[iHEART] Moleskine, analog Icon for Apple


case history | Business

An Analog Icon for Apple

is the premier innovator in the digital world, creating technology for
computers, music and entertainment that inspire enormous loyalty among
its customers. In the analog world, Moleskine commands a level of
enthusiasm and respect among creative professionals, artists and
writers that is matched only by the likes of Macintosh computers and
iPods. So it’s no surprise that Apple turned to Moleskine in order to
create a customized Moleskine notebook for its 2007 Worldwide Store

Moleskine conceived a limited edition notebook as a
special gift for summit attendees, providing them with the ultimate
analog tool for recording their ideas during the summit. Apple
requested an elegant presentation for the design, given that the
legendary Apple is among the most recognizable corporate logos, with no
need for exaggeration.

From a wide range of possible
customizations, Apple went with the most subtle choice, requiring the
use of dry debossing to create a very minimalist, simple presentation,
but one that stuck with users due to the power of their message. The
Apple logo was debossed in the upper right-hand corner of the notebook,
while the company’s tag line—Small details. Big impact.—was debossed on
the bottom edge of the notebook.

A large graph paper notebook
was chosen, pared with a striking yellow classic Moleskine paper band.
Apple saw the classic paper band as adding value to the overall
presentation, making the notebook easily identifiable as an iconic

Moleskine produced the notebook in a very short period
of time, surprising Apple with its quick turnaround. Since this initial
cooperation Apple has become a steady client, relying on Moleskine to
help it bridge the digital and analog worlds


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