Apple Logo Meaning: Mythological Potency In short, apple symbolism is not only prominent in our most common version of the Biblical creation myth, but it predates that myth. We are merely told that it is fruit from the “tree of knowledge of good and evil.” God tells Adam: “Of every tree of the garden thou mayest freely eat: but of the tree of the knowledge of good and evil, thou shalt not eat of it: for in the day that thou eatest thereof thou shalt surely die.”, Detail, ‘The Fall of Man’ by Lucas Cranach the Elder, 1537, Eve disobeys God when she is tempted by the serpent Satan: “And when the woman saw that the tree was good for food, and that it was a delight to the eyes, and that the tree was to be desired to make one wise, she took of the fruit thereof, and did eat.”. Gobe noted that Apple has always projected a human touch -- from the charisma of Steve Jobs to the notion that its products are sold for a love of technology. Marketing experts like Marc Gobe argue that Apple's brand is the key to the company's success. Completely. "People talk about technology, but Apple was a marketing company," Sculley told the Guardian newspaper in 1997. Gobe cited Nike, which sparked customers' ire when it was revealed the company's products were assembled in sweatshops. They did it by building a sense of belonging to an elite club by portraying the Mac as embodying the values of righteous outsiderism and rebellion against injustice. … It’s likely that painters initially chose the apple because of its prominence in Greek mythology, where it was already being used for very similar purposes. Nike blundered here. "It goes beyond commerce. It's got nothing to do with products like the iMac or iPod. The power, of course, was computing power. Here’s how I used to explain the Apple logo meaning when I taught an art class for teenagers. "People are anxious and confused," Gobe said. "It's a really powerful brand," said Robin Rusch, editor of the, which awarded Apple "Brand of the Year" in 2001. It's got nothing to do with products like the iMac or iPod. It is the essential source of information and ideas that make sense of a world in constant transformation. Gobe is of course referring to Apple's financial tailspin during the mid-1990s when the company looked in danger of going out of business. It was extremely savvy of Apple computers to harness such a potent symbol in both their brand name and logo. Sculley marketed Apple like crazy, boosting the advertising budget from $15 million to $100 million. "It's like having a good friend," Gobe said. Apple's famous "1984" Super Bowl ad, for example, was expressly political: It's message was, give power to the masses. "The overwhelming presence of Apple comes through in everything they do.". Ladies in a garden, an evil beast, and an apple tree. "Absolutely. The democratization of technology -- the computer for the rest of us.". A brand has that kind of power. However, nowhere in Genesis is the fruit specified as an apple. "Even though I understand this stuff, I’ve bought into it," he said. Members of the Mac's original engineering and marketing team told me all about it. This symbol is one of the oldest and most potent in Western mythology. At the time, its products were lackluster, its branding a mess. "Macintosh was always bigger than the product," Steve Hayden, the ad's copywriter, told AdWeek. It's a big tribe, everyone is one of them. Because of its use as a symbol over hundreds of years of mythology. There has been a lot of speculation on what Apple’s logo symbolizes, and just like every great logo, it’s open to interpretation. Products have limited life cycles, but brands -- if managed well -- last forever. The human touch is also expressed in product design, Gobe said. Is there anything unusual about it?”, Here’s where the fun starts. Since the dawn of storytelling, man has used the apple to visually symbolize all manner of things, including knowledge, immortality, abundance, the fall of man, and more. Apple likes their symbol so much that they’re very protective of it, and they don’t like when other people attempt to use apples in their logos. Detail: “The Garden of the Hesperides” by Frederic Leighton, 1892. The apple symbol – and the Apple computers logo – symbolizes knowledge. To Dru, brands are more important than products. Once Adam and Eve had their first taste of knowledge, they knew that they were naked, and they were ashamed. Its founding ethos was power to the people through technology, and it remains committed to computers in education. "The battle of brands and products will be, above all, a battle of ideas," he wrote. The similarities of these myths reveal a fundamental aspect of storytelling. "People are drawn to these brands because they are selling their own ideas back to them, they are selling the most powerful ideas that we have in our culture such as transcendence and community -- even democracy itself, these are all brand meanings now," she told the Guardian newspaper. Today we’ll take a look at the Apple logo meaning and the history of its loaded symbolism. Ryan Bigge, writing in Adbusters, said: "Our dreams and desires for a better world are no longer articulated by JFKs nor generated through personal epiphanies -- they are now the intellectual currency of Pepsi and Diesel. The WIRED conversation illuminates how technology is changing every aspect of our lives—from culture to business, science to design. Gobe argued that, in some cases, branding has become as powerful as religion. "Without the brand, Apple would be dead," he said. It's no coincidence that during the late 1980s and early 1990s it was a marketing executive from Pepsi, John Sculley, who turned Apple into the biggest single computer company in the world, with $11 billion in annual sales. (So is Target's, or even Wal-Mart's, Gobe said). It's not just intimate with its customers; it is loved. This business should have been dead 10 years ago, but people said we've got to support it.". Sometimes I’d have to nudge them with a clue (“Maybe an older story?”). The "1984" ad began a branding campaign that portrayed Apple as a symbol of counterculture -- rebellious, free-thinking and creative. The apple has historically been used as a standard symbol in visual depictions of the Garden of Eden (as seen above), and thus accounts for its place in our common knowledge of the Biblical creation story. Former Apple executive Jean Louis Gassée called the logo “the symbol of lust and knowledge.”. "I'm not making this up. "That's one of the reasons Apple has been rebranded -- to rejuvenate the brand.". Then: “Snow White…”, “Right, Snow White,” I’d say. "Technology is accelerating faster and faster than we can keep up with. Apple is one of the leading branding companies in the world. "It's about the company's ethics. The brand is all they've got. In Greek mythology, the ‘Hesperides’ are nymphs that reside in a garden of delight where golden apples grow. That first bite of the apple represents the fall of man. WIRED is where tomorrow is realized. (adsbygoogle = window.adsbygoogle || []).push({}); I’d begin by asking the students, “Do any of you have an Apple computer, or an iPhone?” The answer was always yes. The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of Condé Nast. Apple’s use of the logo is extremely powerful; their name and the corresponding pictorial icon are synonymous: they both say apple. They’re more expensive, but the advertising and marketing works.". You're part of the brand.". If you’ve ever seen the Terminator movies, you know that technology will also be the fall of man! The current CEO, Steve Jobs, spent $100 million marketing the iMac, which was a run-away hit.

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