Mac

История логотипа

В 1976 году Стив Джобс вместе со своими друзьями создал новую фирму, но он не знал, как ее назвать. Предприниматель предложил в качестве временного решения — «Apple». Это слово в телефонном справочнике находилось выше Atari — названия компании, в которой он уже успел поработать до этого.

Первый логотип создал Рон Уэйн, который был одним из основателей корпорации. Его вариант напоминал герб: там был изображен Ньютон, сидящий под деревом. Яблоко висело над его головой. Была там и такая надпись: «Разум, вечно путешествующий сквозь странные моря мыслей в одиночестве».

Через год Уэйн ушел из Apple, прихватив с собой чек на $800. Его бывшие партнеры, Стив Джобс и Стив Возняк, таким образом выкупили его долю. Если бы он остался в бизнесе, то эти деньги могли бы превратиться в $72 млрд!

Джобс считал лого с Ньютоном сложным, устаревшим и не отражающим философию своего детища. Тогда он решил прибегнуть к услугам рекламного агентства Regis McKenna. Предприниматель хотел, чтобы логотип был простым, современным и узнаваемым.

Новую версию разработал дизайнер Роб Янов (Rob Janoff). Он купил много яблок и начал их рисовать с разных сторон. В итоге он изобразил надкусанный плод. Интересно, что на английском «укус» означает и компьютерный термин «байт».

Вариант очень понравился Джобсу, но он настаивал на цветном исполнении, поскольку Apple производила ПК с цветным монитором. По его мнению, это принесло бы фирме успех. Дизайнер согласился и раскрасил фрукт в цвета радуги, но расположил их не по порядку. Этот логотип использовался до 1998 года. Янов, кстати, так ничего не получил за свою работу. Это было в стиле Джобса, никак не поблагодаривших многих сотрудников, стоявших у истоков будущего техногиганта.

В начале 2000-ых корпорация начала использовать монохромное яблоко. Его изображали выпуклым и в голубом цвете. Также лого увеличили в размерах. В 2007 году логотип становится похожим на стальное яблоко. Он перекрашивается в серебряный цвет. В 2015 году, уже после смерти основателя, яблоко снова становится черным, объема и текстуры у него больше нет. Такой лого компания использует и в настоящее время.

The emblem

An emblem logo consists of font inside a symbol or an icon; think badges, seals and crests. These logos tend to have a traditional appearance about them that can make a striking impact, thus they are often the go-to choice for many schools, organizations or government agencies. The auto industry is also very fond of emblem logos. While they have a classic style, some companies have effectively modernized the traditional emblem look with logo designs fit for the 21st century (think of Starbucks’ iconic mermaid emblem, or Harley-Davidson’s famous crest).

But because of their lean towards higher detail, and the fact that the name and symbol are rigidly entwined, they can be less versatile than the aforementioned types of logos. An intricate emblem design won’t be easy to replicate across all branding. For business cards, a busy emblem may shrink so small before it becomes too difficult to read. Also, if you plan on embroidering this type of logo on hats or shirts, then you’ll really have to create a design that is on the simple side or it just won’t be possible. So as a rule keep your design uncomplicated and you’ll walk away with a strong, bold look that’ll make you look like the consummate professional.

When to use a combination mark or emblem logos:

A combination mark is a great choice for pretty much any business out there. It’s versatile, usually highly unique, and the most popular choice of logo among prominent companies. (We also see A LOT of combination mark logos get created on 99designs.)
An emblem’s traditional look might be favored by lots of public agencies and schools but it can also serve any up-and-coming private business quite well, especially those in the food and beverage industry: think beer labels and coffee cups (Starbucks!). But remember to play it safe when it comes to detail. You still want a design you’ll be able to print neatly across all of your marketing material.

There you have it. A breakdown of all the types of logos out there.

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This article was originally written by Hilda Morones and published in 2016. It’s been updated with new information and examples.

1st Screen (February 1, 1984-December 16, 1995)[]

Nicknames:

«The Happy Mac», «B&W Happy Mac»
For the error variant: «The Sad Mac» The Mac from Hell/Of doom
For the Mac OS 8.5 variant: «The Colored Happy Mac»

Screen: On a gray background, an icon of a Macintosh with a happy face on the screen appears.

