> Personally, I quite like the less swoop-y version with the shine to it. It was in line with their hardware… Sorry. Not good enough. What a slippery slope we tread on if logos have to be redesigned to match hardware. The apple mark, originally a reference to education and a counterpunch to “big blue,” has transcended those associations and come to symbolize a certain creative (cult)ure. It’s power is derived from its history, its legacy, and its following. For Apple to redress their logo every time a new product encasement or UI theme is introduced is to turn their backs on the source of the mark’s authority, and ultimately deminishes its credbility.
I’m reminded of a scene from the old British sitcom, Fawlty Towers: Basil’s (John Cleese) wife is admiring the many chains and medallions adorning the neck and chest of one of their guests. The guest talks proudly (though unsurely) about the symbolism of these objects. Basil, infuriated by the guest’s ignorance and arrogance, retorts to his wife, “That type would wear a dog turd around his neck if it were made of gold.” Seems we feel that chrome and swooshes have the midas touch as well.