Apple Used Marketing Department for iOS 7 Icon Designs?

Posted June 12, 2013 at 9:12pm by iClarified | Please help us and submit a translation by clicking here | 12589 views

Clearly, iOS 7's icons are a radical change from the ones that consumers were use to in previous iOS builds. However, Thenextweb has uncovered the true reason for this drastic change in a recent report.

Reportedly, the iOS 7 icons were drafted by design members of Apple’s marketing and communications department, not the usual app design team. Apparently, this change was made in order to take the os to a different direction rather than make small changes. The marketing team of designers would create the icons, while the app designers would work on the app itself using the icons as a reference.

Word also came in that there was not much communication between the different 'teams' (ex Safari vs Mail) -- which could explain the inconsistencies that some see in the new iOS. In fact, there were 'teams' within icon groups to see which team could draft the best icon.

Of the various aspects of iOS 7, the design of its icons and other visual cues are the most in flux at the moment. There are still refinements and conversations going on around them. I don’t know but would expect there to be a lot of fixes for the inconsistency we’re seeing in things like gradients and design language on the home screen.

Also, there seems to be a good chance that the confusing up arrow on the lock screen — which has tricked everyone I’ve seen try it into swiping up to unlock, rather than to the right — will be ‘fixed’ (removed?) before iOS ships in the (probably) fall.


TNW also reports that there is still some talk of make more design changes here and there and the likelihood of ironing out the 'inconsistencies' is still a possibility.

What do you think of the new look?

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devaugnfoster - July 29, 2014 at 2:46am
Soon it will be all logical for consumers and users hat they are brand name they are using will only be known on their icon. App and or product icon is more noticeably popular than of its name. This is how future marketing strategist are also looking towards not only on technological devices application but by all brands in general. Imagine the game application called logo games, guess the brand logo, logo quiz, picture quiz, etc... these are sample of the innovation that products maybe known more from their logos. In fact several direct mailing company like this site http://www.digiteksf.com/direct-mail/ offers idealistic less description of their clients logo when it comes to marketing. And that also same with Apple when it introduce new iOS.
Bob in Virginia Beach - September 25, 2013 at 8:08pm
What I love about iOS 7: Not much, honestly. The neon bright colors are annoying, the icons are not intuitive and everything just feels clumsy. Nothing feels ergonomic anymore. Case in point: closing open programs now requires swiping up rather than clicking on the red X. This not only takes more than twice as long, but if you're like me and have a lot of items open, it can get annoying very quickly. The thinner text is truly a PITA. It is stylistically very feminine and few males I've spoke with like it. Radical design changes aren't always the best idea and this is a classic case of Apple getting it wrong. Very wrong. I may rethink my dedication to Apple if this debacle isn't reworked.
Ali - June 16, 2013 at 10:30am
all new icons are great people just need to get used to them. the ones i found a bit distracting are "notes" "calculator" and "face time" :S
cloud - June 14, 2013 at 3:33pm
A detailed review of Apple iOS 7. The brand-new design and enhanced functionality http://www.jovora.com/2013/06/a-detailed-review-of-apple-ios-7-the-brand-new-design-and-enhanced-functionality/
rexology - June 13, 2013 at 3:07pm
Reading the shit comments here, makes me wonder what the hell is wrong with half of you guys. Is this your get-together where you bitch and moan like bitches on heat? It doesn't matter who created the icons or how the OS looks. It's a step forward. People have been bitching since day one of the iPhone 4, that nothing has changed since the first iPhone. Finally, they've done something different and all you guys can do is complain more. Screw off, and jumps ships already. I work in a corporate communications and marketing team for a financial company, and I create logos and shit....win or lose, if someone creates a better logo than me (me vs. overpaid freelancer), than hats off to him for getting the job done. A logo is a logo, like an icon is an icon. Nothing wrong with what Apple did there.
NoGoodNick - June 13, 2013 at 3:31pm
Who gonna hire you bad mouth sob ? Shit is all over your comment do you eat shit for living or just put it on your face ?
rexology - June 13, 2013 at 6:22pm
Your comment barely passes as readable, and your sentence structure illustrates you as a citizen with an IQ of less then room temperature. Who's going to hire me? I have a job, because I have backbone and good work ethics, my language has nothing to do with employment. You can eat my shit because it's probably worth more than the words you type on your shitty piece of PC computer. Go die slow NoGoodDick. You can't even differentiate the difference between your face and your ass, so shit all over yourself.
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