Variants:

Whenever the Macintosh has a severe error, (or happen to press the interrupt switch on the side of some Macs) It will display a black background with the same Image of the Macintosh, but it will be displaying a frown and has X’s over its eyes. This is called the «Sad Mac», which was used in 1984 to 1995.
Starting with Mac OS 8.5 to 10.1 Puma, the background is gray, and the Happy Mac icon of the 1st logo appears, but colored. Starting with the release of Mac OS X 10.0, the Happy Mac became flatter and the spinning wait cursor (commonly known as the»spinning pin wheel of death») appears on the top right corner.

FX/SFX: None.

Startup Sound (Music/Sounds): The trademark Apple note has been known to evolve during the course of the Happy Mac startup, these include:

Macintosh 128K, 512K, Plus, SE and Classic (1984-1992): A beeping sound.
Macintosh II & Macintosh SE/30 (1987-1991): A synthesized guitar note.
Macintosh LC Series & Macintosh Classic II (1990-1993): A quiet synth note.
Macintosh Color Classic, Quadra/Centris Series and 68k Powerbooks (1991-1995): An airy keyboard note.
Power Macintosh & Performa 5200/5300 Series (1993-1995): A string chord.
NuBus Power Macintoshes (1994-1995): A live guitar note.
Quadra/Centris AV Series (1993-1995): The trademark synth chime note that would later be used on newer computers.
PCI Power Macintoshes (1985-1990): A lower pitch version of the same synth chime.
20th Anniversary Macintosh (1990-1995): An echoing light synth note.
iMac G3 & Power Macintosh G3 Blue & White (1994-1995): An even lower pitch and lower quality version of the Quadra/Centris AV chime. The same chime would be used on newer and current Macs.

Startup Sound Variants: When the Sad Mac is displayed, depending on what Mac you’re using. A noise will be heard in the background. These chimes are nicknamed the «Chimes of Death»:

Macintosh 128K, 512K, Plus, SE, Classic, iMac, & Power Macintosh G3 Blue & White (1984-1992, 1994-1995): None.
Macintosh II and SE/30 (1987-1993): A synthesized guitar arpeggio. Depending on the error, this suceeds either a short chord, a single note, or two notes.
Macintosh LC Series & Macintosh Classic II (1990-1992): A higher pitched version of the arpeggio played on a synth followed by four more notes.
Quadra/Centris AV Series (1993-1994): A short, steady tempo tune.
Performa 5200/5300 Series & Macintoshes with PowerPC upgrade card (1995-1997): A dramatic three note brass fanfare followed by drumbeats.
Performa 6100 series (1994-1995): A car engine sound followed by a car crash.
PCI Power Macintoshes (Mid-Late 1995): An airy shattering/axe sound.

Availability: Appears on all Macintosh computers running System 0.97 to Mac OS 9.2.1 (when using a Old World ROM Mac). After the release of Mac OS System 3.0, this screen would appear before the next one, then before the 3rd logo in Mac OS 7.6.

Scare Factor:

None to low, depending on the sound being used for the startups. However, it’s a favorite of many Mac users and Apple fans alike.
Low to high for the Sad Mac variants, as its jarring appearance and whatever noise it plays will startle you. The fact that your computer is in trouble might raise the scare factor for some.
Low to nightmare for the Performa 5200/5300 and PowerPC Sad Mac variant. The dramatic theme may scare a lot of people. The scare factor will raise to those who were expecting the other chimes to start playing and this plays!
Medium to nightmare for the Power Macintosh 6100 Sad Mac variant, the car sound effects come out of nowhere and the crash might be unsettling to a bunch of people.

Судебные разбирательства

Apple часто оказывается замешана в спорах по поводу интеллектуальной собственности. Вот некоторые яркие примеры.

В 2020 году Apple хотела запретить логотип компании Prepear. В иске отмечалось, что зеленая груша якобы похожа на надкусанное яблоко.

Соучредитель Prepear Рассел Монсон запустил петицию «Спасите грушу от Apple!», под которой подписались десятки тысяч людей. В результате долгих разбирательств Apple попросила изменить форму листа, разрешив Prepear использовать грушу.

