- Typography of Apple Inc.
Typography of Apple Inc. refers to
Apple Inc. ’s use oftypeface s inmarketing ,operating system s, andindustrial design . Apple has used three corporate fonts throughout its history: Motter Tektura, Apple Garamond and Adobe Myriad.Corporate fonts and brand identity
For at least 18 years, Apple's corporate font was a custom variant of the ITC
Garamond typeface, calledApple Garamond . It was used alongside the Applelogo , for product names on computers, in countless ads, printed materials and on the company website. Since 2001, Apple has gradually shifted towards using Myriad in its marketing.Motter Tektura
Prior to the first Macintosh, Apple used a typeface called
Motter Tektura alongside the Apple logo. Motter Tektura was designed in Austria by Othmar Motter of Vorarlberger Graphik in 1975 and distributed byLetraset . At the time, the typeface was considered new and modern. One modification to the typeface was that the dot over the "i" was removed. The lowercase "s" was also modified for the label on theDisk II 5.25-inch floppy disk drive.According to the logo designer, Ryan Smith, the typeface was selected for its playful qualities and techno look, in line with Apple's mission statement of making high technology accessible to anyone. Janoff designed the logo in 1976 while working with
Palo Alto marketer Regis McKenna . The apple's "bite" was originally designed to fit snugly with the Motter Tektura "a."In the early 1980s, the logo was simplified by removing "computer ınc." from the logo. Motter Tektura was also used for the
Apple II logo. This typeface has sometimes been mislabeled as Cupertino, a similar bitmap font, probably created to mimic Motter Tektura.Apple Garamond
Upon the introduction of the Macintosh in 1984, Apple adopted a new corporate font called Apple Garamond. It was a narrow variation of the classic
Garamond typeface. Specifically, ITC Garamond (created by Tony Stan in 1977) was condensed to 80% of its normal width. Presumably, Apple felt that the existing ITC Garamond Condensed, at 64%, was too narrow. Bitstream condensed the font and subtly adjusted the stroke widths and performed the hinting required to create a PostScript font which was then delivered to Apple as "apgaram."In cases when the Apple logo was accompanied by text, it was always set in Apple Garamond. Aside from the company name, most of Apple's advertising and marketing slogans such as "Think different." used the font as well.
This typeface was virtually synonymous with Apple for almost two decades and formed a large part of Apple's excellent
brand recognition . It was not only used in conjunction with the logo, but also in manuals, ads and to label products with model names. Even today the association continues; falsified images of rumored new Apple products and spoof advertisements often use it despite the fact that it is no longer current.Apple has kept the true Apple Garamond font to themselves, but briefly sold ITC Garamond Narrow—Apple Garamond without the custom hinting—as part of the "Apple Font Pack" in the 1990s. A version of the font was also included, hidden away under a different name, in some versions of Mac OS X prior to 10.3, since it was used by the Setup Assistant installation program. See
List of fonts in Mac OS X for more information on how the font can be extracted.Many
typographer swho consider ITC Garamond in general, and Apple Garamond in particular, to be poorly designed typefaces. ITC Garamond is frequently called a "pastiche" or a "Garamond in name only" that has little to do with the 16th century typefaces that supposedly inspired it. Another common view is that the algorithmic scaling distorted the typeface. Apple changed the name of their licensed version of the typeface when they had the format of the fonts converted to TrueType for their internal use.Myriad
In 2002, Apple gradually started using a variant of the Adobe Myriad font family in its marketing and packaging. As new revisions of its products were released, the text changed from the serif Apple Garamond to the sans-serif Myriad Apple. The family's bolds are used for headlines, and other weights are also used accordingly. The Myriad font family was designed by
Robert Slimbach andCarol Twombly for Adobe. Adobe's most recent version of Myriad is Myriad Pro, which has some additional enhancements and character set extensions, but is not significantly changed in design. Myriad Apple, a modification produced by Galápagos Design Group, incorporates minor spacing and weight differences from the standard varieties, and includes Apple-specific characters such as the company logo. In 2006, Myriad Apple was superseded by Myriad Set, which contains extra ligatures and other minor changes. While Myriad Set is for most titles and eye-catching slogans, some text is set inHelvetica Neue .Although originally promoted as Myriad, the 5th generation
iPod andiPod nano feature a bitmap font known asPodium Sans which is missing Myriad's trademark features such as the splayed 'M' and distinctive 'y'. The most recent iPods (and the iPhone) useHelvetica as their UI font.Other fonts used in Apple's marketing
Prior to adopting the bitten Apple as its logo, Apple used a complex logo featuring
