Rainbows adorn Apple Park campus

June 3rd, 2019 10:51 AM
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Apple's logo has had many variations through the years: while always the same shape, it's gone from multicolored to monochromatic, 2D to 3D and back to 2D. But Rob Janoff's original rainbow scheme remains in the hearts of old-school Apple enthusiasts, with its appearance instantly striking a nostalgic chord.

Apple occasionally bandies that classic logo when it suits them, especially if playing to that nostalgia can bring commercial success — behold last year's proposal for rainbow shirts and hats. But sometimes, Apple can be as nostalgic as its fans, using the logo to acknowledge its history and pay tribute to its founders.

Apple's new campus, Apple Park, celebrated its formal opening on May 17, and as a tribute to Steve Jobs, the rainbow logo was on display in full force, as seen in these photos from MacRumors.

Jony Ive told Cult of Mac: "There is the resonance with the rainbow logo that’s been part of our identity for many years. The rainbow is also a positive and joyful expression of some of our inclusion values… The rainbow’s presence and optimism is keenly felt in many places and at the end of the day — it’s hard to find somebody that doesn’t love a rainbow."

It sometimes feels like Apple wants to forget its history with the Apple II. But when our retrocomputer's logo inspires this modern décor, it gives me hope that we've earned a place not only in the history books, but in the hearts of Apple.

The origin of the logo

May 21st, 2012 10:09 PM
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Filed under History, Steve Jobs;
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Apple rainbow logoApple Inc.'s logo has been through three major revisions: from the early, cerebral scene of Sir Isaac Newton, to the rainbow logo we Apple II users identify with, to the modern, sleek, silver fruit. The shape of the logo has not significantly changed in more than three decades, its simplicity proving enduring. Such a legacy inspires questions to its origins, which designer Rob Janoff answered in a 2009 interview. Were the rainbow theme and the bite from the apple a joint reference to the fate of Alan Turing, the supposed "father of computer science" who committed suicide by biting a cyanide-laced apple, to avoid prosecution for homosexuality? It's a clever tale, but not one that holds up to Janoff's take on history — though supposedly, Steve Jobs himself refused to debunk the myth.

A recent article in Scientific American, "Hunters of Myths: Why Our Brains Love Origins", explains Jobs's reticence:

Jobs, it seems, understood intuitively an important facet of our minds: we like to know where things come from. We like stories. We like nice tales. We need our myths, our origins, our creations. It would be disappointing to know that the apple was nothing more than an apple—and the bite, a last-minute addition to clarify scale, so that it was clear that we were seeing an apple and not a cherry. And that rainbow? A representation of a screen’s color bars, since the Apple II was the first home computer that could reproduce color images on its monitor.

How boring. How much of a letdown. Far better to have a story " and the better the story, the better for us.

The article elaborates on this anecdote, using it as an example of why clever or secret origin stories are often preferable to the truth:

Psychologist Tania Lombrozo argues that such impromptu causal explanations are critical to our everyday cognition. They contribute to improvements in learning. They can foster further exploration and idea generation. They can help us form coherent beliefs and generalize about phenomena—and then use those beliefs to understand, predict, and control future occurrences and, in turn, form new beliefs.

It's a short but interesting article that demonstrates yet another aspect of Jobs's genius. His contribution to design may've been questionable, and his first tour of duty at Apple may've marked him as an irascible manager who failed to respect the humanity of his employees — but given the success of his products, Jobs did seem to have a keen understanding, if not of human nature, then of human desire. Even when it comes to logos:

Steve Jobs’s silence was truly perceptive. Sometimes, it's just better to let natural human tendencies take over and start weaving tales, true or not, that will help people understand and relate to you better than anything you say ever could.