Download - iLounge

The Free iPod + iPhone Book 4
iDESIGN
h On Brand Consistency
“We base our designs on the current look and feel of the iPod,” explained Read, “but add an XtremeMac
element. In late 2005, Apple was only selling black and white iPods, thus the ‘Yin-Yang’ based product
designs we had at that time.” “My background is in advertising design and visual communications,” Hoffman
added, “which often focuses on corporate identity and branding. The goals are pretty much the same for
all of those elements. You always want to stand apart from the competition while offering clear, consistent
and effective brand communication. We do our best to achieve that. It doesn’t always work out perfectly,
but if you’re consistent with the corporate brand, imagery and message, you’re on your way.”
fl The Yin-Yang Stereo System, as Inspiration
According to Read, CEO Gary Bart “drew a rectangular block on
the board just to represent that we need a speaker category and
for some reason this triggered an idea in my mind. Somehow that
rectangle turned into my design for the original Tango. The funny
part about this product is that the first design is the one we stuck
with; we normally go through many phases of designing before
we get to the final look. Tango is where I originally came up with
the ‘Yin-Yang’ design, which is what inspired the 2005 product line.”
i On Apple TV + the XtremeHD Accessory Series
“We knew exactly what Apple TV was going to look like since
it was announced before it shipped,” Read hold us. “Basically,
Darren and I looked at Apple TV and came up with a line that
complemented its colors and style, based on what Apple had
announced to the world; Apple liked what it saw and put them
in retail stores with Apple TV.”
57