Design of New Apple Headquarters is On Brand

I have a confession. I love Apple. I'm sure this is not that big of a surprise coming from a creative brand strategist who has worked with Apple in the past. I was really hoping to never do a Brand Marbles blog entry on Apple. I feel like it's too easy. In my opinion, they've been leading the world in branding for quite some time with their products, packaging, retail and marketing. Last month Apple was named the world's most valuable brand by the annual BrandZ study of the top 100 brands worth an estimated 153 billion dollars. So, what has Apple done to make me change my mind and write this post? They released the designs for their new corporate headquarters in Cupertino, CA.

Apple shows the world how every aspect of your company needs to be on brand. How the architecture of their new offices should not only aesthetically look like their brand, but should be a beacon for all their brand values. I'd now like to discuss some of the Apple brand values being communicated through the design of their new headquarters.

1. Reliable - Apple has been located in Cupertino since 1976. They could have built their new headquarters anywhere. They decided to buy the land where HP had offices, but was vacating because of downsizing. Apple wanted to stay in the community that has supported them from the beginning. 

2. Innovative - This one can be tricky when it comes to architecture. How do you design something that will still look innovative decades in the future? Make it look like an UFO. You can't have innovative products coming out of a building that looks like it houses a bunch of cubicles and fluorescent lights. Who will argue innovation when this building looks like it's about ready to lift off at night and buzz over the Arizona desert. 

3. Simple - There will be only one building. A glass circular structure that will house 12,000 employees. The building will only take up 20% of the land with the other 80% being landscaped. Parking will be built underground to maintain a very beautiful, park-like setting.

I'm aware it takes money to maintain a consistent brand through every company decision. And that Apple is an extreme example of consistent branding. But it's important to have benchmarks that show companies from any industry how branding is much more than just a company name and logo. You can send messages to your consumers in a number of ways. If you're going to spend millions of dollars to build a new corporate headquarters, then you might as well get some free marketing out it. I guarantee every person who drives by this building will receive a clear message just what Apple is all about.