This article systematically sorts out and explains the brand logo from the essence-purpose-the role played under the business logic-4 basic text message service principles. I believe this article will give you a new understanding and view of the logo. In early 1977, Rob Janoff, the art director of RegisMckenna advertising agency, received a design order from Apple to redesign the Apple logo. Before that, Apple's logo was a complicated picture, a sign (the picture shows Newton sitting under an apple tree), this logo was used for a year, and Jobs wanted to replace the logo on the eve of the Apple II release. Rethinking Brand Identity: Helping Brands Win the Competition Jobs had only one request for the new logo: not to be too cute. After receiving this task, Rob Janoff bought a lot of apples, put them in a fruit bowl,

and drew a sketch of the apples for a week, in order to simplify the shape design of the apples. In the end, Rob Janoff submitted two designs, one was a bite-sized apple, and the other was a full-fledged apple. After seeing it, Jobs thought that the text message service two logos were still somewhat cute, but chose a bite-sized apple. Originally the logo consisted of six colors, because Apple II was the first computer to display color for home and personal use, and the six colors conveyed individuality and youthfulness. Rethinking Brand Identity: Helping Brands Win the Competition This logo has been used for 20 years. Later, on the basis that the shape has not changed, the color of the logo has become simple black and white. After Apple achieved great success, someone interviewed the designer of the logo,

Rob Janoff, and asked him what special meaning the logo had. He said: There was no special meaning at the time, and there was no consideration of what it must represent. To this day, the Apple logo can be said to be a rare one, unifying the judgment text message service standards of most people for the logo, and many people like it. However, the real status quo today is chaotic, and it is rare that a new logo can do this and unify the opinions of the majority. Everyone has their own opinions on the logo, and no one can convince the other. The status quo is chaotic A basic fact is: In brand management, the brand logo is one of the few places where business owners can directly point fingers, even if the boss does not understand design at all. Of course, the same is true for ordinary people. For any person on the street, they can point at your brand logo, and a few people will have different opinions. This is the case for the layman, but what about the industry? Do an experiment: ask 5 colleagues in the brand department.