В 2019 Роспатент отказал Apple в регистрации в России товарного знака для технологии дополненной реальности (AR), поскольку в стране уже были зарегистрированы схожие товарные знаки.

В 2021 году корпорация высказалась против регистрации товарного знака в форме яблока для нанесения на бутылки с питьевой водой. Компания Georgette LLC хотела зарегистрировать логотип с изображением целого яблока с двумя листьями и с надписью I am Arcus. В Apple настаивали, что логотипы визуально похожи.

В этом году Apple проиграла спор со швейцарским производителем часов Swatch по поводу использовании фразы «One more thing» («Ещё кое-что»), которую произносил Джобс перед анонсом нового продукта. Суд посчитал, что эти слова могли изначально принадлежать детективу Коломбо из телесериала.

Зарегистрировать свой товарный знак вы можете здесь. И не забудьте применить купон JOURNALTRADEMARK. Он даст вам скидку в 10% на регистрацию.

Все услуги нашей компании по защите вашей интеллектуальной собственности вы можете найти здесь.

Заглавное фото: Flickr

The combination mark

A combination mark is a logo comprised of a combined wordmark or lettermark and a pictorial mark, abstract mark, or mascot. The picture and text can be laid out side-by-side, stacked on top of each other, or integrated together to create an image. Some well-known combination mark logos include Doritos, Burger King and Lacoste.

Because a name is associated with the image, a combination mark is a versatile choice, with both the text and icon or mascot working together to reinforce your brand. With a combination mark, people will also begin to associate your name with your pictorial mark or mascot right away! In the future, you may be able to rely exclusively on a logo symbol, and not have to always include your name. Also, because the combination of a symbol and text creates a distinct image together, this type of logo is usually easier to trademark than a pictorial mark alone.

Пока, Диор. Привет, массмаркет!

Энди Уорхол был не только художником, но и дизайнером. Кстати, у него неплохо получалось. Так как нью-йоркские девушки обычно меняли наряды по несколько раз за день, Уорхол разработал модель удобного бумажного платья, которое способно поместиться в небольшой сумочке. Необычность платьев заключалась в том, что выпускались они белыми, и с помощью красок можно было создать собственный дизайн.

Придуманное Уорхолом платье не было оригинально скроено. Такой фасон прошёл через все 1960-е, заявив о победе мини над пышными юбками от Кристиана Диора. Одежда стала более демократичной, сексуальной и инфантильной. Дорогим нарядам от кутюрье стали предпочитать одежду массового производства, в повседневный женский гардероб вошли брюки. В эти годы изменился идеал женской красоты: образ зрелой женщины с большой грудью был вытеснен юностью и худобой, и лицом эпохи стала Твигги. Именно в это десятилетие сложился невероятный культ молодости, и искусство поп-арта ориентируется на любовь молодежи к яркому, вызывающему, свободному и приносящему удовольствие.

Энди Уорхол. СУПерплатье. 1966—1967 гг. Частная коллекция

Узнать больше не только о произведениях поп-арта, но и о других направлениях в искусстве XX века поможет книга «Искусство XX века».

4th Screen (May 7, 2005- )[]

Nickname: «The Apple Logo»

Screen: A gray background fades in; then, the dark Apple logo then appears at the center. After a while, the loading circle appears below the logo.

Variant: Starting with 10.10 Yosemite, a progress bar appears. On newer Macs, the background is black and the Apple logo is white. Prior to 10.10 Yosemite, on safe boot, the progress bar appeared below the circle.

FX/SFX: The logo appearing. Amazing animation done by Intralink Graphic Design (up until Mavericks) and Omnibus Computer Graphics (up until Catalina) and Trollbäck + Company (from Big Sur onward).

Startup Sound (Music/Sounds): The 1998 iMac synth chime, again. On newer Macs (beginning with MacBook Pro), none. A more majestic re-arrangement of «Merrily We Roll Along» from Big Sur onward.

Availability: Current. Appears on all the Mac computers using 10.2 Jaguar onwards. This serves as the 1st screen that appears before the 2nd screen of the previous startup on 10.2 Jaguar, and also before the next logo on 10.3 Panther. Versions after 10.4 Tiger has no other screen following afterwards besides the desktop or log-on request.

