公司商标所具有的价值

公司新标识的价值

Apple - A chic redesign
苹果——时尚的新设计
   
Talk about a makeover. Just imagine what an iBook or iPhone would look like with this image on it: definitely not as chic.
什么叫彻底改头换面！想象在iBook电脑或者IPhone上还印着原来的标识：肯定不如现在这么时尚。
   
Ronald Wayne designed Apple's original logo in 1976 when the company was still operating out of a garage. It shows Isaac Newton sitting beneath a tree with an apple dangling precariously above his head.
罗纳德．韦恩（Ronald Wayne）于1976年设计了苹果（Apple）原始标识，当时苹果公司还在一间车库里小打小闹。标识上是牛顿坐在树下，头上一个苹果摇摇欲坠。
   
Rob Janoff used the same apple in his redesign a year later. "You can almost feel the '70s and '80s taking place when you take a look at that rainbow apple," says Bill Gardner, principal of Gardner Design.
一年以后，罗伯．让诺夫（Rob Janoff）重新设计标识，仍然采用了这一苹果的形象。Gardner Design公司的负责人比尔．加德纳（Bill Gardner）说：“透过彩虹苹果的形象，你几乎能感受到70年代和80年代的变迁。”
   
Apple dropped the multi-colored logo in 1998 for a monochromatic version, produced in every color imaginable, until transitioning it to today's popular shade of chrome.
1998年，苹果不再采用多颜色标识，转而使用单色版，推出了各种各样颜色的标识，直到后来出现了今天使用的泛着金属光泽的银灰色苹果。