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Apple rocks the rainbow. Again.

Created for this year's World Wide Developer Conference (WWDC 2012), the new logo design echoes other recent Apple experiments with its logo branding (opens in new tab) - and even harks back to its distant past when rainbow striping was in vogue.

The new logo design - which dominates the WWDC 2012 website (opens in new tab) splash page - is certainly a bold, colourful contrast to Apple's corporate colours, which are almost monolithic in their black, white and silver / grey uniformity.

Aple logo comparison from our sister website, Gizmodo UK

Apple logo comparison from our sister website, Gizmodo UK

It proves, if nothing else, that the company remains true to its roots - and still has a certain playfulness that belies the grown-up, sober image it normally likes to portray.

The new logo design - and the announcement of WWDC 2012 - follows hot on the heels of Apple's best ever Q2 financial results (opens in new tab), when it announced it $11.6bn in profits - up a staggering 94% for the same quarter last year.

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The Creative Bloq team is made up of a group of design fans, and has changed and evolved since Creative Bloq began back in 2012. The current website team consists of six full-time members of staff: Editor Kerrie Hughes, Deputy Editor Rosie Hilder, Deals Editor Beren Neale, Senior News Editor Daniel Piper, Digital Arts and Design Editor Ian Dean, and Staff Writer Amelia Bamsey, as well as a roster of freelancers from around the world. The 3D World and ImagineFX magazine teams also pitch in, ensuring that content from 3D World and ImagineFX is represented on Creative Bloq.