Say Hello to a New Apple Font

Michael Simon's picture

Say Hello to a New Apple Font

This year’s Mac Expo teaser banner uses a lighter Myriad font than the company has used in recent years.

 

An early peek at the Moscone Center in San Francisco, site of the upcoming Mac Expo and, more importantly, Steve Jobs’ foremost keynote presentation of the new year, reveals a new slogan for 2008: “There’s something in the air.”

 

Those of us who dissect every clue and rumor leading up to the big day will immediately notice something askew with the trademark black banner: It seems Apple has a new font in its arsenal.

 

Whether this represents the beginning of a product-wide shift or an expo-only appearance remains to be seen, but it is certainly a conscious move away from its traditional font, Apple Myriad. Conceived as “a modification” of Adobe’s Myriad font family, Apple Myriad was “produced by Galápagos Design Group,” as noted by Wikipedia, and “incorporates minor spacing and weight differences from the standard varieties.” Apple began using this clean, semi-bold font across its product line around the time the iPod landed, and it has since become as recognizable as the partly eaten fruit it flanks.

 

Apple’s Think Different campaign featured the Apple Garmond font, like on this Muhammad Ali ad.

 

Before the unique Myriad font, Apple was partial to serifs, a simple, stylish font popularized by the ubiquitous “Think Different” campaign. Dubbed Apple Garamond, it was first used in the original Mac ad and can be found on nearly two decades of products and marketing materials, from PowerBooks to posters and everything in between.

 

The infamous 1981 ad where Apple welcomed IBM into the computer market with open arms used the company’s original logo, adorned with the Motter Tektura font. Interestingly, the font for the ad copy is closer to Apple Garamond, which wouldn’t make an official appearance until 1984.

 

And prior to Garamond’s appearance, Apple font of choice for its logo was Motter Tektura, a futuristic, space-aged series of letters with slants and curves that was just slightly ahead of its time. It didn’t last too long, but Motter Tektura set Apple apart from its contemporaries and established its rebel mindset from the get-go.

 

In short, Apple chooses its fonts carefully and a change – even one as simple as skinnier letters – is no small matter. And coming on the eve of a Mac Expo, it’s sure to get people talking.

 

And to think, we haven’t even heard a single word from Steve yet.

 

12

Comments

+ Add a Comment
avatar

Tokai

There are many private dentists in Staffordshire to choose from that offer cosmetic dentistry treatments such as laser teeth whitening, the Inman Aligner, smile makeovers with porcelain veneers por lumineers veneers for a natural or hollywood smile, invisalign braces to straighten crooked teeth and a variety of cosmetic crowns, dentures and white composite fillings to replace those old amalgam, metal filings. Browse our list of Staffordshire cosmetic dentists .

avatar

suaili

And we also provide fast delivery service, guarantee our listing price is lower than other competitors.replicas watches and professional customer service. We are more than ready to show our unique prowess and fortes to gain our footing.

avatar

ammarvvip

thanks

thank you ar..is nice
شات صوتي, دردشه صوتيه, شات مصريه, شات دردشة دردشه دردشة موبايل شات دردشه

avatar

benet

Every little chat Salon 1000 ah!replica watchYou are my best's buddy w3

avatar

xiaodanhu

Read this article, Louis Vuittonsome knowledge to understand, thank you, the author

great posting iLouis Vuitton like it ..

avatar

pixel_princess

I'm actually disappointed to see Apple jump on the light font band wagon. I like the look of it, but it's just so trendy and it's everywhere.
Every new condo development, every ad ALL uses light (usually Helvetica) fonts right now. I feel like Apple was closer in their Think Different campaign, keeping themselves from joining trends, and instead creating their own.

avatar

Zsa Zsa Galore

The typeface in the 'Welcome, IBM' ad is Goudy, ain't it?

avatar

Anonymous Coward

Given that the product it is presumably referring to is supposed to be light and thin, it makes sense to use a typeface that is lighter & thinner too.

avatar

Jeff

I'm 95% sure that's Myriad Pro Light, not Apple Gothic. I don't have a light version of Gothic (should I?). The fonts are very similar, but the 'e' looks more like Myriad.

avatar

Hark Johnny

I agree, Myriad Pro Light is the font

avatar

Anonymous

It's not a new font, it's just AppleGothic. Apparently they're using a different font now, though.

Log in to Mac|Life directly or log in using Facebook

Forgot your username or password?
Click here for help.

Login with Facebook
Log in using Facebook to share comments and articles easily with your Facebook feed.