Summary of Andy Warhol

Andy Warhol was the most successful and highly paid commercial illustrator in New York even before he began to make art destined for galleries. Nevertheless, his screenprinted images of Marilyn Monroe, soup cans, and sensational newspaper stories, quickly became synonymous with Pop art. He emerged from the poverty and obscurity of an Eastern European immigrant family in Pittsburgh, to become a charismatic magnet for bohemian New York, and to ultimately find a place in the circles of High Society. For many his ascent echoes one of Pop art’s ambitions, to bring popular styles and subjects into the exclusive salons of high art. His crowning achievement was the elevation of his own persona to the level of a popular icon, representing a new kind of fame and celebrity for a fine artist.

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3rd Screen (September 23, 1999-August 8, 2000, August 22, 2000-September 5, 2009)[]

Nicknames: «The Blue Apple Logo (1999-2003)», «The Glossy Apple Logo (2003-2007)»

Screen:

September 23, 1999-September 19, 2001 (10.0): On a blue background, a rectangle in the center with lines appears, with a metalic Apple logo near the top, and the text «Mac OS X» below it. The progress bar is seen below. «Welcome to Macintosh.» is seen below the bar. Then, verbose information about the startup appears in place of «Welcome to Macintosh«.
December 26, 1999-November 9, 2003 (10.1-10.2): Same concept, but with a blue, glassy apple logo.
July 11, 2003-September 5, 2009: (10.3-10.4): It’s the same concept as before, but the apple logo is in white with a streak, «Mac OS X» is seen with a different font, and the loading bar and «Welcome to Macintosh.» with theverbose information (in Panther) or «Starting Mac OS X…» (in Tiger, with no verbose info) text are inside a darker rectangle section.

FX/SFX: The download bar. This was done by Stephen Brandt of Hatmaker Films in Boston, Massachusetts.

Startup Sound (Music/Sounds): None (since the «Colored Happy Mac» and the next logo actually serve the startup sound).

Availability: Pretty rare. Appears in Mac OS X 10.0-10.4 computers.

Scare Factor: None.

Abstract logo marks

An abstract mark is a specific type of pictorial logo. Instead of being a recognizable image—like an apple or a bird—it’s an abstract geometric form that represents your business. A few famous examples include the BP starburst-y logo, the Pepsi divided circle and the strip-y Adidas flower. Like all logo symbols, abstract marks work really well because they condense your brand into a single image. However, instead of being restricted to a picture of something recognizable, abstract logos allow you to create something truly unique to represent your brand.

The benefit of an abstract mark is that you’re able to convey what your company does symbolically, without relying on the cultural implications of a specific image. Through color and form, you can attribute meaning and cultivate emotion around your brand. (As an example, think about how the Nike swoosh implies movement and freedom).

Искусство или рекламный плакат?

Звезда поп-арта взошла в 1962 году, когда Энди Уорхол, изобразил стоящие в ряд бутылки кока-колы, тем самым сделав предметом искусства вещь с коммерческим имиджем. Выбрав самый американский и самый узнаваемый бренд, художник обратился к герою своего времени: любителю приобретать.

Изобразив известную всем бутылку, художник взял лишь её оболочку, за которой не видно самого напитка, но в этом и заключается философское содержание произведения. Поп-арт расцветает в обществе потребления, в котором возникли совершенно новые ценности и ориентиры.

Энди Уорхол. Зелёные бутылки кока-колы. 1962 г. Музей американского искусства Уитни, Нью-Йорк

