Typography of Apple Inc. Janoff, the typeface was selected for its playful qualities and techno look, which were in line with Apple's mission statement of making high technology accessible to anyone. Janoff designed the logo in 1977 while working with Palo Alto marketer Regis McKenna. The Apple logo's bite mark was originally designed to fit snugly with the Motter Tektura "a". In the early 1980s, the logo was simplified by removing "computer ınc." from the logo. Motter Tektura was also used for the Apple II logo. This typeface has sometimes been mislabeled Cupertino, a similar bitmap font probably created to mimic Motter Tektura. Since
Claude Garamond of the early printers to establish the modern tradition that the italic capitals should slope as the lower case does, rather than remain upright as Roman square capitals do. Although Garamond himself remains an eminent figure in French printing of the sixteenth century, historical research over the last century has increasingly placed his work in context. Garamond was one figure among many at a time when new typefaces were rapidly produced in sixteenth-century France, and these type designers operated within a pre-existing tradition defined by the work of figures such as Aldus Manutius who were active over the preceding half-century.