TERRANCE ON TECH
Rainbows are for people who can’t face reality…
By Terrance Gavan
Over at Gizmodo Jesus (Diaz that is) is setting his sites on Apple… again.
He’s usually right on these things, so we’ll give him props for the scoop.
Appears that Apple is redesigning their logo.
Aha you say. But no.
Don’t think of this as some sort of Jobsian homage. In fact it’s like they’ve dismissed their founder with a spray can and a wall of funky retro graffiti art.
Apple, you will remember – if you’re a decrepit boomer like moi – has redesigned their infamous bitten Newton on several occasions over the past 249 years of Apple’s reigning technocracy.
Newtonto Woz to Jobs. Luddites begone. The Rainbow is risen.
Their current design consisting of brushed grey chrome reflects Jobs’s savage minimalist ego. His preoccupation with a zoomed fusion of white and black. Chrome is nice. Brushed chrome appeals to my avid preoccupation with this section of Canada, where gray rocks dominate every aspect of life. And plays hell with a photographer’s imagination.
I like the grey chrome.
Jesus Diaz says it is going… as in gone-baby-gone.
So prepare your senses for the new logo from the folks that brought you… well? Life. Art. And the touchable app.
Or as Jesus says:
“Put your Apple Kremlinology hat on, folks, and look at the colorful logo on the right of this image. That was the logo that Apple used today to close their presentation, which they usually close with their metal logo.
Is this Apple’s new logo? I hope so!
I hope so because:
I love the rainbow.
I LOVE DOUBLE RAINBOWS.
I love unicorns too, their ribeyes and tenderloins specially, rare.
I used to love the old Apple logo and this is like, you know, a modern version.
It looks like Apple’s color picker.
Tim Cook is gay but gray, he needs all the color he can get.
I hate fake surfaces when it comes to graphic design (I’m looking at your stupid leather underpants and calendars, Scott Forstall).
I have pills that make everything look like this Apple logo.
Seriously, it’s nice. It gets me back to my old Mac years, when all of you didn’t know what the hell Apple was. You probably weren’t even born back then. Whatever. It’s just nice to look at.
Jon, I hope you are behind this. And I hope beige will be the new aluminum.”
So Jesus likes rainbows and I prefer grey.
It’s just a logo.
Beware wedges and focus on the thin edge.
And remember when Coca-Cola decided that change was… hmmmmm… a nice idea.
How’d that work out?
Terrance on Tech can be reached at firstname.lastname@example.org.