Brand development of Apple

Apple’s brand is very different now. Originally, Apple was identified by the picture of a colourful apple. This emblem symbolised creativity and innovation. This could be seen and particularly narrated in the description of the rainbow colors as being very bright. Amid a sea of mostly uninspiring and off-white tech brands or products, they were different. Apple was special because of design. It proved to show that they are capable of setting up innovative ideas and thus break the tradition.

Changes Related to Apple’s Design and Logo

The late 1990s brought major changes to the company: Originally they had the rainbow emblem and replaced it with a plain and somewhat modern looking icon. …the new logo was simple and more refined in its way. It was black and silver, to match the new products that Apple was bringing out at the time, for instance the iMac. This shift as I pointed out earlier was a reflection of a new order of aspiration to sophistication and simplicity. Simple design in their innovative products, such iPod, iPhone, among others, well fitted the outlook. Through this change Apple was able not only to target a larger population of people, but also set a fashion in design of technology.

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However, it evident that there is a shift in the marketing strategy that Apple has adopted. In proving a product technically superior to a competitor’s product, simple early advertisements often used technical features. Another trend could be identified through the gradual shift of Apple’s advertisement messages – the company began emphasizing the lifestyle its products provided across the years. One of the major shifts was the ‘Think Different’ campaign that was launched in 1997. In figures like Martin Luther King Jr and Albert Einstein it helped to create and innovate. This ad changed the perception of the people towards Apple. Instead, it was a brand that symbolised change and progress instead of just being a technology company.

Contemporary Neutered advertisement was introduced by Apple Inc in 2000’s and this focused on Apple’s products being a part of consumers’ lives. They used bright graphics and easily memorable sayings. But instead of targeting for product specific attributes, the user experience was valued and emphasised. This new strategy made Apple products to be fashionable and desirable. It showed how broadly Apple has expanded in its branding and the number of gadgets it produces.