At first glance, the Apple logo is a deceptively simple, unassuming thing. And yet that logo—and all of the ways we use it—constitutes something every bit as valuable to our company as the products we sell. That “something” is our corporate identity. It’s something no other company has. It brings immediate credibility and worldwide recognition to everything it adorns. It’s one of the most powerful selling tools in recent history. Unfortunately, it’s also quite fragile. Easily compromised. And sometimes abused. Fortunately, Apple’s Creative Services team has made it their business to cleary define and strictly enforce our corporate identity. I urge you to follow their standards, and to rely on their expertise. There’s no gentle way to say it: If we aren’t careful in how we use Apple’s identity, we’re certain to lose it.I’m relying on you to help us preserve that identity. Take a few moments to study the guidelines described here. Keep this poster nearby for your reference. And please Never try ot bend the rules.These rules won’t bend. They’ll break.It’s important to me that they don’t.

- John Sculley, Sept 30, 1987