Dear Sophie -
Every step of the Apple experience is informed by the power of design. The ethos of STEVE JOBS was that beauty & accessibility gives dignity to a brand. That while at first it would appeal to the artists, it would ultimately be universally appreciated, forming the basis of a loyal engagement.
Beyond the sublime objects overseen by the industrial designer JONATHAN IVES, Apple's values are expressed through the architecture of the stores and continues throughout the user experience - from the exquisite packaging right down to the fonts.
By employing LEE CLOW to shepherd the advertising, Steve was assured a thoughtful, rigorous eye. Lee entrusted me to express the ideals of Steve's return to Apple. With the powerful words "think different" I crafted "Think different."
With love,
Mom
an homage to dieter rams.
