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

T-shirt, To the crazy ones (off-white, L, c. 2000)

This T-shirt is off-white with short sleeves and has a slightly larger collar than a typical t-shirt, hinting at the mock-turtle-neck style. The front of the shirt is blank, and the left sleeve has a black Apple logo.

The back of the shirt is printed with the complete Think Different manifesto in the Apple Garamond font. Apple Garamond was used by Apple from approximately 1984 to 2003—notably as part of Apple’s iconic Think Different ad series that first appeared in 1997.

Apple’s “To the crazy ones” manifesto reads:

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 praise them, disagree with them, quote them,
disbelieve them, glorify them or vilify them.
About the only thing you can’t do is ignore them.

Because they change things.
They invent. They imagine. They heal.
They explore. They create. They inspire.
They push the human race forward.

Maybe they have to be crazy.
How else can you stare at an empty canvas and see a work of art?
Or sit in silence and hear a song that’s never been written?
Or gaze at a red planet and see a laboratory on wheels?

We make tools for these kinds of people.
While some 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.

The shirt was manufactured by Vistawear Classics. It is a size Large.

Sources: Wikipedia (Think Different, Apple typography)

1998: The Year of Thinking Different. book (1998)

With a foreword by Steve Jobs, the book “1998: The Year of Thinking Different.” features the Think different manifesto and two-page layouts of many of the Apple Geniuses (cultural icons) featured in the Think different series.

The book begins with the Think different “manifesto:”

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.

The book includes the following Apple Geniuses:

Albert Einstein
Mahatma Gandhi
Pablo Picasso
Alfred Hitchcock
Rosa Parks
Bob Dylan
Buzz Aldrin
Muhammad Ali
Thomas Edison
Martha Graham
Jim Henson
Maria Callas
Dalai Lama
Amelia Earhart
Ansel Adams
Joan Baez
Paul Rand
Miles Davis
Lucille Ball & Desi Arnaz
John Lennon & Yoko Ono

The final page of the book states, “This is a limited-edition publication to commemorate the first year of the ‘Think different’ series. It is not for sale or resale, and is only available to employees/affiliates of Apple Computer, Inc.”

The book is paperback, measures 11 x 14 inches, and is printed in black and white.

Source: Apple (this book)

Think different. educator poster set (11 x 17 inches, 2000)

“Think different” was the slogan used by Apple in advertising 1997–2002, and is still used in some circumstances as of 2021. 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.

This advertising campaign was notable in that its original concept did not feature any Apple products. The original version began 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.

During the commercial, voiced by Richard Dreyfuss, black-and-white footage of iconic personalities (Apple referred to them later as “Apple Geniuses”) served as visuals to accompany the voiceover of the manifesto. Personalities included Albert Einstein, Bob Dylan, Martin Luther King Jr., Thomas Edison, Muhammad Ali, Ted Turner, Mahatma Gandhi, Amelia Earhart, Alfred Hitchcock, Martha Graham, Jim Henson, Pablo Picasso, and others.

The print and digital ads also 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.”

In 2000 this Think different poster set was provided to school leaders. The posters were 11 x 17 inches and arrived in a white box printed with the “Here’s to the crazy ones” manifesto. Each box contained three packs of posters sealed in plastic of 10 posters each.

I have two of these education sets. The one pictured was shipped directly to a high school principal. One set has been removed from its shrink wrap, and two sets are still unopened. I have a second compete set still in shrink wrap and has no shipping label.

The set also includes three 8.5 x 11 sheets inside. One is a letter from Apple, and the other two sheets include a “key” naming each Think different portrait with an adjective and mini-biography of each person’s life. The set contains the following “Apple Geniuses:”

Albert Einstein: “Questioner”
Cesar Chavez: “Laborer”
Jane Goodall: “Observer”
Pablo Picasso: “Creator”
Amelia Earhart: “Aviator”
Miles Davis: “Improviser”
Jim Henson: “Muppeteer”
John Lennon & Yoko Ono: “Dreamers”
Dr. James Watson: “Code cracker”
Mahatma Gandhi: “Leader”

Sources: Wikipedia, Forbes, Apple (documentation included in this set)