Tag: Garamond

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Think different Denim Jacket (black, XXL, c. 1998)

“Think different” was the slogan used by Apple in advertising 1997–2002, and is still used in some circumstances as of 2024. The “Think different” concept was created by advertising agency TBWA\Chiat\Day while working with Apple and Steve Jobs. “Think different” was used in its original concept in a TV commercial and in print/digital advertisements, and the “Think different” slogan was used as part of many TV commercials, print/digital ads, and on product packaging.

The Think different concept started with a “manifesto” that began famously with “Here’s to the crazy ones.”

Here’s to the crazy ones.
The misfits.
The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
They’re not fond of rules.
And they have no respect for the status quo.
You can quote them, disagree with them,
glorify or vilify them.
About the only thing you can’t do is ignore them.
Because they change things.
They push the human race forward.
While some may see them as the crazy ones,
we see genius.
Because the people who are crazy enough to think
they can change the world, are the ones who do.
Think different.

Apple’s print and digital “Think different” ads did not feature Apple devices, just the Apple logo and the words “Think different.” One of the creative team who worked on the campaign described the print concept: “The rainbow-colored logo served as stark contrast to the black and white photography, and, to me, it seemed to make the ‘Think different’ statement all the more bold.”

This black denim jacket was made by Canadian manufacturer International Denim. The style has been described in other sources as a “varsity” style jacket. Its main body is made from high-quality black denim, with the cuffs and bottom band made from black rib knit elastic fabric.

Overall, the jacket is in excellent condition. The back of the jacket is embroidered in white with the words “Think different.” in Apple’s Garamond logotype that was used in the Think Different ad campaign. Apple’s classic six-color logo is embroidered and centered above the logotype.

The tag on the inside of the jacket includes the following information:

ID Sport by International Denim
100% Cotton
Made in Canada
CA05976 RN42206

Sources: Wikipedia, Forbes

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Envelopes (white, triangle flap, c. 2000)

This set of white envelopes measures 6.5 inches x 4.75 inches. The envelope flap is triangular, and the return address printed across the flap reads:

Apple, 1 Infinite Loop, Cupertino, CA 95014-2084

The return address is printed in Apple Garamond, Apple’s corporate font used between 1984 and approximately 2003.

The address is the former corporate headquarters of Apple used between 1993 and 2017. In April 2017, Apple moved their main campus to Apple Park.

Source: Wikipedia (fonts, campus)

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CD-ROM discs booklet (1996)

This CD booklet has a bright red cover and is titled “CD-ROM discs” in the Apple Garamond font used between 1984–2003. The cover includes a badge-style graphic that declares “Great Value!” and “Apple #1 Computer Used in Schools.”

This booklet is made from clear vinyl and measures 7.5 x 9.25 inches. The front and back flap have internal pockets that hold paperwork such as software licenses, and the three inside pages can hold 2 CDs each.

The CD-ROMs contained in the booklet are all video games and include:

  • Bungie (the company that would eventually create the Halo video game, 1996)
  • Wing Commander 3 (4 CDs, 1995)
  • Flight Unlimited, Special Edition (1996)
  • Panzer General (1996)
  • EntoMorph: Plague of the Darkfall (1995)
  • Diamonds 3D (1995)

Source: Apple, Wikipedia

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Apple product poster (July 1993)

This fold-out poster is from July 1993 and lists product names and feature grids of every Apple product available at the time. Its headline reads “Everything you need to know about Apple products” in Apple Garamond, Apple’s corporate font used between 1984 and 2003. Folded, the poster measures 8.5 x 11 inches—but it unfolds into 16 panels to reveal a 34-inch wide x 44-inch long poster (nearly 3 x 4 feet).

The poster is printed on one side and includes the following product categories:

  • Macintosh Computers (25 options)
  • PowerBook Computers (11 options)
  • Displays (9 options)
  • Printers (12 options)
  • Networking
  • Peripherals

The list of devices offered included separate devices with different names and configurations—creating a dizzying array of options for consumers.

I was able to unfold this poster, perhaps for the first time, carefully enough to provide a photo from above that offers high enough resolution to read most of the grids.

The poster is printed on heavy white paper (yellowing slightly with age), primarily with black ink and dark green accents.

Source: Apple

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Apple Garamond T-shirt (black, multicolor logotype, 2XL, 2022)

This Apple Park T-shirt is black with the Apple logotype in five of six original Apple logo colors. “Apple Garamond” refers to Apple’s corporate font used between 1984 and 2003.

A T-shirt with a similar design is featured on page 57 of the Spring 1993 Starting Line: Apple Marketing Communications Catalog. Its description reads:

Black Apple T-shirt
Modeled after the sweatshirt John Scully wears on the cover of his book Odyssey: From Pepsi to Apple, this black Apple T-shirt is 100% preshrunk cotton with a five-color Apple name. Adult sizes S–XXL. APL166

This shirt was purchased at the Apple Visitor Center Apple Store at Apple Park. The shirt is a size 2XL, unopened in its original box. The white box is printed with a white Apple logo and measures 195mm x 195mm x 35mm.

Source: Apple

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Lanyard (black, red, white logotype, c. 1990)

This lanyard is black with a red wooden bead accent. Its style appears to place it in the 1990s. This lanyard was acquired from the estate of a former Apple Education employee and was likely used in the 1990s at education events.

The cord of the lanyard features a white Apple logotype in Apple Garamond, Apple’s corporate font used between 1984 and 2003. The manufacturer is shown on a white tag printed with he name KOOCHY gear.

I have found similarly designed items by this manufacturer on eBay branded with other company logos. Although the company is no longer active, it now appears to be associated with the company PROMOVISION, specializing in custom lanyards.

I also have a similar version of this lanyard in my collection without the manufacturer tag.

Source: PROMOVISION