Isaac Newton sitting below anapple tree. The words "APPLE COMPUTER CO." were drawn on a ribbon banner ornamenting the picture frame. The frame itself held a quotation from Wordsworth: "Newton...A Mind Forever Voyaging Through Strange Seas of Thought...Alone." The logo was hand drawn and thus did not use an established font. However, the type is similar toCaslon with some idiosyncratic details, such as an "R" deviating from the general style.In the marketing of the Newton PDA, Apple chose to use
Gill Sans instead of the regularApple Garamond . Gill Sans Regular was used in the logo, for the model name on the computer, the keyboard and in advertisement materials, though it was not used as a screen font (except for as part of the Newton logo). Gill Sans was originally designed by Eric Gill around 1927–29 for theMonotype Corporation .Keyboards
Apple's keyboards have long been labeled with
Univers Condensed Oblique, a design choice by Apple's industrial design partner,Frog Design . This began in 1984 with theApple IIc , the tilt of whose front-panel buttons matched the inclination of the lettering.Univers was eventually replaced on Apple's keyboards by
VAG Rounded , which was used on alliBook models, 2003 and laterPowerBook s,MacBook s,MacBook Pro s and Apple Keyboards since August 2007. VAG stands for "Volkswagenwerk Aktiengesellschaft", and the font was developed by Sedley Place Ltd. for German car manufacturerVolkswagen and was used in much of their marketing materials. Volkswagen's modification of a classical typeface is similar to Apple's modification of Garamond to create a corporate typeface that is both universal and proprietary.Fonts used in other products
Apple's earliest computers had extremely limited graphical capabilities and could originally only display uppercase
ASCII using a set bitmap font. The IIc and EnhancedApple IIe supported 80 columns of text and an extended character set calledMouseText . It was used to simulate simple graphical user interfaces, similar to the use ofANSI X3.64. The latter versions of Apple IIGS system software and Finder used very rectangular pixels (640x200) thus requiring a stout, 8 pt bitmap font called "Shaston 8" as the system font (menus, window titles and so on). Shaston was described in Apple IIGS technote #41 as "a modifiedHelvetica ", but the similarities are not striking. The fonts of the original Macintosh were also available for the GS.In
1993 , Apple's Human Interface Group designed the typefaceEspy Sans specifically for on-screen use. It was first used for the Newton OS GUI and later integrated into Apple's ill-fatedeWorld online service. The Newton used the font Apple Casual to display text entered using the Rosetta handwriting recognition engine in the Newton. The same font found its way into the Rosetta-derived writing recognition system in Mac OS X—Inkwell. The TrueType font can be made available to any application by copying the font file, which is embedded in a system component, to any font folder. (SeeList of fonts in Mac OS X for more information.) The Newton logo featured theGill Sans typeface, which was also used for theNewton keyboard .Apple's
eWorld also used the larger bold condensedbitmap font eWorld Tight for headlines. The metrics of eWorld Tight were based on Helvetica Ultra Compressed.Lucida Grande is the standard font used in Mac OS X user interface elements such a menus, dialog boxes and other widgets.When released in 2001, Apple's
iPod music player reused the bitmap Chicago font from the original Macintosh GUI. Later versions of the iPod drew from the larger character repertoire of the TrueType Chicago, adding a number of characters not present in the bitmap Chicago, such as Greek and Cyrillic. Even though the screen supports grayscale, the characters were not anti-aliased.Fact|date=August 2007The
iPod mini uses the typeface originally designed for the Newton, Espy Sans. In the fourth-generation color iPod (formerlyiPod Photo ),Podium Sans has displaced Chicago as the user interface font, in part due to the higher resolution of the new color screen.ee also
*
List of Apple typefaces
*Fonts on the Mac
*List of fonts in Mac OS X References
* Apple Computer:
** [http://www.apple.com/macosx/features/font.html Fonts on Mac OS X] . Retrieved2004 -09-25 .
** (January 29 ,2003 ). "Using and Managing Fonts in Mac OS X". [http://images.apple.com/pro/archive/creative/fonts/usingfontsinmacosx_l25032b.pdf PDF] . Retrieved2004 -10-01 .
** (October 8 ,2003 ). "Fonts in Mac OS X" [http://images.apple.com/macosx/pdf/Panther_Fonts_TB_10082003.pdf PDF] . Retrieved2004 -10-04 .
** [http://developer.apple.com/documentation/carbon/conceptual/managing_fontmanager/fm_concepts/chapter_2_section_3.html Font Support in the Mac OS] . Retrieved2004 -10-01 .
** (November 11 ,2002 ). " [http://developer.apple.com/fonts/LastResortFont/ LastResort Font] ". Retrieved2004 -10-03 .
** (June 10 ,2004 ). [http://docs.info.apple.com/article.html?artnum=153382 Sharing Fonts Between Mac OS X and Classic] . Retrieved2004 -10-22 .
** (September 14 ,2000 ). [http://developer.apple.com/fonts/TTRefMan/RM06/Chap6Zapf.html The Zapf table] . Retrieved2004 -10-22 .
** (1996 -07-06 ). [http://developer.apple.com/documentation/mac/Text/Text-514.html Inside Macintosh — Text — Built-in Script Support (IM: Tx)] . Retrieved2004 -10-27 .
