What Drives Them
Commands authority and sets the standard for the category.
Color Intelligence
Apple anchors on Yellow (#c2c26c) as their primary brand signal, paired with Yellow (#e0de8b), and accented by Green. The palette balances warm and cool tones.
#c2c26c
Primary
#e0de8b
Secondary
#848573
Background
#3c3e43
Text
#f4f4f6
Background
#b3c9b6
Accent
Typography
Headings set in SF Pro Display (a sans-serif — clean, modern, and optimized for digital), body in SF Pro Text (a sans-serif — clean, modern, and optimized for digital). 3 typeface families in play — a richer, more layered typographic system.
Logo Anatomy
Apple uses a combination mark — pairing symbol with wordmark for versatility.
Combination Mark
Icon + Text
Brand Character
Apple is authoritative and decisive, energetic and passionate, technically detailed.
third
high_school
direct
Signature Words
Design Playbook
Product Focused, Lifestyle
natural
full_color
flat
minimal
rounded
generous
Digital Footprint
.
Market Presence
Global presence, headquartered in Cupertino, US, communicating in 30 languages.
US
Cupertino, US
global
en, ar, de, fr, nl, bg, pt, es, cs, da, et, fi, el, zh, hr, hu, it, ja, ko, lt, lv, no, pl, ro, sv, sk, th, tr, uk, vi
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Logo Variants
Primary Raster
Primary LogoBrand Codes
Apple Gray
Used for backgrounds and product showcases, creating a sleek and modern feel.
SF Pro
Used for all text, creating a clean and modern look.
Product Focused
High-quality images of products, emphasizing their design and features.
Apple logo
The bitten apple silhouette is a distinctive and recognizable shape.
Clean product photography
The product photography features clean, well-lit shots of the products against a minimalist background.
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