If you follow Don Draper and the rest of the Mad Men on Madison Avenue, you might be forgiven for thinking the inspiration behind a memorable slogan or advertising campaign comes from a bottle of whisky and a packet of cigarettes
Of course life is never that simple. Take, for example, Apple’s false start with its corporate identity. The company’s first logo, designed in 1976, showed Isaac Newton sitting under a tree with an apple dangling above his head, waiting for gravity to happen. And the strapline that accompanied it was ”Newton… A Mind Forever Voyaging Through Strange Seas of Thought … Alone.” Would they really have become one of the most successful businesses on the planet if Steve Jobs hadn’t decided on a bit of a creative re-think?