Accomplishments

Warhol’s early commercial illustration has recently been acclaimed as the arena in which he first learned to manipulate popular tastes. His drawings were often comic, decorative, and whimsical, and their tone is entirely different from the cold and impersonal mood of his Pop art.
Much debate still surrounds the iconic screenprinted images with which Warhol established his reputation as a Pop artist in the early 1960s. Some view his Death and Disaster series, and his Marilyn pictures, as frank expressions of his sorrow at public events. Others view them as some of the first expressions of ‘compassion fatigue’ — the way the public loses the ability to sympathize with events from which they feel removed. Still others think of his pictures as screens — placed between us and horrifying events — which attempt to register and process shock.
Although artists had drawn on popular culture throughout the 20th century, Pop art marked an important new stage in the breakdown between high and low art forms. Warhol’s paintings from the early 1960s were important in pioneering these developments, but it is arguable that the diverse activities of his later years were just as influential in expanding the implications of Pop art into other spheres, and further eroding the borders between the worlds of high art and popular culture.
Although Warhol would continue to create paintings intermittently throughout his career, in 1965 he «retired» from the medium to concentrate on making experimental films. Despite years of neglect, these films have recently attracted widespread interest, and Warhol is now seen as one of the most important filmmakers of the period, a forefather of independent film.
Critics have traditionally seen Warhol’s career as going into decline in 1968, after he was shot by Valerie Solanas. Valuing his early paintings above all, they have ignored the activities that absorbed his attention in later years — parties, collecting, publishing, and painting commissioned portraits. Yet some have begun to think that all these ventures make up Warhol’s most important legacy because they prefigure the diverse interests, activities, and interventions that occupy artists today.

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Monogram logos (or lettermarks)

Monogram logos or lettermarks are logos that consist of letters, usually brand initials. IBM, CNN, HP, HBO… Noticing a pattern, yes? They’re the initialisms of a few famous businesses with rather lengthy names. With 2 or 3 words to remember, they’ve each turned to using their initials for brand-identification purposes. So it makes perfect sense for them to use monograms—sometimes called lettermark logos—to represent their organizations.

A lettermark is a typography-based logo that’s comprised of a few letters, usually a company’s initials. The lettermark is all about simplicity. By utilizing just a few letters lettermark logos are effective at streamlining any company brand if they have a long name. For example, how much easier is it to say—and remember—NASA versus the National Aeronautics and Space Administration?

Have a question?

Because the focus is on initials, the font you choose (or create) is very important to make sure your logo is not only on-theme with what your company does, but also legible when you print on business cards. Also, if you’re not an established business already you may want to add your full business name below the logo so people can begin to learn who you are right away.

2nd Screen (March 23, 1995-September 7, 2002)[]

Nicknames: «The Finder Icon», «The Blue Face»

Screen: On a gray background, a bordered gray square appears with another bordered square inside, filled in white. Inside that square there’s an icon of a blue/cyan face with a large nose, causing it to look like two faces if you look closely, one of then looking at the screen and the other pointing at the left. Below there’s «Mac OS«, with a «TM» trademark above «Mac«. Below the white square there’s the text «Starting up…» and the download bar below. The background varies depending on the version; it may be gray or blue (with or without little Finder faces in the background). At the very bottom of the screen, icons representing the system’s extensions appear one by one as they are loaded.

Trivia: Extensions were removed in Mac OS X due to the fact that extensions sometimes tended to make the system very unstable.

Variants: On every update, there are changes that happen to the logo.

Mac OS 7.6 (1997): The «U» in «up» is now uppercase. Plus, the background is now blue with several copies of the Mac OS logo.
Mac OS 8 (1997):The «TM» symbol is not above «Mac«, remaining the background the same as the Mac OS 7.6 update.
Mac OS 8.5 (1998): The download bar has a new blue gradient fill. Plus the «Mac OS» wordmarks on each copy of the logo is removed and the background is now darker.
Mac OS 8.6 (1999): «OS» is no longer blue and a «8.6» is seen next to the wordmark,thus making it read as «Mac OS 8.6«. The background is still the one from the Mac OS 8.5 update.
Mac OS 9 (1999): The number is changed to «9«, thus making it read as «Mac OS 9«. The background from the Mac OS 8.5 update.
Mac OS 9.1 (2001): The number is changed to «9.1«, thus making it read as «Mac OS 9.1«. The background is also cyan with a cyan gradient fill.
Mac OS 9.2 (2001): The number is changed to «9.2«, thus making it read as «Mac OS 9.2«. The background is plain blue this time.

FX/SFX: The download bar. Animated by Top Draw Animation starting with Mac OS 9.

