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This is a white apple, that has a bite taken out of it. It is the newest logo for Apple that goes behind the Mac Book Pro laptops. It is used as an identity marker, anywhere you look and see this logo it will indicate Apple. On a Mac Book Pro the apple is illuminated once it is on. This is attention grabbing it tells everyone who walks by that this is our product. Because it is a successful company this logo has become renowned. This logo is specifically targets students and people in professional fields of visual design (film, graphic design, photography) and music. It doesn't mean that they are the only target audience, it is just that their computers service to those specific fields. Apple's target is everyone that needs a computer. They have desktops that are usually not portable and can be used at a school, office, or at home. They also have iPods, iPhone, and Mac Book Pros that are portable and can be taken anywhere. Apple seems to use the same material for all their products they use plastic, glass, and carbon fiber. This is to make it close to quality product, however these devices seem to break fairly easy. Since this logo first came out it has gone through multiple changes, it used to be more colorful. When it was colorful it didn't seem to work, because of the multiple colors. It had to be a simple color so that it wouldn't be too distracting. Although the color changed the same logo stayed the same, with the bite mark and basic shape. The bite mark helps it's marketing by indicating that the product with this logo is desirable. Or it could say that one bite is all it takes to get you hooked.

The idea is to represent the company name which is apple. The point of using an achromatic logo is to make it simple. And the use of whites, blacks, and greys are futuristic and modern. For example, many of the expensive modern homes being build are grey and white or black and like they are made of stainless steel. The Apple logo very closely resembles those modern homes. It is a good idea, however Apple had already made a name for themselves before they switched to this achromatic logo. If they first started off with this logo it wouldn't have caught on and people back in the late 70's would think it was boring. In today's time it works because it's about the simplicity and elegance that this logo displays. This logo can be improved by bringing it to the third dimension. It's always been a "profile" view, it would be much more interesting to see the actual bite mark and if it was a three-quarter view of the apple. It would give it a much more unique take on the old simple logo. There can also be a design inside of the apple. Something that would give it a textured look or something that makes it look more futuristic. Since Apple's idea for the products represent futuristic representation.