From the course: Universal Principles of Design
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Progressive subtraction
- [Jill] Hi, I'm Jill Butler and this is Universal Principles of Design. In this movie, Progressive Subtraction or why pruning is the path to great design. In the pre-startup days of Apple, Steve Jobs and Steve Wozniak where brainstorming names for their new personal computer company. When Jobs proposed the name of Apple, Woz reputedly laughed out loud declaring, "It's a computer company, not a fruit store," but as they discussed it, the name started to stick, and so the third lesser known co-founder, Ronald Wayne, set about working up their launch logo. In 1976 in what would become known as the Newton Crest logo, Wayne delivered a complex illustration of Isaac Newton reading a book under an apple tree with the historic gravity-revealing apple poised to drop upon his head. Inscribed in the border are the words Newton, a mind forever voyaging through strange seas of thought alone. As logos go, it's a lot. The next iteration of the logo came just one year later. Jobs hired the designer…
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