Apple II brochure cover — 1977.— Apple Computer, Inc.; individual design and photography credits unconfirmed.
Simplicity Is the Ultimate Sophistication
- Brand:
- Apple
Timeless principle
Let the first page establish a feeling that the following information can substantiate.
The idea
Introduce a computer through a familiar object and a promise of simplicity.
Why it works
A single red apple occupies the space where we expect to find a computer. The name becomes a picture, giving unfamiliar technology an ordinary, approachable starting point. Two compact blocks of type create the argument: simplicity above, a personal computer below. The empty page does some of the explaining before the brochure opens into technical detail. Its restraint is useful because it stages the information in order. First establish how the product should feel; then give an interested reader the reasons to believe it.
Tags
- Classic Print
- Typography
- Simplicity
- Technology
