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It’s refreshing, if not jarring, to see ads that were designed and in print in the 1980’s. It was the beginning of the computer revolution. The second image, set in Apple Garamond with their logo in Motter Tektura typeface, really shows us how ads used to be designed. They had periods at the end of sentences. They were copy heavy. They stuck to the rules of grammer with indents in their paragraphs. In 2008, we wouldn’t dream of spending 20 seconds to read that much type.
The Muhammad Ali ad, (in which the font coincidentally looks like Apple Garamond, their corporate font they wouldn’t officially adopt until 1984), is a complete departure from the one below it, moving toward all image and their tagline and logo placed as a small mark at the top. Motter Tektura is nowhere to be found in their logo, replaced by the colorful apple instead; it removed the redundancy of having a recognizable mark paired with the word “apple” beside it.
