You look at some of the graphic logos Apple has used to convey the functions of certain other services in the past, (on iOS 6, for example), and you can probably see what we mean. The iCloud logo has always appeared to be a mash-up of several different ideas, none of which really focus on the service’s true purpose.
Granted, it’s hard to encapsulate all of what a cloud-based service actually “does,” with just a logo — and although Apple’s done a pretty remarkable job at solidifying iCloud’s brand image and purpose to its customers, iCloud’s visual representation just seems unfinished — not to mention skeuomorphic, with its dog tag-like metal backing.
With the introduction of iOS 7, however, Apple is recognising the need for iCloud’s overall brand image to change. Not majorly, you understand, but just enough for it to ‘fit in’ with the other “flat” logo representations which will come bundled with the new software once it goes live to the public, later this fall.
Head over to iCloud.com, today — and this is what you’ll see:
It’s visually striking – but it doesn’t really fit in with the flat, “textureless” feel of iOS 7. To remedy this, Apple has filed for the following new version of the iCloud logo (U.S Trademark Application No. 86003195), which loses the stainless steel plate for an overall cleaner look.
The filing was first published by the U.S Patent and Trademark Office, yesterday (June 10), and continues to show Apple’s sheer drive to have everything trademarked, patented, (and in order) for the software’s debut in just several weeks time.