Apple Computers

We were brought in by Apple to protect their trademark and solidify their brand personality in an increasingly competitive market.

Boyd's review of Apple's dangerously inconsistent logos, type treatments, designs and different Apple colors provided direction for a new strategy. We standardized the use of the symbol, its colors and typography for the name as well as all collateral and advertising. We then applied the same thinking to Apple's packaging, turning simple storage boxes into silent salesmen.

From sales meetings to new product development, what set us apart was our ability to see problems not as one-shots, but as part of a bigger picture. Whether that bigger picture is part of the assignment or not.

Graphic Standards

Packaging Redesign

New Identity Applied to Packaging

Collateral Review and Development

Apple Development Program

Identity Applied to Peripheral Packaging