Today I was on my way to South Philadelphia and while I waiting for the Broad St. line, I noticed an ad that looked like an Apple ad. Typically Apple ads have no text just the Apple logo. Usually the background is white as well. This ad had a similar composition but those design identity details were missing so I looked more closely. The logo was not Apple’s, but Microsoft.
I was angry. Like I was actually angry. How original. Branding is so powerful. Branding is what makes you, you. Copying another company’s identity is just plain wrong.
I happened to have been with two other graphic designers when I spotted this and we all freaked out. No one else probably noticed this advertising tactic. No one else probably cared. But it truly bothered us. What happened to originality? What happened to creativity? Someone was probably paid a lot of money to think of the idea of copying Apple. How creative.
My friends and I are in school now doing what we love. We enjoy coming up with concepts. We love to design. We want challenges such as rebranding a company as big as Microsoft. But instead of taking the time to rebrand themselves, Microsoft just copied.
I understand the thought process. Apple is getting all of the business, so in order to get more business, we must be like Apple. No, Apple did something different that consumers liked. Come up with an idea that is more impressive and will be more universal than things like the iPhone and Macs and maybe you will get the business back.
I love Apple’s minimalistic graphic identity. I can see their ads and even though there is absolutely no text, I still know it’s Apple. It’s all about the brand.
For example, people could care less about the material Burberry uses for their raincoats. Consumers want the Burberry raincoat because it is Burberry. It’s the brand.
If Microsoft took the time to focus on their brand instead of trying to steal someone else’s, maybe they could get business back.
Be you. You are the only you.