Quickdraw Digital
Typography of Apple Inc. by jekky
Corporate fonts and brand identity br For at least 18 years Apple s corporate font was a custom variant of the ITC Garamond typeface called Apple Garamond It was used alongside the Apple logo for product names on computers in countless ads printed materials and on the company website Since 2001 Apple has gradually shifted towards using Myriad in its marketing br Motter Tektura br Prior to the first Macintosh Apple used a typeface called Motter Tektura alongside the Apple logo which was designed in Austria by Othmar Motter of Vorarlberger Graphik in 1975 and distributed by Letraset At the time the typeface was considered new and modern One modification to the typeface was that the dot over the i was removed The lowercase s was also modified for the label on the Disk II 5 25 inch floppy disk drive br According to the logo designer Ryan Smith the typeface was selected for its playful qualities and techno look in line with Apple s mission statement of making high technology accessible to anyone Janoff designed the logo in 1976 while working with Palo Alto marketer Regis McKenna The Apple logo bite mark was originally designed to fit snugly with the Motter Tektura a br In the early 1980s the logo was simplified by removing computer nc from the logo Motter Tektura was also used for the Apple II logo This typeface has sometimes been mislabeled as Cupertino a similar bitmap font probably created to mimic Motter Tektura br Apple Garamond br Upon the introduction of the Macintosh in 1984 Apple adopted a new corporate font called Apple Garamond It was a narrow variation of the classic Garamond typeface Specifically ITC Garamond created by Tony Stan in 1977 was condensed to 80 of its normal width Presumably Apple felt that the existing ITC Garamond Condensed at 64 was too narrow Bitstream condensed the font and subtly adjusted the stroke widths and performed the hinting required to create a PostScript font that was then delivered to Apple as apgaram br Apple Garamond was used in most of Apple s marketing br In cases when the Apple logo was accompanied by text it was always set in Apple Garamond Aside from the company name most of Apple s advertising and marketing slogans such as Think different used the font as well br This typeface was virtually synonymous with Apple for almost two decades and formed a large part of Apple s excellent brand recognition It was not only used in conjunction with the logo but also in manuals ads and to label products with model names Even today the association continues falsified images of rumored new Apple products and spoof advertisements often use it despite the fact that it is no longer used br Apple has kept the true Apple Garamond font to itself but ITC briefly sold ITC Garamond Narrowpple Garamond without the custom hintings part of its Apple Font Pack in the 1990s A version of the font was also included hidden away under a different name in some versions of Mac OS X prior to 10 3 since it was used by the Setup Assistant installation program See List of fonts in Mac OS X for more information on how the font can be extracted br Myriad br Adobe s Myriad is the typeface that is used in Apple s modern marketing br In 2002 Apple gradually started using a variant of the Adobe Myriad font family in its marketing and packaging As new revisions of its products were released the text changed from the serif Apple Garamond to the sans serif Myriad Apple The family s bolds are used for headlines and other weights are also used accordingly The Myriad font family was designed by Robert Slimbach and Carol Twombly for Adobe Adobe s most recent version of Myriad is Myriad Pro which has some additional enhancements and character set extensions but is not significantly changed in design Myriad Apple a modification produced by Galpagos Design Group incorporates minor spacing and weight differences from the standard varieties and includes Apple specific characters such as the company logo In 2006 Myriad Apple was superseded by Myriad Set which contains extra ligatures and other minor changes While Myriad Set is for most titles and eye catching slogans some text is set in Helvetica Neue br Although originally promoted as Myriad the 5th generation iPod and iPod nano feature a bitmap font known as Podium Sans which is missing Myriad s trademark features such as the splayed M and distinctive y The most recent iPods and the iPhone use Helvetica as their UI font br Other fonts used in Apple s marketing br Apple s first logo