Презентація на тему «Apple» (варіант 1)

content: Apple Inc.Less is moreProf. Craig JacksonHead of Psychology DivisionBCU[email protected]health.bcu.ac.uk/craigjackson

content: BlahBlah

content: BlahBlah

content: It was back in the seventiesCounter-culture meets Business-culture

content: Inspires passionate argumentStrong feelings both FOR and AGAINST apple principlesMac design principles“Magic Cap”Metaphor

content: Visual Metaphor

content: Visual Metaphor

content: Historical significance of the appleGreek MythologyAtalanta – daughter of Hades.Melanion won her hand in a footrace – used threegolden apples to cheat.Eris (strife and discord) gave Zeus golden apple togive to the fairest woman. Apple of Discord.Nymphs guarding the tree bearing golden applesgiven to Hera when she married Zeus

content: Biblical significance of the appleBook of GenesisForbidden fruit (although the apple is not named)Renaissance painters took libertiesKnowledgetImmortalityTemptationtThe fall of manSin itselfLatin ambiguity – MalumAdam's Apple

content: Germanic & Norse PaganismIdunn provides apples to the godsEternal youthfulnessNehalennia Norse goddess sometimespictured with applesSimilar Irish parallelsSkald (Norse poets) Thorbion Brunarson“Food of the dead”

content: Emotional Responses to seeing the logoPositivesNegativesJealousyCalifornia“It's not Microsoft”GreedEnvyTemptationMac Users

content: Symmetry and Almost-SymmetryBest logos not quite symmetricalOne small deviation from perfect

content: Symmetry and Almost-SymmetryBest logos not quite symmetricalOne small deviation from perfect

content: Psychology behind a great logoKnow the companyKnow your design strengthsLogo should be demonstrativeLines, shapes and formAvoid clichéSimple yet memorableUse clever visual devicesUse vector softwareGet objective opinionTry it in different formats

content: Some other brands

content: Some other brands

content: Some other brands

content: Some other brands

content: Some other brands

content: First LogoDesigned in 1976 by Ronald Wayne(third co-founder of Apple)Depicts Isaac Newton sitting under a treeApple dangling above his headOutside border reads,“Newton… A Mind Forever VoyagingThrough Strange Seas of Thought...Alone.”Wordsworth

content: Second Logo 1976-1998Designer Rob Janoff came up withsomething more modernJanoff's eventual design would go on tobecome one of the most iconic andrecognizable corporate logos in historyThe “bite” in the logo was to help peopleidentify it as an apple, and not a tomato or cherry(bite/byte)t22 years is a record“The symbol of lust and knowledge, bitten into, all crossed with the colours of the rainbow in the wrong order. You couldn't dream a more appropriate logo: lust, knowledge, hope and anarchy.”Jean-Louis Gassée, former Apple CEO

content: Rob JanoffCreated apple logoArt director at advertising and public relations firm Regis McKennaDesigned it with a bite for scale, so people get that it was an apple not a cherryAlso it was kind of iconic about taking a bite out of an apple.Something that everyone can experience.

content: Accessibility

content: Gay Rights Movement

content: Monochrome Logo 1998-presentJobs returned to Apple in 1997Tinkering with one of the most recognizable logos in the world wasn't done simply because Steve Jobs is always looking to change things up.Experimenting with larger logos to make it more prominent. If the shape of the Apple logo was universally recognizable, why not put it where people could see it?

content: Chrome OverhaulClassic logo becomes metallicOld logo looke dout of place on monochrome kitAkin to work by Hajime SorayamaAirbrushed metallic erotic portrayals of femalesSexy Robot 1983Fetishism?Seduction link?

content: The Turing MythAlan Turing

content: Small evolution

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content: Contrast this with QuicktimeConstantly changes

content: Objectification

content: Objectification

content: Objectification

content: Objectification

content: Objectification

content: Homage

content: MinimalismWork stripped down tofundamental featuresExtreme simplicityMusic, art, design, architectureFrank StellaDonald JuddEric WatsonDan Flavin

content: MinimalismWork stripped down tofundamental featuresExtreme simplicityMusic, art, design, architectureFrank StellaDonald JuddEric WatsonDan Flavin

content: MinimalismWork stripped down tofundamental featuresExtreme simplicityMusic, art, design, architectureFrank StellaDonald JuddEric WatsonDan Flavin

content: MinimalismWork stripped down tofundamental featuresExtreme simplicityMusic, art, design, architectureFrank StellaDonald JuddEric WatsonDan Flavin

content: MinimalismWork stripped down tofundamental featuresExtreme simplicityMusic, art, design, architectureFrank StellaDonald JuddEric WatsonDan Flavin

content: MinimalismThe logo is used sparingly“As I type this on my MacBook, an iPad and iPhone onthe desk before me, the only Apple logo visible to myeyes is the small one in the top left-hand corner of mycomputer display.”It uses the logo effectivelyIt shouldn't work – but as a consequence it does“Less is more” – Ludwig Mies van der Rohe

content: Minimalism

content: Minimalism

content: Minimalism

content: Making it fleshSpoils the beautyDistillation of purityFrom Hi tech to carbonFrom bits to atoms

content: What slogan?Logo so effective we forget the slogans“Byte into an Apple" tused in the late 1970s“Think Different”tt1997–2002("think" is a verb, which is modified by adverbs; therefore the adverb "differently" should be used, not the adjective "different”)"iThink, therefore iMac" tused in 1998"Say hello to iPhone“ tused in 2008

content: A few words about fonts . . .Motter TekturaDesigned by Othmar Motter in 1975Look familiar?

content: A few words about fonts . . .This text is standard Garamond1984 onwards

content: Myriad and Podium Sans2002 onwardsSlimbach & Twombly for Adobe

content: Litigation & AppleNew York City

content: Litigation & AppleThe Beatles and Apple Corp

content: It's not a shopClinicalBeyond retailReligiosityCultTempleCubismZenContemplativeMinimalAlters

content: It's not a shopClinicalBeyond retailReligiosityCultTempleCubismZenContemplativeMinimalAlters

content: BirminghamAnne Summers?