** (November 1990). [http://www.umich.edu/~archive/apple2/technotes/tn/iigs/TN.IIGS.041 Apple II GS TN #41 — Font Family Numbers] . Retrieved2004 -10-28 .
** (December 19 ,2002 ). [http://www.unicode.org/Public/MAPPINGS/VENDORS/APPLE/ROMAN.TXT ROMAN.TXT, MacRoman to Unicode map] . Retrieved2004 -11-09 .
* Jaques Moury Beauchap. [http://www.jacques-moury-beauchamp.com/moury/beauchamp/SIGNEDAMERICA/pages/JANOFFUS.html Rob Janoff — Graphic Designer, Author of the first logo for Apple Computer] . Retrieved2004 -10-28 .
*Michael Everson (2003 -11-11 ). [http://www.evertype.com/software/apple/ Multilingual Macintosh Support] . Retrieved2004 -10-27 .
* Erfert Fenton (October 1994). Inside QuickDraw GX Fonts, "MacWorld". [http://web.archive.org/web/19970614041630/http%3a//www.macworld.com/pages/october.94/Feature.1143.html 1997 archived version] , retrieved2004 -11-01 .
* FreeType. [http://www.freetype.org/patents.html Freetype and Patents] . Retrieved2004 -10-29 .
* Nobumi Iyanaga (2000 -09-26 ). [http://www.bekkoame.ne.jp/~n-iyanag/researchTools/unicodeandmacos.html Unicode and Mac OS, and Code converters] . Retrieved2004 -10-27 .
* Tony Kavadias (2004 -07-24 ). [http://www.aci.com.pl/mwichary/guidebook/articles/exclusive/apple2userinterfaces Apple II User Interfaces] . Retrieved2004 -10-28 .
* Steve Gibson (2003 -04-10 ). [http://grc.com/ctwho.htm The Origins of Sub-Pixel Font Rendering] . Retrieved2004 -10-27 .
* Jens Hofman Hansen (July 2 ,2002 ). [http://www.maclab.dk/dokumentation/logoet/ Apple-logoets historie] . Retrieved2004 -09-22 .
* Susan Kare. [http://www.folklore.org/StoryView.py?project=Macintosh&story=World_Class_Cities.txt World Class Cities] . Retrieved2004 -09-25 .
* John Kheyt (2003 -05-23 ). [http://www.macobserver.com/columns/devilsadvocate/2003/20030523.shtml The Devil's Advocate — MS's ClearType KOs Apple's Quartz In The Lightweight Division] . Retrieved2004 -10-27 .
* Microsoft (2003 -03-12 ). [http://www.microsoft.com/presspass/press/2003/dec03/12-03ExpandIPPR.asp Press release: Microsoft Announces Expanded Access To Extensive Intellectual Property Portfolio] . Retrieved2004 -10-27 .
* Jonathan Ploudre (June 1 ,2000 ). [http://www.lowendmac.com/backnforth/2k0601.html Macintosh System Fonts] . Retrieved2004 -09-21 .
* Ed Tracy (1998 -10-15 ). " [http://www.landsnail.com/apple/local/design/index.html Apple and the History of Personal Computer Design] ". Retrieved2004 -10-27 .
* Norman Walsh (August 14 ,1996 ). [http://www.faqs.org/faqs/fonts-faq/part7/ comp.fonts FAQ: Macintosh Info] . Retrieved2004 -09-21 .
* XvsXP. [http://www.xvsxp.com/system/fonts_view.php XvsXP.com — Fonts] . Retrieved2004 -10-27 .External links
* [http://images.apple.com/pro/pdf/L311277A_FontTT_v4.pdf Advanced Typography with Mac OS X Tiger]
* [http://developer.apple.com/fonts/ Text & Fonts] Apple's typography developer site
* [http://developer.apple.com/fonts/TTRefMan/index.html TrueType Reference Manual]
* [http://developer.apple.com/fonts/LastResortFont/ LastResort Font]
** [http://developer.apple.com/fonts/LastResortFont/LastResortTable.html Full LastResort glyph table]
** LastResort glyphs: — [http://developer.apple.com/fonts/LastResortFont/LastResortGlyphs236pp.pdf 236 pages PDF] , [http://developer.apple.com/fonts/LastResortFont/LastResortGlyphs5pp.pdf 5 pages PDF]
* [http://www.alanwood.net/unicode/fonts_macosx.html Unicode fonts for Mac OS X computers] — Survey of Unicode fonts included with Mac OS X and Microsoft Office 2004.
* [http://www.microsoft.com/typography/ClearTypeInfo.mspx Microsoft's ClearType web site]
* [http://fondu.sourceforge.net/ Fondu] – program to convert (and separate) Mac OS X dfont data fork files to TrueType, OpenType, Type 1, and Glyph Bitmap parts
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