drawn by Ronald Wayne br Prior to adopting the bitten Apple as its logo Apple used a complex logo featuring Isaac Newton sitting below an apple tree The words APPLE COMPUTER CO were drawn on a ribbon banner ornamenting the picture frame The frame itself held a quotation from Wordsworth Newton A Mind Forever Voyaging Through Strange Seas of Thought Alone The logo was hand drawn and thus did not use an established font However the type is similar to Caslon with some idiosyncratic details such as an R deviating from the general style br In the marketing of the Newton PDA Apple chose to use Gill Sans instead of the regular Apple Garamond Gill Sans Regular was used in the logo for the model name on the computer the keyboard and in advertisement materials though it was not used as a screen font except for as part of the Newton logo Gill Sans was originally designed by Eric Gill around 192729 for the Monotype Corporation br Keyboards br Six keys from a pre 2003 PowerBook G4 br Univers was first used as the keyboard font of the Apple IIc br Apple s keyboards have long been labeled with Univers 57 Condensed Oblique a design choice by Apple s industrial design partner Frog Design This began in 1984 with the Apple IIc the tilt of whose front panel buttons matched the inclination of the lettering br Univers was eventually replaced on Apple s keyboards by VAG Rounded which has been used on all iBook models 2003 and later PowerBooks MacBooks MacBook Pros and Apple Keyboards since August 2007 VAG stands for Volkswagenwerk Aktiengesellschaft citation needed and the font was developed by Sedley Place Ltd for German car manufacturer Volkswagen and was used in much of their marketing materials Volkswagen s modification of a classical typeface is similar to Apple s modification of Garamond to create a corporate typeface that is both universal and proprietary br Fonts used in other products br Apple s earliest computers had extremely limited graphical capabilities and could originally only display uppercase ASCII using a set bitmap font The IIc and Enhanced Apple IIe supported 40 or 80 columns of text and an extended character set called MouseText It was used to simulate simple graphical user interfaces similar to the use of ANSI X3 64 The latter versions of Apple IIGS system software and Finder used very rectangular pixels 640×200 thus requiring a stout 8 pt bitmap font called Shaston 8 as the system font menus window titles and so on Shaston was described in Apple IIGS technote 41 as a modified Helvetica but the similarities are not striking The fonts of the original Macintosh were also available for the GS br In 1993 Apple s Human Interface Group designed the typeface Espy Sans specifically for on screen use It was first used for the Newton OS GUI and later integrated into Apple s ill fated eWorld online service The Newton used the font Apple Casual to display text entered using the Rosetta handwriting recognition engine in the Newton The same font found its way into the Rosetta derived writing recognition system in Mac OS Xnkwell The TrueType font can be made available to any application by copying the font file which is embedded in a system component to any font folder See List of fonts in Mac OS X for more information The Newton logo featured the Gill Sans typeface which was also used for the Newton keyboard br Apple s eWorld also used the larger bold condensed bitmap font eWorld Tight for headlines The metrics of eWorld Tight were based on Helvetica Ultra Compressed br Lucida Grande is the standard font used in Mac OS X user interface elements such a menus dialog boxes and other widgets br When released in 2001 Apple s iPod music player reused the bitmap Chicago font from the original Macintosh GUI Later versions of the iPod drew from the larger character repertoire of the TrueType Chicago adding a number of characters not present in the bitmap Chicago such as Greek and Cyrillic Even though the screen supports grayscale the characters were not anti aliased citation needed br The iPod mini uses the typeface originally designed for the Newton Espy Sans In the fourth generation color iPod formerly iPod Photo Podium Sans had displaced Chicago as the user interface font On newer models such as the 3G iPod nano iPod classic and iPod touch Podium Sans has been replaced with Helvetica Neue Bold the same typeface used throughout the iPhone user interface br See also br List of Apple typefaces br Fonts on the Mac br List of fonts in Mac OS X br References br Apple Computer br Fonts on Mac OS