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Collection of 20 printed materials from Apple Computer related to their extensive retail and merchandise campaigns of the 1990s, which includes various promotional catalogs, booklets, and brochures, with titles as follows: The Apple Catalog, The Apple Merchandising Program, the Apple Merchandise Collection, AppleDesigns, and the Apple Reseller Collection. Included with the merchandising material are three Apple Computer guideline booklets from the mid-1990s, including: Graphic Standards for Apple Merchandising (April 1994); Guidelines for Using Apple Logo, Signatures, and Corporate Typeface; and How to Build a Better Brand. In overall fine condition.
Of note is an Apple Collection catalog from 1985, the front cover of which features a fan letter from 6-year-old Xiamara Richards, which reads: “Dear Mr. Jobs, I was doing a crossword puzzle and a clue was, ‘As American as apple–.’ I thought the answer was computer but my mom said it was pie.” Apple’s marketing team found Richards’ letter so endearing that they decided to not only feature it on the catalog’s front cover, but they also printed the letter on a coffee mug sold within the catalog. However, a couple of months after the catalog was launched, the Richards family lawyers contacted Apple and demanded a cease and desist order on the sale of the mugs. Apple's removal of the mug from the catalog forced the design team to rearrange both pages 4 and 5, as well as, of course, the front cover.
