In 1997, the slogan “think different” was created by Chiat/Day art director Craig Tanimoto as a means of brand image for Apple. Print advertisements and promotional posters featured iconic 20th century personalities, each ad, a portrait of a historic figure. A small Apple logo centered above the serifed font words “Think Different” occupied one corner of each ad. Six sets (29 total) of “Think Different” posters were created. Set 5 was never officially released.
SET1 ///// Amelia Earhart // Alfred Hitchcock // Pablo Picasso // Mahatma Gandhi // Thomas Edison
SET2///// Maria Callas // Martha Graham // Joan Baez // Ted Turner // 14th Dalai Lama (never officially released)
SET3 ///// Jim Henson // Miles Davis // Ansel Adams // Lucille Ball & Desi Arnaz // Bob Dylan (never officially released)
SET4 ///// Frank Sinatra // Richard Feynman // Jackie Robinson // Cesar Chavez
SET5 ///// Charlie Chaplin // Francis Ford Coppola // Orson Welles // Frank Capra // John Huston
EDUCATOR’S SET ///// Albert Einstein /Amelia Earhart /Miles Davis /Jim Henson /Jane Goodall /Mahatma Gandhi /John Lennon & Yoko Ono /Cesar Chavez /James Watson /Pablo Picasso
During a special event held on October 14, 1998 at the Flint Center in Cupertino California, a limited edition 11″ x 14″ softbound book was given to employees and affiliates of Apple Computer, Inc. to commemorate the first year of the ad campaign. The 50 page book contained a forward by Steve Jobs, the text of the original Think Different ad, and illustrations of many of the posters used in the campaign along with narratives describing each person.