At the time of his initial meeting with Steve Jobs in early 1977, Apple Computer was still very much in its infancy, having been incorporated for less than a year. Apple's offices were in a local strip mall, and consisted of just the three partners – Steve Jobs, Steve Wozniak and Mike Markkula.

The initial identity development was to coincide with the introduction of the brand's first personal computer, the Apple II. The entire design process with the upstart client only took about two weeks. After the agency's initial meeting, Janoff went to work developing the Apple icon based on his examination of physical cross-sections of real apples. A single design illustration was then created of a "rainbow-striped" apple.

The design with its multi-colored stripes was promptly approved for production by Steve Jobs. Production artwork was then developed for print ads, signage hardware emblems and software labels on cassette tapes, all in preparation for the launch of the Apple II in April of 1977 at the West Coast Computer Fair. For the next 20 years, the now famous "rainbow version" logo adorned all Apple products from its computer products to the Newton PDA. The only concept ever presented to Apple was an immediate success!

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