Rebrand of Apple Corps (the music label) aims to explore potentials of bringing new energies that is relevant to the present, while preserving the core values of of the company and its free-spirited, independent nature. Like John Lennon said: “We hope to make a thing that’s free, where people can just come and do and record and not have to ask .”
Choice of calligraphic logo and naive san serif typeface were chosen to pair with bright, bold colors to express the idea of keeping relationship of the past and the present.