- This as you know is Apple's real logo.
What a difference.
And you know what?
It wouldn't even catch your eye on a sheet of clip-art.
And yet, it's one of the most recognizable icons
in the First World.
Unlike what we just saw,
you can see that it's not trying to tell us
all about the company.
Apple's products and stores and website
and marketing and annual events,
those do that.
The logo is simply the mark that we associate
with all those things.
It'll tell us at a glance what product we're looking at
when we're out in public.
And it's also a reminder of our experience with Apple.
There's a story behind the apple,
some of which is in the bite.
That's the art of it.
It's subtle but we feel it and can read value into it.
But we couldn't do that if it wasn't for something
you may not have noticed and that's
all the empty space around the apple.
Wherever you see Apple's apple,
you see it in the center of open space,
and often a lot of open space.
In fact, you almost never see it this big in its space.
More often, it's this size,
or this size.
Starting to look familiar isn't it?
This space is an actual part of the logo.
What it does, is erase all the competing noise.
There's no disturbance.
It's complete silence,
and because of that, you can really see it.
In use, it looks like this.
And this.
Now and then there's a physical restriction,
but even on the menu bar of the website,
you see the apple with that space around it.
Actually it's more like this space.
There's just nothing else in the vicinity.
The dominant position in a visual field is the center,
and that's where the apple is.
You never see the apple crowded or off center
or against the side of something
or shoved in the corner.
It feels different here, doesn't it?
Down here is careless, unfinished,
certainly insignificant.
What's true for Apple is true for your logo.
How it's presented is as important as what it is.