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"Think different" is an advertising slogan used from 1997 to 2002 by Apple Computer, Inc., now named Apple Inc.
The campaign was created by the Los Angeles office of advertising agency TBWA\Chiat\Day.
The slogan has been widely taken as a response to the IBM slogan "Think". It was used in a television advertisement, several print advertisements, and several TV promos for Apple products.
The "Think Different" campaign by Apple is one of the most iconic and influential advertising campaigns in the history of technology and marketing. Launched in 1997, it marked a pivotal moment for Apple, helping to redefine its brand identity and reestablish its place in the technology industry.
Background and Context
Background and Context
In the mid-1990s, Apple was struggling both financially and creatively. The company had lost its way after Steve Jobs was ousted in 1985, and its product line had become unfocused and less innovative. By 1997, Apple was on the brink of bankruptcy, and Jobs had returned to the company he co-founded.
The "Think Different" campaign was created by the advertising agency TBWA\Chiat\Day and was seen as a crucial part of Apple's revival strategy under Jobs. The campaign sought to emphasize Apple's philosophy of innovation, creativity, and non-conformity. It was a direct counterpoint to IBM's "Think" slogan, underscoring Apple's commitment to thinking differently and encouraging others to do the same.
The Campaign's Message
The Campaign's Message
The central message of the "Think Different" campaign was a celebration of the creative and the visionary. It highlighted the contributions of individuals who had changed the world through their innovative thinking and unorthodox approaches. The campaign featured black-and-white images of iconic figures such as:
Albert Einstein - Celebrated for his contributions to physics and his unconventional thinking.
Mahatma Gandhi - Known for his non-violent resistance and leadership in the Indian independence movement.
Amelia Earhart - Famous for her aviation achievements and breaking gender barriers.
Martin Luther King Jr. - Recognized for his leadership in the Civil Rights Movement.
John Lennon and Yoko Ono - Representing peace, creativity, and challenging societal norms.
Pablo Picasso - Symbolizing groundbreaking art and creativity.
Martha Graham - An innovator in modern dance.
These figures were described as "the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes." This phrase emphasized that those who "think different" are the ones who push the human race forward.
The "Here's to the Crazy Ones" Commercial
The "Here's to the Crazy Ones" Commercial
The most famous element of the campaign was the "Here's to the Crazy Ones" commercial, narrated by Richard Dreyfuss. The commercial featured a montage of footage showing the aforementioned icons and others, alongside the inspirational narration:
"Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do."
This commercial was a significant departure from the typical tech advertising of the time, which focused more on products and specifications than on the brand ethos and cultural impact.
Impact and Legacy
Impact and Legacy
The "Think Different" campaign was instrumental in redefining Apple's brand identity. It reinforced Apple's position as a leader in innovation and creativity, rather than just another computer company. The campaign resonated deeply with customers and is credited with helping to turn Apple's fortunes around, setting the stage for the successful launches of the iMac, iPod, iPhone, and other revolutionary products.
The phrase "Think Different" became a cultural touchstone and is still associated with Apple to this day. It symbolizes the company’s enduring commitment to challenging the status quo and thinking creatively. The campaign is often studied in marketing and business schools for its effectiveness and impact.
Steve Jobs
Steve Jobs
Februrary 24, 1955 - October 5, 2011
Februrary 24, 1955 - October 5, 2011
“Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.”
“Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.”
― Steve Jobs
Apple Internal - Introducing the Think Different Campaign
https://archive.org/details/introducing-campaign-to-apple-internal
Apple's original logo
Apple's original logo
Apple's original logo, created in 1976, is a stark contrast to the sleek and minimalist design we associate with the company today. The first logo was a detailed, hand-drawn illustration of Sir Isaac Newton sitting under an apple tree. This logo was designed by Ronald Wayne, one of Apple's co-founders, alongside Steve Jobs and Steve Wozniak.
Details of the Original Logo
Design: The logo depicts Isaac Newton under an apple tree, a nod to the famous story of Newton discovering gravity when an apple fell on his head. The image is framed with a border that reads, "Newton... A Mind Forever Voyaging Through Strange Seas of Thought... Alone." This frame is styled like a banner with a classical, almost Victorian appearance.
Style: The original logo is quite intricate and detailed, more akin to a piece of classical art or an engraving than a modern corporate logo. It reflects a traditional and scholarly feel, aiming to connect the innovative spirit of Apple with the intellectual legacy of Newton.
Color: It was designed as a black-and-white illustration, emphasizing its intricate details and classical styling.
Evolution to the Modern Logo
Evolution to the Modern Logo
Shortly after the company was founded, Steve Jobs decided the original logo was too complex and not suitable for branding a modern tech company. In 1977, Apple adopted the now-iconic bitten apple logo, designed by Rob Janoff. This new logo was a simple, colorful apple with a bite taken out of it, symbolizing knowledge (referencing the biblical story of Adam and Eve) and making a statement on simplicity and innovation. Over the years, the logo has evolved further into the monochromatic versions we see today, reflecting Apple's design philosophy of minimalism and modernity.
Why This Matters
Why This Matters
Understanding the original logo provides insight into Apple's origins and its initial branding strategy. It highlights the company's early attempt to position itself as a brand that is as much about intellectual exploration and innovation as it is about technology. As your website discusses this logo, it might be interesting to note how Apple's branding and identity have evolved from complex and intellectual to simple and universally recognizable.
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