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📋 1 Guidelines

🔗 Connections

Sector

Software

Guideline Year

2018

Language

English

Tags

Software

Official Websites

Brand Guidelines

2018

Brand Summary

Mission
  • To preserve and enforce Apple’s corporate identity, ensuring it remains a valuable asset that brings credibility and recognition to all products and communications.
Core Values
  • creativity
  • imagination
  • consistency
  • quality
  • recognition
Target Audience
  • Individuals and organizations interacting with Apple products, employees, partners, and anyone responsible for applying the Apple brand in communications, products, and environments.
Personality Traits
  • innovative
  • distinctive
  • professional
  • precise
  • creative
Visual Identity Overview
  • The Apple brand is defined by its iconic logo, strict color standards, minimalist and clean visual style, consistent typography (primarily ITC Garamond), and precise guidelines for logo usage across various media and environments. The visual identity emphasizes clarity, simplicity, and high contrast, with the logo’s shape and color bands strictly regulated.

Categories

Logo Usage
  • There is only one Apple logo, and this is it. Its shape must not be altered in any way. Its color bands must exactly match the colors shown here, and must always appear in this order, from top to bottom. Also, the bands must al­ways butt against each oilier. They do not overlap or bleed together; they are never separated by lines, white space, or oilier colors. If you’re ever tempted to try some­thing creative with this logo­don’t Save your creativity for what­ever the logo will be applied to.
  • As you can see, the Apple logo is not just a nice, simple drawing. In fact, its shape is precisely defined and hard to re-create. For that reason you’ll be wise not to try. Always use the logo art available to you on request-in a wide variety of sizes-by contacting APPLE CI on AppleLink
  • Again, there is only one Apple logo-and it consists of six colors. Of course, some things simply do not warrant four-or six-color print­ing. In these cases, the Apple logo may be reversed to white, or printed in any of the three solid colors shown here-but only these three.
  • It has always been Apple’s nature to stand out in the crowd. By the same token, the Apple logo will be most easily noticed if it stands out from the other elements around it Give it plenty of breath­ing room. The minimum clear space required on all sides of the logo is equal to the distance between the upper and lower “dimples” of the logo. Only the registered trademark symbol and the corporate logotype are permitted within this dear space.
  • All vehicles that will carry the Apple logo must be painted white (the undercarriage and exposed motor parts may be painted black or gray to hide grime). To determine the size of the logo, divide by 3 the mini­mum horizontal dimension of the surface that will carry it This will give you the logo’s appropriate height, dimple to dimple. Preprinted logo decals, in a variety of sizes, may be requested by contacting APPLE CI on AppleLink.
  • The Apple logo shows up on a lot more than just computers these days. Shirts, calculators, and other items sometimes carry our identity In such cases, only top-quality merchandise may be used. Also, all corporate identity guidelines must be followed. In any event, all gift items not purchased through Apple’s Creative Ser­vices department in Cupertino or through the official Cupertino APPLE COLLECTION catalog, and that carry the Apple logo must be pre-approved by the Apple Creative Services and Law depart-ments(contactAPPLE CI and APPLE TM on AppleL.ink).
Color Palette
  • There is only one Apple logo, and this is it. Its shape must not be altered in any way. Its color bands must exactly match the colors shown here, and must always appear in this order, from top to bottom. Also, the bands must al­ways butt against each oilier. They do not overlap or bleed together; they are never separated by lines, white space, or oilier colors. If you’re ever tempted to try some­thing creative with this logo­don’t Save your creativity for what­ever the logo will be applied to.
  • PMS 368 PMS 123 PMS 165 PMS 186 PMS 253 PMS 299
  • Again, there is only one Apple logo-and it consists of six colors. Of course, some things simply do not warrant four-or six-color print­ing. In these cases, the Apple logo may be reversed to white, or printed in any of the three solid colors shown here-but only these three.
  • When dealing with a dark image, you may wish to reverse the Apple logo out of the background. If so, be certain that the logo is pure white, and that the background is no lighter than the gray shown here.
Typography
  • Amazingly, people have come to identify Apple ads, brochures, displays, and the like purely by the typeface used. That’s the fortunate result of a consistent approach to our typography. The official Apple type style is ITC Garamond, con­densed to 80 percent The ITC Garamond family is preferred for all primary uses. Light type is best for headlines and body copy, while bold and book type are reserved for headlines. For secon­dary uses-small headlines or subheads, for instance-the Hel­vetica family of type is also accept­able. However, body copy should nearly always be ITC Garamond.
  • ITC Garamond Light Roman, condensed t Amazingly, people hav identify Apple ads, br displays, and the like I typeface used. That’s t result of a consistent a typography The offici style is ITC Garamonc to 80 percent. The ITC family is preferred for uses. light type is bes and body copy, while type are reserved for secondary uses-sm or subheads, for insta Helvetica family of tyt acceptable. However, should nearly always Garamond.
  • ITC Garamond Light Roman, condensed to 80% of Roman Amazingly, people have come to identify Apple ads, brochures, displays, and the like purely by the typeface used. That’s the fortunate result of a consistent approach to our typography The official Apple type style is ITC Garamond, condensed to 80 percent. The ITC Garamond family is preferred for all primary uses. Light type is best for headlines and body copy, while bold and book type are reserved for headlines. For secondary uses-small headlines or subheads, for instance-the Helvetica family of type is also acceptable. However, body copy should nearly always be ITC Garamond.
  • ITC Garamond Book Roman, condensed to 80% of Roman Amazingly, people have come to identify Apple ads, brochures, displays, and the like purely by the typeface used. That’s the fortunate result of a consistent approach to our typography. The official Apple type style is ITC Garamond, condensed to 80 percent. The ITC Garamond family is preferred for
