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| B R A N D I N G E L E M E N T S | ||||
Each page should contain elements that identify and unify the site. |
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Apple.com utilizes a strong graphic header system. The texture and colors are recognizable as Apple, and identify each page
as being part of the site. Containing the global navigation, the "tabs" are color coded to each section to create an effective visual system.
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| G R I D | ||||
The grid system used for page layout should be flexible but consistent. |
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Apple's pages use a consistent grid for page layout. The three column system is rigid in it's width and usage,
yet flexible enough to allow for various image and content needs. Each page is unique, yet unified with the rest of the site.
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| T Y P O G R A P H Y | ||||
A typographic system should be used consistently. |
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Apple uses a distinctive typographic system consistently across all collateral material. By limiting font
usage to a primary and secondary face, and font color to black, gray, and red, apple can allow flexibility in scale and still maintain visual consistency.
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| C O L O R P A L E T T E | ||||
An appropriate, consistent color palette or system should be used throughout. |
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The limited overall palette of the Apple site makes the color-coding of each section with translucent jewel-tones particularly effective.
This system provides the user with visual cues as to their location within the site.
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| I M A G E R Y | ||||
Imagery should be consistent in style and presentation. |
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Imagery on the site is also distinctively Apple. The silhouetted "product as hero" images are consistent across all of
Apple's communications, from TV ads, to print, to packaging, to the Web.
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