Contents • • • • • • • • • • • • • • • • • • • • Marketing [ ] For at least 18 years, Apple's corporate typeface was a custom variant of the typeface called. It was used alongside the Apple for product names on computers, in many ads and printed materials, and on the company's website.

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Since 2001, Apple has gradually shifted towards using in its marketing. Starting with iPhone 7, Apple switched the typeface of the word mark 'iPhone' to San Francisco on products and its website. Hand-drawn logo [ ] Prior to adopting the bitten Apple as its logo, Apple used a complex logo featuring sitting below an tree. The words APPLE COMPUTER CO. Were drawn on a ribbon banner ornamenting the picture frame.

The frame itself held a quotation from: 'Newton.A Mind Forever Voyaging Through Strange Seas of Thought.Alone.' The logo was hand drawn and thus did not use an established font. However, the type is similar to, with some idiosyncratic details, such as an R deviating from the general style. Motter Tektura [ ].

The Apple logo alongside the Motter Tektura typeface Before the introduction of the first Macintosh, alongside the Apple logo, Apple used a typeface called Motter Tektura, which was designed in Austria by Othmar Motter of Vorarlberger Graphik in 1975 and distributed by (and also famously used by ). At the time, the typeface was considered new and modern. One modification to the typeface was the removal of the dot over the i.

The s was also modified for the label on the 5.25-inch floppy disk drive. According to the logo designer,, the typeface was selected for its playful qualities and techno look, which were in line with Apple's mission statement of making high technology accessible to anyone. Janoff designed the logo in 1977 while working with.

The Apple logo's bite mark was originally designed to fit snugly with the Motter Tektura a. In the early 1980s, the logo was simplified by removing computer ınc.

From the logo. Motter Tektura was also used for the logo. This typeface has sometimes been mislabeled, a similar bitmap font probably created to mimic Motter Tektura. Apple Garamond [ ]. Apple Garamond was used in most of Apple's marketing. Since the introduction of the in 1984, Apple adopted a new corporate font called Apple Garamond. It was a variation of the classic typeface, both narrower and having a taller.

Specifically, ITC Garamond (created by Tony Stan in 1977) was condensed to 80% of its normal width. Presumably, Apple felt that the existing ITC Garamond Condensed, at 64%, was too narrow. Condensed the font, subtly adjusted the stroke widths, and performed the required to create the font, which was delivered to Apple as the Postscript font 'apgaram'. In cases where the Apple logo was accompanied by text, it was always set in Apple Garamond.

Aside from the company name, most of Apple's advertising and marketing slogans, such as '.' , used the font as well. Spam Filter Ispdownload Cable. The typeface was virtually synonymous with Apple for almost two decades and formed a large part of the company's. It was used not only in conjunction with the logo, but also in manuals and ads and to label products with model names. Apple has not released the true Apple Garamond font.

ITC briefly sold ITC Garamond Narrow—Apple Garamond without the custom hinting—as part of its Apple Font Pack in the 1990s. A version of the font was also included under a different name in some versions of Mac OS X prior to 10.3 as it was used by the Setup Assistant installation program. Gill Sans [ ] In the marketing of the /Notepad/MessagePad (starting in 1992), Apple used instead of the regular. Gill Sans Regular was used in the logo, for the model name on the computer, on the keyboard and in advertisement materials, though it was not used as a screen font (except as part of the Newton logo).