  • ITC Garamond Bold Roman, condensed to 80% of Roman Amazingly, people have come to identify Apple ads, brochures, displays, and the like purely by the typeface used. That’s the fortunate result of a consistent approach to our typography. The official Apple type style is ITC HelveticaLight
  • Helvetica Regular
  • HelveticaBold
Visual Style
  • Word ‘No’ in Large Font - The image should prominently feature the word ‘No.’ written in large, bold, black serif font on a plain white background. The letter ‘N’ should be taller with a distinctive point at the top left and slight curves at the bottom of its legs. The ‘o’ should be rounded and appears slightly smaller in height than the ‘N’. The period after ‘No’ should be clearly visible, smaller in size, positioned close to the ‘o’, and aligned to the baseline of the lowercase letter. The overall composition emphasizes clarity and simplicity, with high contrast between the black text and white background, making the word ‘No’ unmistakably readable and visually striking.
  • Simplified Apple Logo - The image should feature a large, solid, stylized depiction of an apple, rendered in a flat, monochromatic teal or green color. The apple shape is rounded with a slight indent on the right side, representing a typical apple’s form. At the top of the apple, there is a single leaf, elongated and pointed, attached to the stem area, also in the same teal or green color. The leaf leans slightly to the right. Near the bottom right corner of the image, there is a small registered trademark symbol (®). The background should be plain white, providing a high contrast to the apple, emphasizing its shape. There are no additional details, textures, or shading on the apple, making it a simple, minimalist silhouette.
  • Rainbow Apple Logo - The image should depict a logo featuring an apple shape divided into rainbow-colored horizontal stripes, with a green leaf on top, all encased within a white circle. The background of the entire image is a solid blue color. The rainbow stripes within the apple include colors arranged from top to bottom as green, yellow, orange, red, purple, and blue, with the stripes running horizontally across the apple. The green leaf is positioned at the top left of the apple’s stem area, contrasting with the rainbow pattern. The white circle encloses the apple and is centrally placed on the blue background, creating a clear contrast to make the logo stand out prominently. The overall composition is symmetrical, with the apple centered within the circle and the circle centered on the blue background.
  • Stylized ‘Nie.’ Text - The image should have a white or light-colored background with the word ‘Nie.’ prominently displayed in large, bold, Gothic or serif font. The text should be centered and evenly spaced, with the capital ‘N’ and lowercase ‘ie’ clearly distinguishable. The font style should evoke a formal, classic aesthetic, with a slight flourish or variance in stroke thickness. The dot after ‘Nie’ should be placed immediately to the right of the ’e,’ maintaining proportional spacing. The overall composition should be minimalist, emphasizing the text without additional ornamentation or imagery.
Packaging Design
  • As the Apple product family continues to grow, so does the complexity of its packaging system. A new international packaging design, however, has simplified that system. Products whose sales are least influenced by packaging (such as printers) feature an economical two-color graphic design. Products whose sales are more easily influenced by packaging (such as software) are printed in full color.
Corporate Gift Items
  • The Apple logo shows up on a lot more than just computers these days. Shirts, calculators, and other items sometimes carry our identity In such cases, only top-quality merchandise may be used. Also, all corporate identity guidelines must be followed. In any event, all gift items not purchased through Apple’s Creative Ser­vices department in Cupertino or through the official Cupertino APPLE COLLECTION catalog, and that carry the Apple logo must be pre-approved by the Apple Creative Services and Law depart-ments(contactAPPLE CI and APPLE TM on AppleL.ink).
Stationery Guidelines
  • A International Corporate Letterhead Size: 211 x 295 mm A Standard Corporate Letterhead Size: 82 x 11 inches A Standard Envelope size: 9/ x #s inches A Envelope Size: 12 x 9 inches Standard Business Cards Size: 32 x 2 inches Japanese Business Card Mailing Label Size: 4 x 24 inches Business cards shown at 60% of original size. Stationery, envelopes, and mailing label shown at 50% of original size. A = 4 picas B = 3 picas C = 1.5 picas
  • What’s true every­where else on this poster is true here: The official way is the only way. Apple’s Corporate Identity Guidelines notebook spells it out for you, and even provides reproducible art for your stationery and business cards.
Vehicle Signage
  • All vehicles that will carry the Apple logo must be painted white (the undercarriage and exposed motor parts may be painted black or gray to hide grime). To determine the size of the logo, divide by 3 the mini­mum horizontal dimension of the surface that will carry it This will give you the logo’s appropriate height, dimple to dimple. Preprinted logo decals, in a variety of sizes, may be requested by contacting APPLE CI on AppleLink.
Site Signage
  • Corporate identity starts at home-beginning with the signs that greet people who visit Apple’s facilities. For that reason, a system of modular signs has been de­signed on 17, 30, and 45 square inch grids. For blueprints, installa­tion procedures, and other details, X contact APPLE CI on AppleL.ink.
  • 45" 45" 600 Hamilton 10455 Bandley Drive
  • 45" 15" 4 Marketing Finance Engineering Sales 45" 600 Hamilton e 10455 Bandley Drive
Exhibit Signage
  • When planning an exhibit display or booth, don’t overuse the Apple logo. Ours is a powerful identity, and a little goes a long way. Simply see to it that the corporate signature is clearly visible from a distance, that there is adequate white space surrounding it, and that the logo is re-produced accurately. What’s true everywhere else on this poster is true here: The official way is the only way. Apple’s Corporate Identity Guidelines notebook spells it out for you, and even provides reproducible art for your stationery and business cards.
Av Presentation Guidelines
  • When preparing slides for a multi­media presentation, always place the Apple logo in one of the positions illustrated here. All the stan­dard rules regarding logo colors apply. Whenever you superimpose the logo over a color photo or background, however, you should show the logo in white.
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