Tuesday, February 18, 2014

Cachet Ole’ – Have you got it?

I was watching CNBC’s “morning bell” while I had my first cup of coffee. They were discussing “Apple’s” slide and whether it was still a good investment. The answer was “yes,” because Steve Job’s and Apple have “cachet!”

In other words, Apple continues to have street cred; their past performance and standing ushered in a new era of distinct technology that still has clout even though Steve Job’s is no longer a part of the company.

Every business, every entrepreneur strives for that same kind of recognition. They compete and develop a style they hope will distinguish them from the rest. The familiar apple with the bite/(byte) out of it certainly became a memorable staple in our economy. But this was not Apple’s first logo.

According to the article “From the Evolution and History of the Apple Logo: “The original logo depicted Isaac Newton sitting under a tree, an apple dangling precipitously above his head. The phrase on the outside border reads, “Newton… A Mind Forever Voyaging Through Strange Seas of Thought … Alone.”

“The multi-colored Apple logo was in use for 22 years before it was axed by Steve Jobs less than a year after his return to Apple in 1997. In its place was a new logo that did away with the colorful stripes and replaced it with a more modern monochromatic look that has taken on a variety of sizes and colors over the past few years. The overall shape of the logo, however, remains unchanged from its original inception 33 years ago.”

The plain monochrome logo was sophisticated and looked more classy than trendy on the laptops and I-pads. The new logo stuck and has been in use since 1998.

I use two of my most popular paintings as logos. Other artists have unusual signatures that are designs unto themselves which they use to sign their paintings. 

Recognition is a slow upward climb. Staying power, clout, and cachet are built over time and must be earned.