How Apple tailored its iconic visual identity to captivate the Vietnamese market?
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How Apple tailored its iconic visual identity to captivate the Vietnamese market?

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QuickCase (~2 Min)
Curated by Brandcoat
Last updated on
May 18, 2024

Apple Inc. has been a titan in the field of personal technology since the launch of the Macintosh in 1984. Offering a range of iconic products, from the iPhone to the Apple TV, it ranks among the Big Five American technology companies, which also include Alphabet, Amazon, Meta Platforms, and Microsoft. Founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in 1976, Apple's journey has been marked by remarkable highs and lows. However, since the launch of the iPhone, iPod touch, and iPad in 2007, Apple's trajectory has been truly extraordinary.

Apple current main logo.

The globally recognized brand name and iconic logo serve as cornerstones of Apple's remarkable visual identity. Drawn to its simplicity and approachability, Steve Jobs selected the name 'Apple' after a visit to an apple orchard. Also, the evolution of Apple's logo underlines the company's unwavering dedication to simplicity and modern aesthetics. The current logo, a solid black apple, showcases a brand embodying luxury and sophistication. This logo, perfectly aligned with Apple's design philosophy and product lineup, encapsulates the brand's commitment to design excellence and innovation, marking key stages in Apple's history.

About Apple's visual identity and logo.

The evolution of Apple's logo.
The evolution of Apple's logo.

In Vietnam, Apple products have been prevalent for years, supported by a network of licensed vendors and robust local assembly lines for export. The retail landscape is diverse, ranging from premium Apple stores like TopZone by Mobile World, authorized outlets such as F-Studio and ShopDunk, to a growing number of stores and brands selling Apple products. In 2023, CEO Tim Cook pinpointed emerging markets as potential growth accelerators for Apple, attracted by their youthful demographics and comparatively low iPhone saturation. Recognizing the flourishing market in Vietnam as a prime opportunity for expansion, Apple launched its online store in May 2023, marking a significant milestone. This online platform allows Vietnamese customers to directly purchase and personalize their Apple products. While Apple hasn't yet announced plans to open physical stores in Vietnam, the introduction of an online store often foreshadows the establishment of physical retail outlets in the near future.

Apple Vietnam customized logo animation for market entry campaign.

During the launch of their new official online store in Vietnam, Apple took an innovative turn by adding a unique twist to their logo. In an effort to resonate with the local audience, they customized their logo to feature the red and yellow colors of the Vietnamese national flag. This bold move was aimed at capturing attention in this emerging market. However, some might contend that the logo color alteration doesn't align with Apple's signature sleek and modern aesthetic, typically admired by the younger demographic. The ultimate verdict, though, rests with the response of the Vietnamese market.

Also, we've noticed an interesting adaptation in Apple's strategy for localizing their brand in the Vietnamese market. They have modified their system's typeface, SF Pro, which originally supported the Vietnamese language. The intriguing difference in this customized version is the clever fusion of the leaf from the Apple logo with the Vietnamese text diacritics. Diacritics are small marks that appear above or below glyphs to modify pronunciation, and they are a significant part of the Vietnamese language. It's particularly fascinating to see how the Vietnamese text harmoniously blends with the elements of the Apple logo. This ingenious strategy of a customized logo and typeface underscores Apple's commitment to respecting and celebrating local cultures.

The Apple logo's leaf was effectively incorporated into Vietnamese diacritics.

This tactic of adapting its logo for significant events and initiatives is not a new strategy for Apple. This approach has been demonstrated on various occasions in the past. For instance, in April 2023, Apple customized its logo to celebrate the opening of its first official store in India. Additionally, the company turned its store logos red in 2018 to express support for World AIDS Day. Such alterations not only reflect the company's ability to connect with local cultures and global causes but also exhibit Apple's commitment to corporate social responsibility and its innovative marketing strategies.

Examples of Apple's strategy of changing its logo for major events and activities.

As Apple continues to deepen its footprint in the Vietnamese market, we will keep a close watch on its localization strategies and their impact. The upcoming weeks promise exciting developments as Apple navigates this dynamic landscape, bringing its innovative products and services to more and more Vietnamese consumers. Stay tuned for more updates on this exciting journey.

Apple brand assets and applications
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Brand Portfolio and Hierarchy
Apple's visual identity and design awards
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Brand name
Apple Vietnam
Founded year
Vietnam Market Entry
Origin country
United States
Project context
Release date
May 2023
Signature color

Related links

Apple Vietnam

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