Apple's apple and the Renaissance tradition of the "Impressum"

The successful Apple's brand logo
has classical origins. 

"Impressum" is a Latin word that in English translates "symbol" or "image" but it is more than this. It was a Renaissance tradition that nobles selected a maxim that was meaningful of their princely personality - usually a riddle or a play-on-word and a scene and/or a symbol. This creation was called "Impressum". The Impressum is very similar to a coat of arms/emblem, also known as a "device". 


Beyond Apple's success, an apple with a bite (a play on word with "byte") as a brand logo, there is an intimate relationship with the classical cultural codes coming from Greek and Latin traditions and in use in the Renaissance period. Apple's apple in particular is a synthesis of an original 16th century "Impressum".  Indeed Apple's logo is considered as the most meaningful example of how classical arts and traditions still influence the modern world of marketing and advertising. An interesting book about this subject is "L'originale assente" (tr. "Hidden archetypes")  by Bruno Mondadori, 2005 (ISBN 9788842492993)  curated by Monica Centanni, with many photos of current brand products. 


Monica Centanni is also the online magazine coordinator of "Engramma" (tr. engram). This is where we can read a more specific analysis of Apple's logo in terms of a classical uninterrupted tradition that started in the Renaissance period and is still vivid in the world of marketing. 

The original logo of "Apple Computer Co."
as per the classical Renaissance tradition of the
"Impressum".

Not long ago in one of my posts, I mentioned the motto "Festina Lente" (tr. haste slowly) which was Cosimo I de' Medici's maxim. In Cosimo's "Impressum" the symbol was a turtle with an inflated sail. In the case of Apple's logo the original "Impressum" was a scene with Isaac Newton under an apple tree with the saying “Newton... A Mind Forever Voyaging Through Strange Seas of  Thought... Alone”. 

The most important book about the "Impressum" art was written in the 16th century and is called "Dialogo dell' Imprese Militari e Amorose" (tr. " Military and Love Shields' Dialogues")  by Paolo Giovio, Bulzoni Editore Roma, 1978. In 1551 Sir Paolo Giovio donated the first copy of his book to Cosimo I de' Medici. The book was dedicated to him. Long-life to Florence, long life to Italian Renaissance. 

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- Original Posts by Roberta Niccacci -

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