Apple review

(They were so successful in giving Apple a Beatles feel that Apple Corps, the company that owned the rights to the Beatles music, sued the Cupertino, California, company for trademark infringement. The two sides had a long-running legal tussle, but ultimately reached a settlement in 2007 and in 2012 sorted out ownership of the logo.) Mok became co-manager of Apple Creative Services in 1985 and served as creative director for corporate and the education market. He's one of the people responsible for the iconic imagery of Apple in its marketing and packaging, including the squiggly line drawings gracing early Mac promotional materials. But one aspect of the Mac, that squiggly line design, didn't feel as much like The Beatles to Mok as it felt like Joni Mitchell. Jobs wanted to mimic the logo for the now-defunct Ciao Restaurant in San Francisco's Financial District. "I tried but couldn't for the life of me put it together," Mok recalled. Apple ended up hiring the man who created the Ciao logo in the first place, John Casado. What came from the team is what's known as the Macintosh Picasso logo. Some branding elements from the first Mac live on today, including the minimalist white packaging used for Apple's devices.