Rob Janoff

Creating a logo that’s both unique and memorable is a big challenge for designers. Research shows we aren’t as good at remembering logos as we think. Maybe it’s because most designs out there are overcomplicated. Or perhaps companies are rebranding too often. It might also come down to how our brains work—we tend to overlook unnecessary details. Regardless of the reason, logo designers have their work cut out for them.

August 27, 1999: Apple swaps out the striped, multicolored logo the company used since 1977 for a new single-color version. The evolution of the iconic Apple logo from rainbow to monochrome shocks many longtime fans. However, it is part of a sustained, company-wide overhaul led by Apple CEO Steve Jobs. The makeover includes new products, the “Think Different” ad campaign and, eventually, the removal of the word “Computer” from the company’s name.

It’s hard comprehending the road Apple took to create the iPhone XS. What started in a garage 42 years ago grew into a trillion dollar company. AdvertisementNow, you can own an iPhone XS that honors the tech giant’s spartan beginnings. Legend, the Finnish company gold-plating and embellishing iPhones for a wealthier clientele, this week introduced the Heritage, a 24K-gold iPhone XS that displays Apple’s original logos.