Apart from the artistic value, Wayne’s logo was a disaster, technically speaking. The apple of ‘Apple’ was barely visible, and even the name of ‘Apple Computer’ was hard to read. Hence it was discarded quickly and the group decided that they needed something more professional. Jobs commissioned the Regis McKenna Agency to take care of the image of Apple, and there worked Rob Janoff, one of the designers who has created some of the most recognizable corporate identities of world industry, such as IBM; Intel; FedEx; Volkswagen and CNBC. After receiving the order, Janoff went to a grocery store and bought all kinds of apples for inspiration. He cut each of the apples in different ways and, after a long meditation; he submitted to Jobs a monochrome
Steve Jobs holding a MacBook Air (at MacWorld Conference & Expo 2008Moscone Center - San Francisco, CA)
design that represented an apple with a bite at one side. Jobs thought the work was good, but he requested Janoff make it more colorful to ‘humanize the company’. And so were added the famous six bands of colors. This is the official history of one of the most famous logos of all time, but 36
a great number of legends still circulate around it – despite continuous rebuttals from Jobs, Apple, Janoff and McKenna… There are those who say that the apple is a tribute to Alan Turing, to his life, his work, how he died and the fact that he was gay.
Source:http://commons.wikimedia.org/ Photo-Matt Yohe