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Rare, wonderfully maintained original Apple Computer, Inc. ‘Corporate Identity Guidelines’ manual from 1985, housed in its original three-ring binder, 8.5 x 11.75, with Apple ‘rainbow’ logo and “Corporate Identity Guidelines” printed on the front cover and spine. This manual was distributed to Apple employees to ensure a unified brand identity by defining key elements like logo usage, color schemes, and typography. The manual contains the following sections (and subsections): Logo (Introduction, Color Standards, Three-color Process, Background Colors, Color Variations, Reversed to White, Staging), Trademarks (Legal Guidelines), Logotypes (Corporate Logotype, Product Logotypes), Signatures (Legal Signature, International Signature, Authorized Dealer), Type Styles (Primary Type Style, Secondary Type Style), Stationery (Business Cards, Letterhead, Envelopes), Grids (Introduction, Layouts for U.S.A., Layouts for International), Signage (Interior, Exterior), Vehicle (Graphic Guidelines), Color Matching (Logo Colors, Logo Color Intensity, Apple Gray, Apple Red), and Reproduction Art.
Of considerable interest is the Logo section, touted as “the primary link and support for all elements and expressions of Apple’s Corporate Identity Program,” Apple’s type style in variations of ITC Garamond and Helvetica, the precise design dimensions for its iconic stationery, and its Color Matching section containing 25 pages with perforated “color swatches that can be removed and sent with mechanical reproduction art as a visual color match reference.”
The manual’s introduction reads: “Everywhere in the world the Apple logo appears, it's our way of showing our true colors. It is extremely valuable to us—a reflection of Apple quality, Apple innovation, Apple reliability, Apple friendliness. Enormous effort has gone into these Corporate Identity Guidelines to define and refine all the elements that make up Apple's unmistakable presence. We've included standards for everything from colors and sizes for the Apple logo to type styles, trademarks, and legal requirements. We've worked hard to shape Apple's corporate identity, and we must work equally hard to protect what we've created. Make every effort, therefore, to follow these guidelines.” In fine condition, with torn binder holes only to the front cover. Accompanied by the original cardboard shipping box with Apple Computer label, postmarked on May 7, 1985. A pristine copy of this impressive Apple Computer guideline manual, essentially stored in a time capsule for four decades.
The manual meticulously reveals Apple's design-centric ethos at a time when the company was going through notable change: unpleased with the direction of CEO John Sculley, co-founder Steve Jobs resigned from Apple on September 17, 1985; Steve Wozniak also quit his active employment at Apple earlier in 1985 due to Apple's treatment of the Apple II division. Despite these seismic departures, Apple continued to forge ahead, relying on its tried and true design standards and principles to launch products like Macintosh XL, Apple Enhanced IIe, Apple ImageWriter II, and Apple Hard Disk 20.