Startup Sound (Music/Sounds): The music varied from Mac OS 7.5.1 to Mac OS 9 (usually a soundbite from Mac OS, like the 1st screen):

Mac OS 7.5.1 (1995): A short rock and roll tune (composed by Canadian-German singer/guitarist King Khan), possibly an explosion sound when the logo pops up, «varoop» sounds as the sticks and eyeballs fly out, and a deep saxophone accompanied by a cowbell ringing; also, a frog croaks twice before the screen fades out. Composed by Mark Mothersbaugh, John Enroth, and Albert Fox & written by Jared Faber.
Mac OS 7.6 (1997): Various sound effects (some of which are subtle, so you’ll have to listen closely), followed by an accordion/xylophone tune (composed by Kevin Manthei):
- A laser-like sound when the logo pops up, mixed with a «zip-in» sound.
- An accordion playing as the logo bounces, accompanied by the Hoyt Curtin/Hanna-Barbera boing (interrupted by a «bork» sound, also from Hanna-Barbera).
- A splat sound effect (Hollywoodedge, Wet Splats Various CRT052303, from the Cartoon Trax Volume 1 Library).
- Some wobbling sounds and distorted swooshes accompanied by various crazy «noisemaker» sounds, two of which sound like a saxophone and a descending ukulele/acoustic guitar pluck.
Mac OS 8 (1997): Same as last time, but we hear a bell jingling and a xylophone/bass clarinet jingle at the end (composed by Sarah Frost-Goetz), followed by the «bork» sound.
Mac OS 8.5 (1998): A slide whistle, a stock «boing» sound effect (probably from Disney), and the «noisemaker» sounds from above, accompanied by a hip-hop tune (composed by Jonathan Elias) with a horn section and bongos.
Mac OS 8.6 (1999): A distorted techno theme music composed by Stephen Mank.
Mac OS 9 (1999): Three different but similar-sounding beeping electronic sounders.
Mac OS 9.1 (2001): Various distorted-sounding synth/guitar sounders.
Mac OS 9.2 (2001): An organ rendition of the 1998 iMac synth chime, composed by Steve Rucker and Tom Chase.

Availability: Uncommon. Appears on Macintosh computers running Mac OS 7.6, 8, and 9, such as the PCI Power Macintosh computers and the iconic iMac G3.

Scare Factor: None.

Mascots

Mascot logos are logos that involve an illustrated character. Often colorful, sometimes cartoonish, and most always fun, the mascot logo is a great way to create your very own brand spokesperson—er, spokes-character(?).

A mascot is simply an illustrated character that represents your company. Think of them as the ambassador for your business. Famous mascots include the Kool-Aid Man, KFC’s Colonel and Planter’s Mr. Peanut.

Mascots are great for companies that want to create a wholesome atmosphere by appealing to families and children. Think of all those mascots at sporting events and the great dynamic they create by getting involved with the audience!

When to use picture and symbol logos:

- A pictorial mark alone can be tricky. It’s effective if you already have an established brand but that’s not a hard and strict rule. You can use brandmarks to your advantage to convey what your business does graphically if your name is too long, and they can also be used effectively to convey a desired idea or emotion.
- Pictorial and abstract marks also work quite well for global commerce if, for example, a business name doesn’t lend itself well to translation.
- A pictorial mark however may not be the best idea if you anticipate changes to your business model in the future. You may start off selling pizzas and use a pizza in your logo but what happens when you start to selling sandwiches or burgers, or even produce?

Have a question?

Abstract marks allow you to create a completely unique image for your business, but are best left to design professionals who understand how color, shape and structure combine to create meaning.
Think about creating a mascot if you are trying to appeal to young children or families. One big benefit of a mascot is it can encourage customer interaction so it’s a great tool for social media marketing as well as real-world marketing events. I mean, who doesn’t want to take a selfie with the Pillsbury Doughboy?
Remember that a mascot is only one part of a successful logo and brand, and you may not be able to use it across all your marketing material. For example, a highly detailed illustration may not print well on a business card. So put some consideration in the next type of logo design below, the combination mark.

Как все начиналось?

