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Idealab Chief Design Officer Tom Hughes on the creation of the Apple logos through the years, along with the company’s image.
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Do you think about -- think -- the apple logo right I mean we can all go back go ahead of Macintosh O ahead a new well maybe not that there weren't -- many people at the Newton but.
The man who helped Steve Jobs -- sign -- logo.
Joins us right now and a Fox Business exclusive his name is -- -- of these with the company out of Pasadena called ideal lab.
Which of course is exactly what it sounds like a playground meets a think tank.
-- that come up with ideas and they just get it done and they make it happen.
And I'd like to welcome you thank you so much for joining us Tom we appreciate you coming on Fox Business.
-- you're welcome thank you.
Reach back to the time where you first met Steve Jobs and how -- convince you to come on board as well.
Worldwide creative director and then we'll get to the logo in a minute.
Okay real quickly I had been working at -- Polaroid in Cambridge mass for six years.
Directly with doctor land.
-- founder and because of some of that design work apple motorists my work and invited me out for us.
An interview in 1982.
My first interview is with Steve Jobs and -- -- the marketing director for Macintosh.
Time after we chatted for a while they showed me -- Macintosh prototype.
And yeah.
We talked about my joining apple and I said you know Steve.
My biggest regret it Polaroid was not having been -- -- magical moment 670 introduction.
The what you have here is gonna change the world and if I have to pay you know look here.
I just wanna work with solo -- -- -- again.
It was a beginning of -- great -- from.
Let -- let's talk about that iconic apple logo how did that come about.
Well it the apple logo itself.
Which is if you're -- both the multi colored apple logo.
That was actually designed by designer is that the Regis McKenna PR agency.
The very first logo was an engraving of sir Isaac Newton right -- so my my identity contribution was more.
What came to be known as kind of Picasso.
Sort of drawing of the Macintosh.
And -- that lesson for quite awhile.
And the tagline of it that you came up with put Steve Jobs talk about that.
Well I had a great privilege of working closely with -- -- was Jewish timely calling Steve Hayden.
And -- Thomas.
-- LA office here.
And it in the course of one of the meetings with the agency.
I had suggested.
Who why don't we just say it's a computer for for the rest of us and -- teacher resonated and what's really nice cornerstone for.
For -- a lot of communications and and the personality and and the brand personality for -- for the product.
I can only imagine what it was like back in the early years and -- I guess they always say you don't realize it's the good old days until the good old days are over but.
The ideas coming forth won't do any anecdotes -- being with Steve Jobs back then where He just looked at him and said.
There's nobody else on the planet like this man.
I definitely.
Felt that I absolutely felt that -- interest saying is that oftentimes we would we -- I would reference doctor land.
Who was really known for.
You eat you know I I think maintaining do you an art in this business in -- one of doctor Lansing think quotes was.
That He felt -- was at the intersection of art and science.
And that it was something that really resonated with Steve.
And I I felt they didn't Steve's vision.
-- station apple led the business was creativity innovation and technology.
And probably.
More of that and -- of standard business.
You practice.
-- years and so.
It was exciting for me I think to to work with another visionary.
Who.
Really believed in innovation creativity.
Comet impact then obviously there were there were great ideas coming forth but there was also a lot of passion of the some people -- -- as He was.
Really too tough on people where they're moments where you would say Steve take it down a notch or did you did you sort of see that that sometimes.
True geniuses is packaged in something.
A little acerbic people talked about what a tough -- was.
Yes I agree I mean I saw first hand many times where his style.
It was difficult to work with I mean I I was in meetings were very polished.
You know professional people will be.
Breaking down in tears after.
We have been may be cut cut down by remark.
So.
You know there was outside of -- but on the other hand.
You know I -- I -- you and then Steve had a sense of urgency which might be hard to explain.
It's his vision and his intensity He was absolutely on a mission and I think that.
The clarity of his goal.
-- so with such that He could read people quickly.
And people that He He just didn't -- we're gonna national heat -- happy to -- by the wayside.
So that the people that he's surrounded himself with.
Great people like change suddenly Collins Steve Hayden from -- -- The frog designers -- -- Eslinger.
You know all those great people are I think He He couldn't have been a better better client for a better partner with.
Tom you're one of the few you've got lucky having been with -- I'd say she got lucky to working with you thank you so much for joining us today on Fox Business.
Thank you very much Susan privilege to be here thank you.
Any time Tom Hughes of -- -- lab putting together that first Macintosh logo and being in there in the early years with Steve Jobs technician.
