by The Apple logo is one of the most recognizable designs in tech thanks to its exemplary elegance and simplicity. It’s so memorable, in fact, that the brand is able to play with references to previous iterations in a way that everyone will instantly recognize.
That’s the case with a new logo design unveiled for the opening of Apple’s upcoming store at American Dream mall in New Jersey. The new take on the Apple logo offers both a nod to the past and a fresh, contemporary feel all rolled into one (if you’re looking for Apple gear, there are still plenty of Apple Cyber Monday deals online).
Apple is preparing to open its Apple American Dream Store at 11 a.m. Saturday (December 3) in the second largest mall in the United States. The store itself is expected to have a layout similar to the latest Apple retail stores. So perhaps the most interesting thing about the launch is the choice of logo. Apple’s launch connector (opens in new tab) on its website shows a reinterpretation of the classic rainbow-colored logo from 1997.
While the design will inspire a bit of nostalgia in longtime Apple fans, it also feels totally fresh and contemporary, with the spiraling rainbow colors appearing to wrap around the Apple shape.
So it’s just a temporary logo for a single store, big deal. But let’s just appreciate how much this says about the strength of Apple logo design over the years. There really aren’t many brands whose past logos remain so iconic that they play with references to them that everyone immediately understands.
It’s also interesting that the meaning of the rainbow colors has evolved since the 1977 Apple logo, which was actually used until 1997 (see our Apple logo history article). The Pride Flag also uses rainbow colors but in a different order that reflects the actual order of colors in a rainbow. Gilbert Baker and Lynn Segerblom’s Pride flag debuted at the 1978 Gay Freedom Day Parade in San Francisco and has since become a symbol of diversity everywhere.
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We have no idea if the timing of Apple’s new logo is intentional, but it comes as the brand is in the midst of a row with Elon Musk, who is accused of threatening to pull its endorsement from Twitter over its relaxation the platform to draw rules against hate speech.
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It’s not the first time Apple has referenced its classic full-color logo in this way. It revived the logo with slightly different colors to promote the release of the colorful 2021 iMacs. The enduring power of these colors and their association with the awe-inspiring Apple shows just how strong the Apple logo really is – and why it deserves its place in our pick of the best logos of all time.
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