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REVIEWING TODAY: TAKING A BITE OUT OF THE APPLE BY RON JANOFF (DESIGNER OF THE APPLE LOGO)

Taking A Bite Out of the Apple, by Ron Janoff – designer of the Apple logo – is a short entry in the series, Hearing Others’ Voices. As such, “This book … was written for young people facing the large and looming question: What do I want to do for the rest of my life?” Because writing about reality for the young demands the ultimate in clarity, conciseness, and credibility, this condensed memoir shares a simplicity of style more often seen in young adult fare, but in no way does it patronize or underestimate its audience, nor does it sacrifice either the mundane or dramatic aspects of its central story: One man’s decision to follow his own passion while unable to predict a future iconic place in history. In other words, Janoff explains early and clearly the radical difference between blindly seeking fame and actively pursuing personal achievement.

The Apple logo origin and development story is fascinating in itself, but Taking A Bite Out of the Apple offers more than just fond memories. Ron Janoff also reviews the logo’s evolution subsequent to its genesis, and more importantly, he portrays for youthful aspirations the evolving nature of the graphic design industry from which it was born. Ironically, his most relevant admonition regards our growing reliance on computer technology for manifesting creative works, especially where “filtering legitimate critiques from baseless criticism” becomes a major challenge, and when technological dependency for acquiring inspiration actually clouds the process. Janoff’s most valuable gem of wisdom: “The idea – a solid idea – should come first, and the execution should follow.” In this small but potent book, anyone pursuing his/her passion will find strong encouragement and guidance from a mentor who has experienced exemplary success.

Joel R. Dennstedt – Top Reviewer for Readers’ Favorite

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