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Behold Apple’s new logo treatment

During the unveiling of the new iPad this week, Apple briefly flashed on screen a new treatment of its classic logo. It looks like this:

New Apple Logo

Here’s how the logo appeared on screen during the closing moments of the iPad presentation, as CEO Tim Cook exited the stage.

Tech blog Gizmodo quickly surmised that this might officially be Apple’s new logo, and assembled (or obtained) this graphic showing the evolution of the Apple brand mark over time:

Kind of lovely, actually. And glassy metallic bubbles have been around a few years, so a change would be a good idea. I hope they go with it.

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Bonus: Also from the world of Apple branding: The new iPad is called… “The new iPad.” Some people speculated it would be called the “iPad 3″ or “iPad HD,” and it doesn’t seem to follow the series Apple started when it named the “iPad 2.” The Wall Street Journal sums it up like this:

“The company didn’t provide a detailed explanation. Phil Schiller, Apple’s senior vice president of world-wide marketing, simply said that Apple broke from the convention ‘because we don’t want to be predictable.’ Branding experts said the lack of a new name is potentially confusing, given the fact that Apple has given new names or tweaks to line extensions before.”

Remember, though, that Apple has called the flagship iPod (which has changed sizes, shapes and specs many times) simply “iPod” for 11 years. (In 2007 they added “classic” to distinguish it from the iPod touch.)

— By Daryl Lang. Filed under Logos, Marketing, Television

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