Jony Ives’ Latest

The new font looks OK, IMHO. But Jony Ives’ first project from LoveFrom reminds me of the absolutely horrific original design for Apple’s logo that was vetoed, which Ives was never involved in:

For the record, the logo that you think is horrific (there’s no accounting for taste) was the company’s logo when it was founded. It wasn’t until at least a year later until it was replaced with the familiar fruit-shaped design.

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