Logo Talks

Apple logo is one of the most popular logo around the world. Also it is classified as one of the best logo in the world. Furthermore, it is included in Top 100 brands by social media engagement. There are a lot of stories about its inspiration and colors. It is interesting example for logo has been unchanged for 30 years ago and still.

Rob Janoff is a graphic, logos and identities designer. Also printed advertisements and television commercials. He worked on many high tech accounts like national print and television for advertising agencies in New York and Chicago. Aslo client brands have included like IBM, Diners Club, Kleenex, Kraft and SC Johnson. Listen to our talk with Rob Janoff

First of all we would like to thank you for taking the time to provide Logo Talks with this interview. Please tell us more about your background and formal education ?

I went to school in Northern California at San Jose State University and started working in the San Francisco Bay area in 1970, which became the heart of silicon valley computer and consumer electronics boom. So without really planning it I happened to be in the right place at the right time.

Let’s talk about your biggest work for Apple company, What you felt when you received a request to work on Apple’s logo?

Just like any other job. I was told that these two guys started this company called Apple computer. They were making a small computer to use at home to do household finances, recipes, help with kids homework and simple games like pong. I didn’t think people would go to the trouble to learn a program language for things like that. Many people thought that by going up against big companies like IBM and HP, that they didn’t stand a chance for success. But I knew that a computer named after a fruit had something going for it.

What does the inspiration in the apple’s logo represents? Is there any reference  to religious belief like biblical event or it’s reference to art direction?

There are a lot of stories circulating about what the Apple logo really means. One familiar story I hear a lot is that the apple is suppose to represent knowledge. Eve taking a bite out of apple in the garden of eden is not what I had in mind at the time. As far as symbolism goes it’s just the shape of an idealized apple, which was the name of the computer. The bite just makes it look  more like an apple than another piece of fruit. Not real glamorous symbolism, I know.

What about the colors ?

Here’s what the colored stripes are not about. Not about gay anything. Another story I’ve heard a lot. The very simple truth is that the Apple II was the only computer that could be used with a color monitor, thus  color bars. Also the stripes made the computer look more fun and approachable. Not so serious.

How long did you spend to creating a Apple logo?

I don’t really remember, but I think it was a week or two.

How did you represents your ideas to Steve Jobs and Apple Company?

Just showed him one concept, two versions. With and without the bite. Pretty much the only brief we had on the logo was “don’t make it cute.”

Did you asked Steve Jobs or his team any questions before starting the work ?

Not really, I was briefed by my creative director regarding the client, the new thing called a “home computer” named after a piece of fruit. From the very beginning I knew the whole project would be fun, but I never dreamed of the success of the computer, the company or the logo.

When you designed the Apple Logo in 1977, You had just worked on pencil and paper. Now you are using cutting-edge technology. Is there a differences in the way to make great logo ?

No. You make a great logo, first by thinking of a great concept that says something about the company or product. Then comes the pencil and paper, just like now. Same process. The technology’s part in the process is about building the logo, polishing, making variations, type selection etc. Seems like many logos today skip the first two steps.

Apple made some changes from time to time on its logo via Landor & Associates, why you didn’t do that?

I believe Landor only did the first changes in the early 80′s. I was working for a different agency by then, and was no longer associated with Apple.

Where does your inspiration come from?

When I’m working on a project and have collected all the input about it, I like to check out the various graphic design annuals where you often see the best things done that year in any particular category. Even older annuals can be an inspiration. Bookstores that have a good art and design section usually have a lot of the latest design magazines and annuals. Many can be found on line too. I think everyone needs to see what other designers are doing.

What makes a good logo in your opinion?

I think a good logo starts with a good understanding of the company you’re designing for. I like logos that are simple, easy to understand without making the viewer do a lot of work and that captures the personality of the company.

why you don’t work as freelancer ?

I do an have been for many years. These last few years have been leaner than most however.

What do you think about design contests in general?

Logo design competitions are a very subjective thing. I entered the Apple logo the year I did it, but didn’t get accepted. As I said before, they are also a great reference resource for everyone.

What projects do you currently have in progress?

Not a  lot. I’m doing a lot of mentoring on line, doing talks and planning to teach a class or two soon.

Do you have any tips for upcoming artists and designers?

Well I believe these are difficult times for anyone starting out on a career in design right now with the economy the way it is. I  think you really have to love everything about graphics and design so much that you wouldn’t mind doing a job for little or no money. Keeping a passion for graphics alive is so important during lean times. Also with technology the way it is today, everyone thinks they can be a designer. Which of course they can’t. It’s always good to be able to do something else to pay the rent when design jobs are few and far between.

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