Minimal new apple logo is bold and fruity

New USApple logo
(Image credit: U.S. Apple Association)

We were as surprised as anyone to learn this morning about the launch of a brand new apple logo and visual identity, especially one that's a radical departure from the previous version. But that's just what's been announced by the U.S. Apple Association this week, and this minimal redesign has left a pretty sweet taste in our mouths.

The U.S. Apple Association represents America's apple growers, apple associations and apple-related companies, and its previous logo design was a strong piece of work – a stylised red-and-green apple with stars-and-stripes detailing – but was looking a little dated.

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Jim McCauley

Jim McCauley is a writer, performer and cat-wrangler who started writing professionally way back in 1995 on PC Format magazine, and has been covering technology-related subjects ever since, whether it's hardware, software or videogames. A chance call in 2005 led to Jim taking charge of Computer Arts' website and developing an interest in the world of graphic design, and eventually led to a move over to the freshly-launched Creative Bloq in 2012. Jim now works as a freelance writer for sites including Creative Bloq, T3 and PetsRadar, specialising in design, technology, wellness and cats, while doing the occasional pantomime and street performance in Bath and designing posters for a local drama group on the side.