Apple logo. An icon and symbol that has changed little over the years. A symbol that has never been replaced and whose shape has remained the same since 1977. Its author, designer Rob Janoff, spoke about the story behind the iconic and seemingly simple logo.
Say it with a picture
When Rob Janoff came to the famous Silicon Valley, he first worked at the marketing firm Regis McKenna in Palo Alto. "Then the two Steves came," Janoff recalls. “They had their own home computer factory, it was a huge innovation. And I got a job with them. I later found out from the creative director that the reason I was hired was because I came across as the most conceptual of all the art directors.”
Creating a brand for a startup in the 1970s was a task for a man whose mind is characterized by extraordinary imagination. Until then, not many things had been invented that Janoff could bounce off of when branding. “The creative director explained to me all the complicated things that the new product would handle. It was up to me to translate that message into a visual, metaphorical form,” Janoff describes.
Across the changes
Company logo Apple before Janoff's intervention, it resembled a line drawing of Sir Isaac Newton sitting under a tree. It was designed by co-founder Ronald Wayne. "The first thing Steve and I started on was the logo design itself. Then I was asked to design labels for the small audiocassettes on which at that time Apple he distributed his software," explains Janoff, who was also involved in the changes related to the launch of the computer Apple II. At first glance, an inconspicuous step, such as transforming the logo into a simple bitten apple in rainbow colors, had a surprising effect on the attractiveness of the Cupertino company.
Janoff's work for Apple It was definitely not easy – among his tasks was, for example, the design of the identity of the upcoming Apple computer, which he did not have the opportunity to try out. When Steve Jobs first introduced "unmarked" to Janoff Apple II, it was simply a prototype computer "box". “Steve wanted to make the first computer, designed for mass production. He went to Macy's in Palo Alto and saw all the objects made of white plastic - I think that's what inspired him to define the shape Apple II.".
Look good
Forty years later, Janoff is still working on graphic design – this time in his own right own agency. Janoff keeps a close eye on the ever-changing industry. “I find it amazing to see how many people think that designers design logos to have some meaning and depth. At the same time, it takes a lot of work just to make things look at least half right," says Janoff, citing the company's logo as an example. Apple.
“For several weeks I worked with drawings of apples, trying to get an easily recognizable silhouette. I decided to "bite off" a part of it to make it clear that it is not a cherry or a tomato. But the creative director drew my attention to another aspect of the bitten part – it was a play on words, where a bit (bite) is read the same as a byte, i.e. a unit of data. It was such a happy accident," says Janoff.
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Inspiration of simplicity
The author of the apple logo was primarily inspired by legends such as Saul Bass, who has a number of iconic movie posters to his credit, or the modernist Paul Rand. “The simple symbolism they both worked with, along with how much they were able to convey through their work, was just brilliant. I think it was these two who kicked me to work in the field of graphics."
“I like the sense of humor, the provocative headlines, the provocative imagination that makes people think differently. It's a powerful tool that becomes even more powerful if you're good enough that people are buying and publishing your work,” adds Janoff.
Company logo Apple It meets these criteria without exception. It has secured the Cupertino company a place in the Interbrand ranking of the most valuable brands for the past five years, for example. “You start with something that you almost have protective tendencies towards, something that you feel ownership of – and suddenly it’s not yours anymore, it’s everyone’s,” the head of design described the creative process Jony Ive in the year 2015.
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Like your own child
"I'm happy and proud to see our logo everywhere," admits Janoff. “In real life, you really see him everywhere. When I walk around the airport, I see it on the laptops of people around me. Then I feel at home. Not every designer has the opportunity to experience this."
Janoff is happy to share his experience and skills with other professional creators. In March, for example, he is hosting master classes in New Yorku, also offers its services through the service Fiverr Pro.
"The Internet is a great thing," Janoff says of today's technology. “Being able to share anything is great. But everyone has an opinion, and it is strictly subjective. Being creative and coming up with creative products cannot please everyone completely."
“A lot of people, especially young people, put a lot of care into everything they create, and when they encounter criticism, it's devastating for them. I spend a lot of time explaining that the criticism is not about you. 'I like you, but I don't like this thing, and I'll tell you why' - no one will tell you that on the Internet.".
"Whenever I talk to children, there is a tendency to immediately rush to the computer. But the idea is often missing here. I would even say that technology can often kill an idea because you spend a lot of time making a certain piece look good... Ideas usually come when you are completely free and drawing things from your brain to paper.”
Listening above all
“I think when I worked with Steve, I was very naive and inexperienced,” admits Janoff. Now I always work with more than one design. I usually make dozens of designs and gradually reduce their number. I always show all the logos to the client so that he knows that the money he invests in me is well invested." But at the same time, Janoff points out that it is important not to overload the client with options. Solving a problem is a job that must be done by the designer. "Putting the client in front of a million options means making it difficult for him to choose something. We have to deploy our skills and get a good feel for the best way to work."
“I'm glad to be in a position where I can use my tools to communicate on a fun level. What I do best and love the most is the whole process of thinking, solving problems, listening to the client and trying to solve what they really want."
Source: 9to5Mac
