苹果-苹果公司品牌系统指导手册（英文）-2020.6-46页_3mb

Apple Computer Logo, Signature, and Typeface Standards Summary

Core Content

This document outlines the official standards for using Apple's logo, signature, and typeface across all Apple communications. It emphasizes the importance of consistency in branding to maintain Apple's positive image and ensure clear identification of the company.

Main Points

• Why Standards?
  Consistent use of Apple's visual elements is crucial for maintaining the company's positive image and differentiating it from competitors.

• Apple Logo

  • The Apple logo is the primary symbol and should be used in its original form without alterations.
  • It is available in spectrum and one-color versions.
  • Spectrum Logo uses six colors (Green, Yellow, Orange, Red, Purple, Blue) and must be printed on black, white, or off-white backgrounds.
  • One-color Logo can be used in black, white, or red.
  • The minimum size for the logo is 7mm.
  • The registered trademark symbol (®) should be used with the logo and placed appropriately depending on the size.
  • For four-color process printing, the logo should be printed using the correct line screens (85, 133, 150, or 175) and color swatches.
  • The clear space around the logo must be maintained, and the white space is integral to the Apple look.

• Apple Logotypes

  • These are specially designed versions of the words "Apple" and "Apple Computer."
  • The "Apple" logotype is used for promotional materials, while "Apple Computer" is for corporate and legal communications.
  • Logotypes are kerned and should not be altered.
  • The minimum size for logotypes is 2.5mm (measured from the top to bottom of the apple body).
  • The clear space around logotypes is similar to that of the logo, with specific measurements based on the size of the logotype.
  • Logotypes should be used on black, white, or off-white backgrounds and can also be printed in metallic gold or silver.

• Apple Signatures

  • Signatures combine the Apple logo and logotype.
  • They can be used in horizontal or vertical configurations, depending on the layout.
  • The registered trademark symbol (®) is used with both the logo and logotype.
  • The clear space rules apply to all signatures, and the size and placement of the symbol must be correct.
  • Signatures must be printed on black, white, or off-white backgrounds, or on dark backgrounds with strong contrast.

• Typefaces

  • Apple Garamond is the primary typeface and comes in three weights: Light, Book, and Bold.
  • It is used for text applications, with specific tracking and scaling guidelines for different point sizes and use cases.
  • Helvetica is the secondary typeface and is used for headlines, subheadlines, and body text.
  • Helvetica is available in various weights and is often used in technical publications.

• Color Standards

  • Specific Pantone colors are recommended for the Apple logo and signatures:
    • Apple Green: Pantone 368
    • Apple Yellow: Pantone 123
    • Apple Orange: Pantone 165
    • Apple Red: Pantone 186
    • Apple Purple: Pantone 253
    • Apple Blue: Pantone 299
  • These colors must be matched precisely when printing.

• Trademark and Copyright Information

  • The registered trademark symbol (®) should be included when the Apple logo is registered in a specific country.
  • The credit line "The Apple logo is a trademark of Apple Computer, Inc., registered in the U.S.A. and other countries" should accompany the logo in printed materials.
  • Users should refer to APPLECI or CI.EUROPE for specific trademark and corporate identity information.

Key Information

• Consistency is vital for maintaining Apple's brand identity.
• Quality control is essential during the production of logos, signatures, and typefaces.
• Electronic artwork is provided for accurate reproduction.
• Clear space must be maintained around all Apple visual elements.
• Color matching is crucial, especially for the spectrum logo.
• Tracking and scaling guidelines are provided for Apple Garamond in QuarkXPress.
• Trademark usage is regulated and should be verified before use.

Additional Notes

• The CD-ROM included with these standards contains Apple Garamond fonts and graphics.
• Print resolution should be at least 2,540 lines per inch for high-quality output.
• The document is dated May 1993, and color matching should not be done after May 1994.