Apple
I have always admired the Apple branding as it is simple, clear and appeals to a wide audience. I have looked into the brand briefly during my summer brief research but I would like to look in specific detail at the rules and regulations put in place.
As our first brief is to produce an information pack I think it would be a great time to look into the Apple brand as I use it as a development reference point occasionally.
I started out by looking at the brand guidelines which was very interesting.
Brand Outlines
The first note from Apple clearly states that any business which does not comply with the regulations will have the Apple brand removed from them.
Using Apple channel signatures:
Different variations of the signature available...
Signature colour:
This section states the options for colour with the Apple logo. I was interested to find out that only Apple are aloud to use the grey logo. I think this is a great way to identify a legitimate piece of Apple design. It is also a great way to divide the main business from the other independent and smaller companies. I do think that this needs to be communicated more to the general public.
Along with the colour of the logo Apple have set guidelines for the size and clear space which is allowed between the resellers logo. I think this is an effort to keep the brand very separate which, again, I think is a very smart move from Apple as they are such a popular company whose products are sold out of the Apple store.
Typography
Signature mistakes:
Do not alter Apple channel signature artwork in any way. Always use the complete
electronic artwork provided by Apple.
Avoid these common mistakes:
• Never use the Apple logo alone in your communications.
• Do not remove the Apple logo from the signature artwork or alter the relationship
of the elements in any way.
• Do not change the font or alter the spacing between letters.
• Do not incorporate the Apple channel signature into your company identity.
• Never create a new signature that combines the Apple logo with your business name.
• Do not reproduce the signature using any color other than black or white.
• Do not use logo artwork that has been rendered to look three-dimensional.
• Do not rotate or animate an Apple channel signature or make any of its elements
three-dimensional.
• Do not add special effects to the signature such as shadows, reflections, or glows.
Main do's and don't from this section:
- Do not have the logo alone
- Do not have the logo bigger than your own
- Do not add the logo to your logo
- Do not alter the logo in any way
Here Apple state that even if the logo warrants a repeat they do not want it to be repeated on the same page unless absolutely necessary. They have proposed many different examples of how it can be used once for several pieces of information. I think this is to combat a repeat pattern being made and the brand becoming cluttered, Apple have a set identity and do not want it to be shown in a bad light no matter the platform.
Here my thoughts have been confirmed as Apple have stated that repeat logos are not wanted.
Here there is a clear space between the Resellers logo and the Apple logo. This is to combat brands advertising themselves as a secondary seller for Apple. I think these outlines are very well explained and would be easy to read by anyone. This is one of the traits I like about Apple and something I aspire to in my career.
Websites...
When it comes to websites Apple is one of the best. Lots of companies aspire to have a website with similar appeal and this has brought lots of copying into play. To combat this Apple have set certain web guidelines which do not allow the logo or the design to be replicated.
There are also regulations for email. Many people are authorised Apple sellers but they are not allowed to use the Apple logo on the end of their email. Again, this is to avoid confusion between brands and themselves.
Social media is any form of communication that is built on group participation, commenting,
and interaction. Social media communications must represent your company or store,
not Apple. Do not use an Apple channel signature in social media promotions, and do not
include a signature as part of other graphics. Instead, refer to your Apple channel authorization
in text. An Apple channel signature can be visible as part of storefront signage if it
appears in a photo of your store exterior.
Social media can be used as a resource only to announce Apple product availability.
You must have Apple’s permission to engage in social media communications related to
Apple and Apple products.
Do not post Apple product assets or Apple product photos to social media sites, and
do not attach them to tweets. Do not run social media campaigns that feature Apple
products. Refer to the product asset kits available on ASW for more information.
The social media section is asking for companies not to display the Apple logo within their social media presence.
Vehicles
An example of a vehicle with the logo:
Placing the logo on any merchandise:
T-shirts:
Stationary:
Using Apple photos:
It is important to keep up-to-date with Apple and the design changes which are made constantly.
Exteriors of the sellers property:
Preferred placement:
If the store has any glowing signs on the exterior the Apple logo is not allowed to be altered to fit in with the other design.
Restrictions on window displays:
Along with the actual design of the printed material within a shop the furniture and fittings are also closely monitored.
Signage:
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