The Logo's of Tomorrow

Comparing and contrasting two or more objects are one of many great ways someone can use to find out physical characteristics without doing much research on them. It is a great stepping stone before going any deeper into it's guts. Sometimes just using your five senses is all you need to compare and contrast. It also serves as a conversation starter between the viewer and the designed piece itself. The two things I'll be comparing and contrasting are the logo's of Apple Incorporated during 1976-1998 versus today's current apple logo of 2010.

First off, the shape of the apple and it's floating leaf at the top are similar in shape, including the mysterious bite that everyone wonders about (I'm not entirely sure there is an explanation for this yet but I'm sure further research can get me closer to a more solid answer). Even though we do not see the leaf physically connected to the apple, we know there is a connection due to our past experiences of seeing leaves connected to apples at some point of its lifetime. Even though the colors of the two logos are completely different, one being multicolored and the other monochromatic, they seem to project the same idea that they are about the advancement of technology, during their time. The multicolored Apple Inc. logo during the late 70's till the late 90's present itself as how much they are not conformed to one setting or generation of technology; that they're constantly advancing to next generation technology just as if they're advancing to the next color on the color wheel. The silver color of the 1998 to 2010 logo tells it's consumers, and potential followers, how futuristic they are. The use of a metallic color relates to something futuristic, such as robots or any other advanced technology.

On the contrast side of things, even though the shape of both versions are similar, the newer version is a bit narrow. This might derive from the idea that they're more noted for their products to have a sleek and compact design, something that consumers admire now a days. Speaking of sleek, the current logo even appears 3D by the use of some shading and a gradient effect from the lower right of the logo to the upper left, versus the older logo which looks very much 2D. It shows consumers that they're all about the next generation that even their logos appear to be popping out of the canvas.