The apple logo succeeds in promoting brand identity. Its simple design and rounded shape has become known as a symbol that represents innovation and reliability. Since the logo is literally a depiction of an apple, it is unmistakably recognizable. The apple logo was originally created to laud Sir Isaac Newton and his theory of gravity (the apple falling from the tree). The simple logo represents a new age in technological advancement just as the apple represented an advancement of knowledge for Newton's time. The apple logo works because although it is simple in design it has important underlying themes dedicated towards the development of knowledge and technology.
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