use of static and dynamic graphics; typography, color, and symbols are used to convey facts, concepts and emotions to the consumers and other stakeholders. This make up systematic graphic design that is information oriented, which helps customer base understand complex information and identify the company’s products that can be translated to profits (Stevenson, Christensen, 2001, PP. 290). In this regard, the logo example in form of an apple fruit is to Apple Computer Inc. the logo is such a familiar one, since it is on the digital and music products that I have interacted with. These products are Cinema Display, iPod, iPhone, Apple TV which are dominant to the young persons, while other products where the logo is displayed are Apple software, Mac, Mac OS X, Mac OS X Server, iLife, iWork and AirPort. Apart from the products of the Apple Inc. company, the logo is placed on entrance of organization’s corporate headquarters in the middle of Silicon Valley, at 1 Infinite Loop, Cupertino, California. Since it is founding in early 1976, Apple computer Inc. has revolutionized personal computing. Additionally, Apple has introduced amazing and wonderful products that have gone beyond technological boundaries. Thorough its attributing innovativeness in computer brands, Apple has become one of the world’s major computer brands in line with IBM, Microsoft, HP and Canon. Beneath Apple excellent brand performance and recognition globally, lies a powerful corporate identity facilitated by its well designed and unique logo. Apple logo is unique, in such a way that it does not bear any writings as many logos are and uses a bitten out apple fruit on the right side instead of a full fruit (Thomas, 2005). Yet, the Apple logo is one of the most recognized corporate symbols in the world of computer and digital business. Over the years since invention of the first logo in early 1976, Apple logo has undergone a revolution to capture the market corporate identity needs. Wayne and Jobs designed first Apple logo that depicted a graphic design of Isaac Newton sitting under an apple tree with words inscribed stating that â€Å"Newton a mind forever voyaging through strange seas of thought† with ‘Apple Computer Co’ (table1. figure 1). This first logo to be used by Apple company, was designed by artistic skills of human person through hand as computers that are dominantly used in our present days were not yet invented. However, the company logo was later changed in late 1976 by designer Rob Janoff of the Regis McKenna Agency designed an iconic logo of an apple with the bite out on right side and with rainbow colors; simply rainbow apple (table1. figure 2). This design greatly relied on the attribute and commemoration to Isaac Newtons discoveries of the gravity (the apple), and the separation of light by prisms (the colors) in scientific technological world (Thomas, 2005, p. 225). The rainbow logo apple was used up to 1998, when the logo appeared in many bright colors; whereby the logo example presented in this case with aqua color scheme was famous among all brightly colored logos of Apple Inc. (table1. figure 3). This aqua color scheme logo was used up to the year 2005, when Apple Inc. discontinued the use of bright colors (Thomas, 2005, p. 204). At present the logo in use have white and raw-aluminum color schemes (table1. figure 4) that result to silvery chrome finish that fit ideally. After revamping the Apple Inc. logo design, the logo freshens up the icon and is consistent with the design scheme. Therefore, making the Apple logo acceptable and endorsed not only by me as a consumer of Apple music products, but also the consumer base and critics world wide. Ideally, the logo design of Apple computer Inc. fit with the services and products it offers to the digital market. This is in the sense that, iconic logo of an apple with the bite out on right side is linked by many visual communication scholars to mathematician Alan Turning who was the father of modern computer who committed suicide by biting into cyanide laced apple. Most significantly the bite is projection and indication of byte vs. bite (Thomas, 2005, p. 304). Furthermore, a rainbow colored Apple logo was used to advertise the color capability of the Apple II computer and the product ‘Macintosh’ refers to a particular variety of an apple. Indeed, the firm is one of a few success stories in the corporate world with Market capital of US$86.3 billion, Revenue of US$32. 48 billion, Operating income US$6. 28 billion , Net income US$4. 83 billion with 14. 88% profit margin and a capacity of 28,000 Employees as indicated by a quarterly financial rep[ort of year 2008. Table1. Apple Inc. logos Figure1: First design Figure2: Rainbow apple logo Figure3:Monochrome Figure4: Silvery chrome . Reference Stevenson, A. , Christensen, L. (2001). â€Å"Corporate identity and corporate image revisited†: European Journal of Marketing. Vol. 35, p. 292-328 Thomas, H. (2005). â€Å"Birth of the PowerBook: How Apple took over the portable market†: Low End Mac, 2005-11-23.