clog magazine, issue #2 apple image © clog
editors: kyle may (editor-in-chief), julia van den hout, jacob reidel, human wu & playlab (design) publisher: CLOG year: 2012 size: 150 pages, 21.5 cm x 14 cm ISBN: 978-0-9838204-2-0
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apple has been able to transform ‘modern’ into a brand. ‘transparency, abundant light, and polished metal…by claiming ownership over clean, contemporary aesthetics, apple dissuades other brands from employing such design for fear of seeming derivative.’ – michael abrahamson, p. 63
content CLOG is a magazine published 4 times a year that examines from multiple viewpoints and through a variety of means, a single subject particularly relevant to architecture. the second issue takes a look at the mega-brand apple.
the edition gives snapshots of designs that have made apple one of the most recognizable companies in the world. as a design focused company apple has been able to translate the essence of their products: material, space and form, into architectural fundamentals. the numerous succinct essays tell the story of its humble beginnings to its current state and loss of its iconic leader.
highlights include an examination of steve jobs’s eichler-designed childhood home, the evolution of apple’s store fronts; its leading role in innovative glass engineering; the symbolism and urban implications of the new cupertino headquarters in california; reactions to apple campus 2 by notable architects and critics; an interview with one of apple computer’s original three founders, ronald wayne; and ‘no comment’ responses from the company to CLOG editors.
is it for me? it was an interesting look at how a product can be transformed into a structural form. steve jobs’ clear vision of an object was able to reach levels of detail and precision in the grander scale. its a great read for those who want a road map about the inner workings and process of an international company.
diagrams by mac readers expressing their opinions about the new apple 2 campus p.78-79
‘close encounters in cupertino 2’ by klaus p.123
apple storefronts and interiors p.34
responses, re:apple p.146
clog magazine image © designboom
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designboom ratings: 
interesting good read, worth a look very good excellent, recommended must have _________________________________________________________________________________________
