Apple Brand Book
TABLE OF COTENT 01 ABOUT COMPNAY 02 LOGO GUIDELINES 03 TYPOGRAPHY 04 COLOR 05 WEBSITE & IOS 06 PRODUCTS
01
ABOUT COMPNAY
Mission Statement
Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad.
Vision Statement We believe that we are on the face of the earth to make great products and that’s not changing. We are constantly focusing on innovating. We believe in the simple not the complex. We believe that we need to own and control the primary technologies behind the products that we make, and participate only in markets where we can make a significant contribution. We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. And frankly, we don’t settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we’re wrong and the courage to change. And I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well.
02
LOGO GUIDELINES
Only Apple and its authorized/approved licensees may use the Apple logo in advertising, promotional, and sales materials. The Apple logo may only be used as follows.
Do’s • Use the Apple logo in the size provided. • Use one Apple logo in a collection of logos identifying companies related to the affiliate offer. • One Apple logo can be used on a page dedicated to Apple product promotions.
Don’ts Don’ts • Do not place the Apple logo within a banner. • Do not use the Apple logo as part of your menu options. • Do not use the Apple logo as a navigation device. • Do not place the Apple logo within editorial content.
03
TYPOGRAPHY
SF Pro Display
SF Pro Display BLACK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
H1 Header
80 px
H1 Header
32 px
SF Pro Display Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
H2 Header
21 px
H3 Header
17 px
0123456789
SF Pro Display Text Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
04
COLOR
Main Color Name: Gray (HTML/CSS Gray) Hex: # B5B7B9 RGB: (182, 184, 186) CMYK: 32, 23, 23, 3
Hex: #999999
Hex: #666666
Hex: #ffffff
CMYK: 41, 32, 32, 11
CMYK: 56, 45, 45, 33
CMYK: 0, 0, 0, 0
RGB: 194, 159, 29
RGB: 102, 102, 102
RGB: 255, 255, 255
05
WEBSITE & IOS
06
PRODUCTS