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Rare early print samples of original Apple Computer business cards for Steve Jobs as chairman of the board and John Sculley as president and CEO, both featuring the company's colorful rainbow logo. The Jobs card, 3.25 x 1.75, reads: "Steven P. Jobs, Chairman of the Board, Apple Computer, Inc., 20525 Mariani Avenue, MS: 3K, Cupertino, California 95014, 408 973-2121 or 996-1010." The Sculley card, 3.5 x 2, reads: “John Sculley, President and Chief Executive Officer,” with the same address and contact information. These cards date to circa 1985, two years into Sculley’s role as CEO, and the same year Jobs resigned from Apple. In 1985 Apple overhauled the company’s graphics standards, opting for a new look inspired by the Macintosh graphics — a white background and the ITC Garamond typeface. The consignor notes that Jobs reviewed the print proof of his card and questioned the kerning of the address on his card.
Also included is a rare original Apple Computer, Inc. ‘Corporate Identity Guidelines’ manual from 1985, housed in its original three-ring binder, 8.5 x 11.75, with Apple ‘rainbow’ logo and “Corporate Identity Guidelines” printed on the front cover and spine. This manual was distributed to Apple employees to ensure a unified brand identity by defining key elements like logo usage, color schemes, and typography. The manual contains the following sections (and subsections): Logo (Introduction, Color Standards, Three-color Process, Background Colors, Color Variations, Reversed to White, Staging), Trademarks (Legal Guidelines), Logotypes (Corporate Logotype, Product Logotypes), Signatures (Legal Signature, International Signature, Authorized Dealer), Type Styles (Primary Type Style, Secondary Type Style), Stationery (Business Cards, Letterhead, Envelopes), Grids (Introduction, Layouts for U.S.A., Layouts for International), Signage (Interior, Exterior), Vehicle (Graphic Guidelines), Color Matching (Logo Colors, Logo Color Intensity, Apple Gray, Apple Red), and Reproduction Art.
Of considerable interest is the Logo section, touted as “the primary link and support for all elements and expressions of Apple’s Corporate Identity Program,” Apple’s type style in variations of ITC Garamond and Helvetica, the precise design dimensions for its iconic stationery, and its Color Matching section containing 25 pages with perforated “color swatches that can be removed and sent with mechanical reproduction art as a visual color match reference.” The consignor notes that each copy of this graphics manual costs close to $200 to print in 1985 dollars (almost $600 in 2024). Vendors were given the manual to match the exacting standards that the manual provided. These manuals were given out sparingly to frequently contracted Apple vendors only, with only around 500 copies produced at a time. In overall fine condition.
Accompanied by a copy of the front cover of BusinessWeek from 1984, which shows Jobs and Sculley side by side; numerous unused Apple Computer peel-off note labels; and a white medium-sized Apple Computer polo shirt with the company’s iconic rainbow logo present to the left chest, and the inner collar and tag stamped with the consignor’s initials.
From the Clement Mok Collection.
