苹果公司品牌系统指导手册（英文）

Apple Computer Logo, Signature, and Typeface Standards Why standards? You're responsible for how people see Apple. Most people see Apple in a positive light. That's no accident. And it demands our ongoing attention. The positive associations surrounding Apple grow out of our products, our values, and our commu-nications. Simple, clear communications are an essential pan of the promise of the company. They are essential to confirming the difference between Apple and its competitors. The Apple logo, signature, and typeface are three of the most important tools we have for identifying the company. Their consistent use is important to building clear communications. The purpose of this booklet is to provide guidelines that help you and everyone else at Apple use the Apple logo, signature, and typeface in a consistent manner. DefInition of elements Apple relies on the consistent use of a few simple elements to identify itself. Here's what we call those elements: • Apple logo-the primary symbol of our company, our products, and our services. • Apple logotypes-the specially designed versions of the words 'Apple;' 'Apple Computer," and other official names for the company. • Apple Signatures-the combination of an Apple logo and an Apple logotype. • Typefaces-Type families and the manner in which they are used in Apple communications. • Apple colors-the colors of the Apple logo. • White space-the space that's an integral part of the Apple look. 4 Apple signature-see pages 22- 23 [ -Apple logo-see pages 6-7 Apple Computer -Apple logotype-see pages 16-17 Typefaces Apple Garamond- see pages 30- 31 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica-see pages 34-35 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Apple colors-see pages 6-7 Apple Green Apple Apple Apple Yellow Orange Red White space-see pages 14- 15 Logo, Signature, and Typeface Standards, May 1993 Do not use this sheet to match colors after May 1994. 5 Apple Apple Purple Blue Apple logo The Apple logo Use the electronic or photographic artwork provided with these standards every time you reproduce the Apple logo. Do not alter the logo in any way. Use only the colors shown here. Do not substitute colors or rearrange the order of the colors. Do not use the spectrum colors as a "rainbow" design in any other graphics. They are reserved for use on the Apple logo. Always check the color of the Apple spectrum logo when printing it. Match the printed logo to the color swatches provided. You'll need to adjust the color to create a more accurate match depending on the paper stocks you use. The minimum size for the logo is 7 mm. Do not use an Apple logo smaller than this size. Never use both the spectrum logo and the one-color logo in the same piece. Only one Apple logo should be us~d on anyone surface of your layout. 6 Apple Green; use Pantone* 368. ,--- Apple Yellow; use Pantone* 123. --- Apple Orange; use Pantone* 165. Apple Red; use Pantone* 186. Apple Purple; use Pantone* 253. Apple