Customized version of ITC Garamond (condensed to 80% width) that was Apple's corporate typeface from 1984 through the late 1990s — the font on the original Mac packaging, the "Think different" campaign, and the Power Macintosh era. Replaced by Myriad, then San Francisco. Worth referencing as a case study in how a single type choice can carry a company's identity for over a decade. Currently in consideration for SupportWire branding alongside B612 Mono and Bermula Serif — see SupportWire/Brand/marketing-typeface-decision.md.
Related
- Apple — the brand it defined
- SupportWire — current evaluation