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Design Category
Promotional design and advertising, 1999
Design firm
marchFIRST (San Francisco, California)
Collection
(2000) AIGA 365: 21
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When Apple followed up the success of the iMac with the introduction of five different colors, we were faced with the problem of launching it to the world. In the effort to simplify Apple’s communications globally, we created a signature shot that could be used for everything from print to packaging to the Web. The flower composition was the most unique and obvious way to show all five colors in one image. When it came to a tagline to express the luscious new colors, the natural choice was “Yum.”