Legend has it that way back when the PC dinosaurs still walked the Earth, returning company co-founder Steve Jobs sought a mantra to show Apple was back in business, and the acclaimed ‘Think Different’ campaign was born.

ali Apple

Think Different with Muhammed Ali.

Sketch different

You could argue the huge success of the campaign is a key reason that Apple and Steve Jobs remain so deeply recognizable. I thought some readers would be interested in something new I’ve learned about the genesis of the campaign, which turns out (or so it is claimed) to be the brainchild of Chiat\Day art director, Craig Tanimoto. 

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