На дворе двадцатый век. И шедеврами уже считаются не только картины Микеланджело и Леонардо да Винчи. На смену классическому искусству приходят совсем другие произведения. Какие? Например, известный коллаж из журнальных вырезок Ричарда Гамильтона «Что делает наши дома такими разными, такими привлекательными». Здесь вы найдете рекламу ветчины и пылесосов, молодости и красоты, леденцов на палочке и бобинных магнитофонов — всё узнаваемо и понятно. Этот коллаж 1956 года обозначил культурные ориентиры грядущего десятилетия, и от абстракции маятник искусства качнулся в сторону предметности.

Товары массового потребления, увековеченные Гамильтоном, стали героями поп-арта, который займет главное место в искусстве 1960–1970-х годов, но не в Европе, а в США. Благодаря экономическому росту после войны Америка заняла ведущие позиции как на политической сцене, так и в искусстве.

Ричард Гамильтон. Так что же делает наши сегодняшние дома такими разными, такими привлекательными? 1956 г. Музей искусств, Тюбингем

Товарные знаки

Apple, логотип Apple, AirDrop, AirPlay, AirPrint, Apple Music, Apple Pencil, Apple TV, Apple Watch, Digital Crown, Face ID, FaceTime, Finder, GarageBand, Handoff, iMovie, iPad, iPadOS, iPad Pro, iPhone, iTunes, iWork, Keychain, Keynote, Launchpad, Mac, MacBook, MacBook Pro, macOS, Magic Mouse, Motion, Numbers, OS X, Pages, QuickTime, Safari, Siri, Soundtrack, Spaces, Spotlight, Touch ID, TrueType и WebObjects являются товарными знаками Apple Inc., зарегистрированными в США и других странах.

В России у корпорации более 200 зарегистрированных товарных знаков и заявок на их регистрацию — Apple, «Яблоко», «айФон», «айПэд», «Ипод», «айПод» и многие другие.

Wordmarks (or logotypes)

Similar to a lettermark, a wordmark or logotype is a font-based logo that focuses on a business’ name alone. Think Visa and Coca-Cola. Wordmark logos work really well when a company has a succinct and distinct name. Google’s logo is a great example of this. The name itself is catchy and memorable so, when combined with strong typography, the logo helps create strong brand recognition.

Also, like with a lettermark logo, typography will be an important decision. Since the focus will be on your name, you’ll want to pick a font—or create a font—that captures the essence of what your business does. For example, fashion labels tend to use clean, elegant fonts that feel high-end, while legal or government agencies almost always stick to traditional, “heavier” text that feels secure.

When to use lettermark and wordmark logos:

Consider a lettermark logo if your business happens to have a long name. Condensing the business name into initials will help simplify your design and likewise, customers will have an easier time recalling your business and your logo.
A wordmark is a good decision if you’re a new business and need to get your name out there, just make sure that name is short enough to take advantage of the design. Anything too long can look too cluttered.
A wordmark logo is a good idea if you have a distinct business name that will stick in customers’ minds. Having your name in a great, designed font will make your brand all the stickier.
Both lettermark and wordmark logos are easy to replicate across marketing material and branding thus making them highly adaptable options for a new, and developing, business.
Remember that you’ll want to be scrupulous when creating a lettermark or a wordmark. Your business name in a font alone likely won’t be distinct enough to capture the nuance of your brand. So make sure you hire a professional who’ll have an eye for detail.

Pictorial marks (or logo symbols)

A pictorial mark (sometimes called brand mark or logo symbol) is an icon—or graphic-based logo. It’s probably the image that comes to mind when you think “logo”: the iconic Apple logo, the Twitter bird, the Target bullseye. Each of these companies’ logos is so emblematic, and each brand so established, that the mark alone is instantly recognizable. A true brand mark is only an image. Because of this, it can be a tricky logo type for new companies, or those without strong brand recognition, to use.

The biggest thing to consider when deciding to go with a pictorial mark is what image to choose. This is something that will stick with your company its entire existence. You need to think about the broader implications of the image you choose: do you want to play on your name (like John Deere does with their deer logo)? Or are you looking to create deeper meaning (think how the Snapchat ghost tells us what the product does)? Or do you want to evoke an emotion (as the World Wildlife foundation does with their stylized image of a panda—an adorable and endangered species)?