Apple

Identity Guidelines
March 2013

The Apple identity is a seal of approval and a promise of

area of business or expertise, you also represent Apple. By
Apple identity and contribute to its strength.
Apple requirements
The Apple channel signatures and graphics described in these guidelines are for use

March 2013

Contents

Apple Sales Web

5 Apple Sales Web
Using Apple Channel Signatures

33 Naming and Identity Practices

35 Store Exterior, Higher Facade
36 Store Exterior, Signature Selection
and Placement

11 Typography
13 Displaying Multiple Apple

40 Store Exterior, Sign Illumination

41 Store Exterior, Nonconforming Signs
43 Store Interior, Fixture Design and
Materials

on Headers
(continued)
18 Email Signatures
19 Social Media
21
22
23
24

Vehicles
Merchandise Items
Shirts
Stationery

Signage
Signature
49 Store Interior, Signs
51 Store Interior, Banners

Using Apple Assets

56 For More Information
Product Photos

March 2013

Using Apple Assets

Apple
Sales Web

March 2013

Apple Sales Web

March 2013

Using Apple
Channel Signatures

March 2013

Apple Channel Signatures

signs, stationery, and other communications as long as the relationship to Apple is not
business or store identity and placed in a layout position that is secondary to that

It is preferred that you use only one Apple signature on each page or surface of a com-

lines in

One-line signature

March 2013

pages 3251

One-line signature
In the one-line signature, both the type
and the Apple logo are clearly legible

March 2013

Signature Color

by Apple and may appear on some channel

March 2013

Minimum Clear Space and Minimum Size

Minimum size

For all Apple channel signatures, the minimum

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10

Typography

MacBook Pro

MacBook Pro

Reseller Headline
Subhead

Reseller Headline
Subhead

Reseller
Name
Do not imitate the typographic style of

a stronger customer experience and helps

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11

Avoid Signature Mistakes

Do not rotate or animate an Apple channel signature or make any of its elements

Do not use the Apple logo alone in channel

not place a registered trademark symbol next

Do not link an Apple channel signature to your

companys identity by placing it in a shape or

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12

Displaying Multiple Apple Authorizations

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13

Avoid Mistakes When Displaying Multiple

Apple Authorizations

Do not stack multiple signatures and do not

Do not combine a one-line signature logotype

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14

Using the Apple Channel Signature

on Headers

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15

Avoid Header Mistakes

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16

Reseller Websites

see Typography on page 11

see
Signature on Headers on page 15

Do not use an Apple

Headers on page 15

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17

Email Signatures

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18

Social Media

Social media is any form of communication that is built on group participation, comment-

Do not post Apple product assets or Apple product photos to social media sites, and

Store photo
An Apple channel signature can appear on

Do not include an Apple channel signature

Do not post Apple product photos to social

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19

Advertising

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20

Vehicles

40 mm min
80 mm max

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21

Merchandise Items

The Apple channel signature must be accompanied by the reseller identity on any mer-

The Apple channel signature must be

accompanied by the reseller identity on any

page 10

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22

Shirts

standards in

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23

Stationery

is that the Apple channel signature can be no more than one-half the height of your
store identity and no less than the

Business card

Letterhead

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24

Individuals

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25

communications directly representing that

on page 13

Email
At the end of an email, refer to your Apple

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26

Using Apple Assets

Using Apple
Assets

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27

Using Apple Assets

For complete information on using Apple product assets, refer to the product asset kits

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28

Refresh Apple Assets

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29

Avoid Mistakes When Using Apple

Product Photos

Do not place type or graphics on an Apple

Do not place Apple product photos on a busy,

Violators

Multiple photos
When multiple photos accompany product

placed beside a product image or in the text

background to make it easier for customers to

and promote your app separately from Apple

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30

Reseller Store
Identity

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31

Reseller Store Identity

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32

Naming and Identity Practices

store names and company names cannot contain the names Apple,
Mac, iPad, iPhone, iPod, Pod,
liate locatio

Apple

Camp

Apple

Genius

Mac

Genius

One to One
Personal Shopping

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33

Store Exterior,
Apple Channel Signature

High
facade:
200
mm
High
facade:
200
mm
High
facade: 200 mm
Low
facade:
100
mm
Low
facade:
100
mm
Low
facade: 100 mm

Size
On store facades, use the signature at one of

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34

Store Exterior,
Higher Facade
Materials

Place one signature o

signatures o

Display the

channel signature in only on

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35

Store Exterior,
Signature Selection and Placement

the reseller identity and the Apple channel

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36

Store Exterior,
Avoid Facade Mistakes

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37

Store Exterior,
Lower Facade

in height

store facade:

If other brands are also displayed, place the Apple channel signature near the other

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38

Store Exterior,
Window Cling

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39

Store Exterior,
Sign Illumination
The Apple channel signature can be internally illuminated if it is part of a facade that

Night
The signature can be illuminated only if the

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40

Store Exterior,
Nonconforming Signs

a nonconforming sign solution:

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41

Store Exterior,
Window Displays

instructions in the Apple product asset kits

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42

Store Interior,
Fixture Design and Materials

Staircases in glass or transparent material

Materials

Acrylic solid surface

matching DuPont

Stainless steel

Color

Acrylic solid surface

matching DuPont

Acrylic solid surface

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43

Store Interior,
Avoid Fixture Mistakes

Flooring

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44

Store Interior,
Avoid Fixture Mistakes (continued)

Parsons table in natural maple

Product table in natural maple

steel and maple

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45

Store Interior,
Communications

Store posters
-

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46

Store Interior,
Multi-brand Concessions Signage

Store Interior,

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47

Store Interior,
Multi-brand Concessions Signature

Do not use this signature in a single-brand space or a space that is

The minimum clear space around the signature

or architectural elements to enter the minimum

Signage on page 47

brand concessions on any other reseller

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48

Store Interior,
Signs

Apple

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49

Store Interior,
Avoid Sign Mistakes

Do not place the Apple channel signature alone

-

Do not place the Apple channel signature on

Do not place the Apple channel signature on

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50

Store Interior,
Banners
For temporary promotions such as product launches, banners can be used to display a

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51

Apple Trademarks
and Credit Lines

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52

Using Apple Trademarks

Apple requirements
Apple channel signatures as described in these guidelines cannot be used in any manner

set touch

iPhone, iPad, or iPod,

i and an uppercase P
t
iPhone, iPad, or iPod

iPhone, iPad, or iPod

iPod touch,
i
Mac in all capital

Do not translate portions of the trademark, such as pad

iPad

Using the name Apple

Apple

Apple

name Apple

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53

Trademark Symbols and Credit Lines

(, SM
App StoreSM
iPad
iPhone

iPod touch
iTunes
Mac

In all regions, include credit lines in all communications, listing only the Apple trademarks

Apple, the Apple logo, Mac, MacBook Air, and MacBook Pro are trademarks of

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54

For More
Information

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55

For More Information

tions, go to Apple Sales Web (ASW) at

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56