X Retrieved 2004 09 25 br January 29 2003 Using and Managing Fonts in Mac OS X PDF Retrieved 2004 10 01 br October 8 2003 Fonts in Mac OS X PDF Retrieved 2004 10 04 br Font Support in the Mac OS Retrieved 2004 10 01 br November 11 2002 LastResort Font Retrieved 2004 10 03 br June 10 2004 Sharing Fonts Between Mac OS X and Classic Retrieved 2004 10 22 br September 14 2000 The Zapf table Retrieved 2004 10 22 br 1996 07 06 Inside Macintosh Text Built in Script Support IM Tx Retrieved 2004 10 27 br November 1990 Apple II GS TN 41 Font Family Numbers Retrieved 2004 10 28 br December 19 2002 ROMAN TXT MacRoman to Unicode map Retrieved 2004 11 09 br Jaques Moury Beauchap Rob Janoff Graphic Designer Author of the first logo for Apple Computer Retrieved 2004 10 28 br Michael Everson 2003 11 11 Multilingual Macintosh Support Retrieved 2004 10 27 br Erfert Fenton October 1994 Inside QuickDraw GX Fonts MacWorld 1997 archived version retrieved 2004 11 01 br FreeType Freetype and Patents Retrieved 2004 10 29 br Nobumi Iyanaga 2000 09 26 Unicode and Mac OS and Code converters Retrieved 2004 10 27 br Tony Kavadias 2004 07 24 Apple II User Interfaces Retrieved 2004 10 28 br Steve Gibson 2003 04 10 The Origins of Sub Pixel Font Rendering Retrieved 2004 10 27 br Jens Hofman Hansen July 2 2002 Apple logoets historie Retrieved 2004 09 22 br Susan Kare World Class Cities Retrieved 2004 09 25 br John Kheyt 2003 05 23 The Devil s Advocate MS s ClearType KOs Apple s Quartz In The Lightweight Division Retrieved 2004 10 27 br Microsoft 2003 03 12 Press release Microsoft Announces Expanded Access To Extensive Intellectual Property Portfolio Retrieved 2004 10 27 br Jonathan Ploudre June 1 2000 Macintosh System Fonts Retrieved 2004 09 21 br Ed Tracy 1998 10 15 Apple and the History of Personal Computer Design Retrieved 2004 10 27 br Norman Walsh August 14 1996 comp fonts FAQ Macintosh Info Retrieved 2004 09 21 br XvsXP XvsXP com Fonts Retrieved 2004 10 27 br External links br Advanced Typography with Mac OS X Tiger br Text amp Fonts Apple s typography developer site br TrueType Reference Manual br LastResort Font br Full LastResort glyph table br LastResort glyphs 236 pages PDF 5 pages PDF br Unicode fonts for Mac OS X computers Survey of Unicode fonts included with Mac OS X and Microsoft Office 2004 br Microsoft s ClearType web site br Fondu program to convert and separate Mac OS X dfont data fork files to TrueType OpenType Type 1 and Glyph Bitmap parts br v 160 160 d 160 160 e br Apple Inc br Board of directors br Bill Campbell 160 Millard Drexler 160 Al Gore 160 Steve Jobs 160 Andrea Jung 160 Arthur D Levinson 160 Jerry York br Hardware products br Apple TV 160 iPad 160 iPhone 160 iPod Classic Mini Nano Shuffle Touch 160 Mac iMac MacBook Air MacBook Pro Mini Pro Xserve 160 Former products br Accessories br AirPort 160 Cinema Display 160 iPod accessories 160 Apple Mouse 160 Magic Mouse 160 Apple Keyboard 160 Time Capsule br Software products br Aperture 160 Bento 160 FileMaker Pro 160 Final Cut Studio 160 Garageband 160 iLife 160 iPhone OS 160 iTunes 160 iWork 160 Logic Studio 160 Mac OS X Server 160 QuickTime 160 Safari 160 Xsan br Stores and services br ADC 160 AppleCare 160 Apple Specialist 160 Apple Store 160 online 160 App Store 160 Certifications 160 Genius Bar 160 iTunes Store 160 iWork com 160 MobileMe 160 One to One 160 ProCare br Executives br Steve Jobs 160 Tim Cook 160 Peter Oppenheimer 160 Phil Schiller 160 Jonathan Ive 160 Mark Papermaster 160 Ron Johnson 160 Sina Tamaddon 160 Bertrand Serlet 160 Scott Forstall br Acquisitions br Emagic 160 FingerWorks 160 Lala 160 NeXT 160 Nothing Real 160 P A Semi 160 Silicon Color 160 Spruce Technologies br Related br Advertising 1984 Get a Mac iPods Slogans 160 Braeburn Capital 160 FileMaker Inc 160 History Criticism Discontinued products Litigation Typography 160 Portal br Annual revenue US 42 91 billion 32 1 FY 2009 160 Employees 34 300 160 Stock symbol NASDAQ 160 AAPL LSE 160 ACP FWB 160 APC 160 Web site www apple com br Categories Apple Inc Digital typography Apple Inc typefacesHidden categories Articles lacking in text citations from April 2009 All articles lacking in text citations Articles containing German language text All articles with unsourced statements Articles with unsourced statements from January 2010 Articles with unsourced statements from August 2007
About the Author
I am China Manufacturers writer, reports some information about silicon steel core , momentary rocker switches.
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