Typography of Apple Inc.

For at least 18 years, Apple's corporate typeface was a custom variant of the ITC Garamond typeface called Apple Garamond. It was used alongside the Apple logo for product names on computers, in many ads and printed materials, and on the company's website. Starting in 2001, Apple gradually shifted towards using Myriad in its marketing. Starting with iPhone 7 in 2016, Apple switched the typeface of the word mark "iPhone" to San Francisco on products and its website. Hand-drawn logo Prior to adopting the bitten Apple as its logo, Apple used a complex logo featuring Isaac Newton sitting below an apple tree. The words APPLE COMPUTER CO. were drawn on a ribbon banner ornamenting the picture frame. The frame itself held a quotation from Wordsworth: "Newton....A Mind Forever Voyaging Through Strange Seas of Thought...Alone.", taken from Wordsworth's autobiographical poem The Prelude. The logo was hand drawn and thus did not use an established font. However, the type is similar to Caslon. Motter Tektura Before the introduction of the first Macintosh, Apple used a typeface called Motter Tektura for their company logo and product labels, which was originally designed in Austria by Othmar Motter of Vorarlberger Graphik in 1975 and distributed by Letraset (and also famously used by Reebok). At the time, the typeface was considered new and modern. The exact font used by Apple is slightly modified from the standard Motter Tektura: the s is more conventionally shaped, as opposed to the descending "hook" design of the normal typeface, and (with the exception of the Disk II 5.25 drive) the dot over the i is removed. According to the logo designer, Rob Janoff, the typeface was selected for its playful qualities and techno look, which were in line with Apple's mission statement of making high technology accessible to anyone. Janoff designed the logo in 1977 while working with Palo Alto marketer Regis McKenna. The Apple logo's bite mark was originally designed to fit snugly with the Motter Tektura a (as in the adjacent red banner). In the early 1980s, the company logo was simplified by removing "computer .". Motter Tektura is most notably used for the Apple II logo. The typeface has sometimes been mislabeled as Cupertino, a similar bitmap font likely created to mimic Motter Tektura. Apple Garamond Starting with the introduction of the first Macintosh in 1984, Apple adopted a new corporate font called Apple Garamond. It was a variation of the classic Garamond typeface, both narrower and having a taller x-height. Specifically, ITC Garamond (created by Tony Stan in 1977) was condensed to 80% of its normal width. Bitstream condensed the font, subtly adjusted the stroke widths, and performed the hinting required to create the font, which was delivered to Apple as the Postscript font "apgaram". In cases where the Apple logo was accompanied by text, it was always set in Apple Garamond. Aside from the company name, most of Apple's advertising and marketing slogans, such as "Think different", used the font as well. The typeface was virtually synonymous with Apple for almost two decades and formed a large part of the company's brand recognition. It was used not only in conjunction with the logo, but also in manuals and ads and to label products with model names. Apple has not released the true Apple Garamond font. ITC briefly sold ITC Garamond Narrow—Apple Garamond without the custom hinting—as part of its Apple Font Pack in the 1990s. A version of the font was also included under a different name in some versions of Mac OS X prior to 10.3 as it was used by the Setup Assistant installation program. Gill Sans In the marketing of the Newton/Notepad/MessagePad PDA (starting in 1992), Apple used Gill Sans instead of the regular Apple Garamond. Gill Sans Regular was used in the logo, for the model name on the computer, on the keyboard and in advertising materials, though it was not used as a screen font (except as part of the Newton logo itself). Myriad 's Myriad was used in Apple's marketing 2002–2017. In 2002, Apple gradually started using a variant of the Adobe Myriad font family in its marketing and packaging. As new revisions of its products were released, the text changed from the serif Apple Garamond to the sans-serif Myriad Apple. The family's bolds were used for headlines, and other weights accordingly. The Myriad font family was designed by Robert Slimbach and Carol Twombly for Adobe. Adobe's most recent version of Myriad is Myriad Pro, which has some additional enhancements and character set extensions, but is not significantly changed in design. Myriad Apple, a modification produced by Galápagos Design Group, incorporates minor spacing and weight differences from the standard varieties, and includes Apple-specific characters, such as the company logo. In 2006, Myriad Apple was superseded by Myriad Set, which contains extra ligatures and other minor changes. As of November 2013, lighter fonts are prevalent in Apple's marketing, with headlines in Myriad Pro Light. Occasionally an even lighter variant of Myriad is used for specialized marketing materials and press releases. San Francisco In 2015, with the release of the Apple Watch, Apple began the usage of San Francisco in Apple Watch marketing materials, as well as in the Apple Music wordmark. In September 2016, the company began using it as the typeface of word marks such as "iPhone", "AirPods", and "MacBook Pro" on the devices themselves, as well as keynote slides and product packaging. This change was also reflected in some headlines on product marketing web pages. Subsequently, on January 24, 2017, Apple began updating its website to use the San Francisco font, and as a result it became the company's universal typeface for all its products. ==System fonts==