Background
The colors of the rainbow is used for many multicultural movements, but the first time that the rainbow flag was used for the gay movement was in 1978, when it was created, around the same time that Apple was creating its own colorful logo. The rainbow colors stood for pride, with each color representing something. The gay community used this idea of pride to signify that they were proud of who they were and what they stood for. For more information on the gay pride flag, check out this link! Gay Movement Flag
Apple vs. Gay Pride
So, how exactly does gay pride, Apple, and concepts of the self/community come together??
The different colors of both of these organizations symbols suggests something new and different, but also something that each group is very proud of. All of those colors demand people to look at it, so there's got to be something substantial there to back it up. Apple was coming out with the Apple II and the Mac, while the gay community was beginning to take a more public stance. The Mac and the gay community's public stance both had a major effect on the US, especially in California since both had roots in that state. Did Apple use this color effect first? Or was Steve Jobs and his old hippie self see something inspiring in the gay movement that he wanted to integrate into the Apple/Mac movement?
Self or Community?
But now the serious stuff, where does self and community come into this? I think it is actually pretty obvious. Apple was all about creating the personal computers. Making things simple and easy, so people could do it by themselves, without a manual or anybody else's help. I think that clearly signifies ideas of the self. But the gay movement required a lot of people to come together, to spread the word, and stand together strong. Its final product wasn't an actual thing, but rather helping people become ok with who they are, and letting the world know that there is no such thing as normal. I think the gay movement shows strong signs of community.
Last Thoughts
While I could be wrong, I don't think Steve Jobs had any conscious thoughts about relating Apple products to the gay movement. I think he simply liked the bright colors and the attention that they demand because he wanted his products to demand that sort of attention. But I do think it is interesting the similarities that can be drawn between the movement and the way that Steve Jobs created Apple.
Interesting comparison - I never noticed that! And the times are definitely about right. It's interesting to think about the two regarding self and community. Even Apple formed sorts of communities (the cult of Mac) and the gay movement prompted coming to terms with the self, as you mentioned. It's also amazing how many meanings rainbow colors can carry - life, uniqueness/individuality, unity, vibrancy, creativity, variety, etc. Neither Apple nor the gay rights movement would have been quite the same with just one color. In fact, that was something I was thinking about in class. Why are Apple products white and black. I thought of yin and yang? In my minds eye, it makes Apple seem like a stiffer brand. We don't see the colors that were first such a focus.
ReplyDeleteThis is working an interesting comparison. My sense is that only in the last decade has the rainbow really come around to be a symbol of LGBT groups.. And maybe it would be harder for a computer company to use that as a logo. I think about the stark black and white modernist apple that is now the one we see.. And I wonder if that is a step away from the associations of the rainbow? Your post brings up stuff about branding that I think you could more self consciously think through (perhaps in other posts?)
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