Re: Apple Logo Tattoo

["sicklittlemonkey" <Nick.Westgate@gmail.com>]

PZ wrote:
> I always thought it was Jobs.  Didn't the logo change happen right
> around the time he came back to Apple?

A quick google finds an article that supports that:
http://findarticles.com/p/articles/mi_m0BDW/is_n22_v38/ai_20815673

Those articles often disappear, so I'll paste it below.

Cheers,
Nick.

---

Like the Company, Apple's Familiar Rainbow Logo Undergoes Change
Brandweek,  June 1, 1998  by Tobi Elkin

Apple Computer has begun evolving its familiar six-color-rainbow apple
logo to introduce new colors, sizes and uses for the ubiquitous mark,
the first alteration for the well-known brand icon in the company's
history.

The changes, which began rolling out at trade shows earlier this year
and most recently appeared on the company's G3 PowerBook notebook
computers and collateral for its iMac desktops that are set to ship in
July are part of an ongoing effort at Apple to explore different ways
of leveraging the logo, via in-house designers and agency CKS Design,
Cupertino, Calif. It's also another area in which Apple's returned
co-founder, Steve Jobs, has shown himself willing to rethink long-held
tenets.

"We will see less and less emphasis on the six-color logo, but we're
not doing away with it at all," said Allen Olivo, senior director,
worldwide advertising and marketing communications, for the
Cupertino-based computer manufacturer.

Olivo described the new elements as "more of an evolutionary look" and
said Apple was evaluating different ways of treating the log, including
making it larger and possibly using a 3-D format. Apple will also draw
from a richer color palette that includes burnt orange, various shades
of purple and blue and metallic inks. Apple is also mulling the use of
a translucent-style logo.

The only element considered untouchable is the logo's basic shape.
"We're focusing on the apple's shape and outline because we believe
that's really where the brand equity is," Olivo said. Apple's new 03
Power-Books keep the standard six-color app]e at the base of the
notebook's screen but add a larger, silver-dollar-size white apple logo
on the outside cover.

"We wanted to make the logo a more integral part of the brand
architecture. . . to do that with the six-colors [would] make it more
obtrusive," Olivo said.

While the monochromatic look has always been an accepted use of the
Apple logo, larger sizes weren't. The six-color logo on the inside of
the G3 Power-Books will disappear by fall, and consumer portables will
also get a new logo.

The iMac desktops sport a new modular design and a larger, quarter-size
apple logo in a new color Apple calls Bondi blue, a sea-green turquoise
shade that complements the new color highlights on the iMac itself. The
logo changes have begun showing up on collateral, products, packaging
and the "Think different" ad campaign via TBWA/Chiat Day, Venice,
Calif. Apple's most recent "Steamroller" TV ad execution, in which
Apple's G3 Power-Books crush the Pentium II notebook competition, ends
with a shot of the unfilled apple logo.

COPYRIGHT 1998 BPI Communications, Inc.
COPYRIGHT 2000 Gale Group