# Apple — Brand Spec ## 01 Brand Overview Apple designs premium consumer technology where the product is the hero and the interface disappears. The brand positions itself at the intersection of craft, simplicity, and aspiration — every surface is engineered to feel effortless. Visual identity is defined by generous negative space, high-contrast product photography, and near-zero ornamentation. ## 02 Color Palette ``` - name: canvas role: bg hex: #ffffff ``` ``` - name: ink role: subject hex: #333336 ``` ``` - name: primary role: accent hex: #0071e3 ``` ``` - name: secondary role: highlight hex: #0066cc ``` ``` - name: link role: surface hex: #2997ff ``` ## 03 Typography - Primary (display): `'SF Pro Display', -apple-system, 'Helvetica Neue', sans-serif — headlines and product names, tight tracking, semibold weights.` - Secondary (body): `'SF Pro Text', -apple-system, 'Helvetica Neue', sans-serif — running prose, captions, availability lines.` - Mono (metadata): `'SF Mono', ui-monospace, 'Menlo', monospace — spec numerics, pricing, footnote references.` ## 04 Voice ### Values "Technology at its best when it disappears — powerful, personal, and effortless to use." ### Aesthetic Monochromatic precision, editorial restraint, high-contrast product focus, cinematic negative space, minimalist clarity ### Tone of Voice Confident, concise, warm, aspirational ## 08 Imagery - Studio product photography as hero: single device, dramatic lighting, seamless white or black seamless background. - Editorial lifestyle for services (Apple TV+, AirPods) — cinematic, human, saturated stills used as tile backgrounds. - Reflections and subtle floor shadows under floating hardware; no clutter or props. - Avoid stock-photo staging, busy environments, or heavy post-processing filters. ## 13 Products - Mac (product) - iPad (product) - iPhone: iPhone Duo (product)  - Apple Watch: Apple Watch Series 12 (product)  - AirPods: AirPods 5 (product)  - Apple Vision Pro (product) - Accessories (product) ## 14 Rules - Retail and environments: the brand lives in the architecture — floor-to-ceiling glass, stone, timber and brushed steel. Brand presence is on the glass itself: a small backlit or etched Apple logo on the glazing, launch graphics applied to or behind the glass. - Never put signage on the building exterior: no facade-mounted signs, channel letters, blade signs, or logo lightboxes above the entrance. - Never put product images, screens or launch graphics on the facade or the upper part of the storefront — products are shown inside, on the tables, visible through the glass. - No sidewalk A-frames, banners, posters stuck to walls, or menu-board style product lists. - Store interiors: long light-oak tables, open space, soft even light; the architecture is the display.