122 Comments

  1. You don’t know how close to the truth this story is!

    Saw an Apple ad on the back of a magazine this week supporting the HRC and it’s mission. The logo was a white apple/leaf outlined with the rainbow colors, red outside moving to purple on the inside.
    Headline text read “Equality and diversity make us stronger.”

  2. I woke up today lamenting that MacUser isn’t still around to publish one of its wonderful April 1st articles. I remember the classic one advising that putting Lemon Pledge on your hard drive platens would result in significant speed increases. Thank you for carrying on the tradition.

  3. I too still have a pretty diverse collection of rainbow-six apple logos, big and small decals, tie pins, coffee mugs, t-shirts, etc. The branding was brilliant, but there was a catch.
    Producing the original six colour logo, especially at smaller sizes was a nightmare.
    As graphic design goes, this logo broke several rules-of-thumb.
    First, brand identity should be tied to one or two signature or identity colours. Think Coca-Cola red, FedEx orange-and-purple, etc. Six colours?
    Second, logo should work monochromatically, i.e just black, and still retain it’s fidelity and identity. Well, it does do that, but if the logo is printed in just black, should it have six shades of grey? Apple’s rules said no.
    Printer’s had two choices as to how to print this logo – four-colour process, or six Pantone(PMS) spot colours, neither was optimal. The six PMS version was preferred by Apple, but was considerably more expensive and difficult to do, especially at small sizes. Though the four-colour version was cheaper, it too was difficult to reproduce at small sizes.
    Why is it so difficult to print? Because of problems getting all six elements to register perfectly with each other. In other words, you could not have colours overlapping or with gaps – it had to be perfect. Rumor has it Steve Jobs was aware of this difficulty, but insisted that with truly skilled artisans, this would not be an issue. Ah Steve, forever the perfectionist.
    This led to Apple making concessions for some printing purposes. It was okay to print the logo in specific PMS single colours – red, grey, and black, especially on business cards and other high-volume, mass produced printing.
    Using six colours was also more environmentally unfriendly than single, often vegetable-based colours instead of the heavy-metal pigments used in some PMS inks.
    As much as I love the rainbow-six design, I was never happier than when Apple finally settled on the current monochrome rendering – which happened right around the time Steve returned to Apple.

    Option-K forever!

    dmz

    1. Oh man. The excruciatingly detailed directions on reproducing the name and logo were amazing! As an Apple Reseller in the 80’s and 90’s, I had to set layouts for ads and signs a lot. I tried to avoid ever using color if possible. Imagine the pains of getting store signs made correctly. Contractors thought I was the most anal person alive, just from reading them from the spec sheets.

  4. No one can dictate your conscience, everyone is entitled to their opinion. There’s nothing wrong with supporting diversity. if they were supporting eradication of a race or a specific species then i suppose there’s a reason to spread awareness. As to this article whether it’s true or not its supporting diversity. If it does not agree with one’s point of view it does not mean that  is dictating you how to think or feel. You must be pretty empty to have an article dictate your conscience.

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