Think different. Poster (Rosa Parks bus, 36 x 24 inches, 1998)

“Think different” is 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 TV commercials, print/digital ads, and on product packaging.

The “Think different” advertising campaign was notable in that its original concept did not feature Apple products. The original version began with a “manifesto” that began famously with “Here’s to the crazy ones.” During the commercial, voiced by Richard Dreyfuss, black-and-white footage of iconic personalities served as visuals to accompany the voiceover. Personalities included Albert Einstein, Bob Dylan, Martin Luther King Jr., Thomas Edison, Muhammad Ali, Mahatma Gandhi, Amelia Earhart, Alfred Hitchcock, Jim Henson, Pablo Picasso, and others.

This poster is 36 x 24 inches (landscape) and features a black-and-white photo of Rosa Parks sitting on a bus, printed, appropriately, on the side of a bus. The only text on the poster is also printed on the side of the bus and features the classic multi-color Apple logo and the words “Think different.” printed in the Apple Garamond font. Small text in the lower-left corner reads “©1998 Apple Computer, Inc. All rights reserved. L03065A.”

Although the image depicted on the bus follows the black-and-white photo convention of the Think different series, the poster itself is printed in color. Incidentally, the name of the man in the original iconic photo of Rosa Parks is Nicholas C. Chriss, according to the New York Times. The original photo can be viewed in the Library of Congress digital archive.

Sources: Wikipedia, Forbes, New York Times, Library of Congress

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