Here’s a great video of Steve Jobs back in the day talking about how simple branding really needs to be.

Basically, he says, it all comes down to the core values. Defining them…and sticking with them.

This is at the point where the Think Different campaign was launched. Undoubtedly one of the most successful campaigns in modern history. And the genius behind it is — it did return Apple to their core values, which were demonstrated from the very beginning in the logo design by Jean Louis Gassée, an executive at Apple Computer from 1981 to 1990.

When asked about his thoughts on the Apple logo, Gassée said:

One of the deep mysteries to me is our logo, the symbol of lust and knowledge, bitten into, all crossed with the colors of the rainbow in the wrong order. You couldn’t dream of a more appropriate logo: lust, knowledge, hope, and anarchy.