Word: logo
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...rushing to retool its core computer line before weary loyalists decide they've had enough and switch to Microsoft's Windows 95. Operation Rainbow's second phase, which will include the launching of a robust new line of computers, should come this fall. Chahil hopes it will change the logo's hue again, this time to the color of money...
...company's image by associating it--in TV ads, print spots and Websites--with hot properties like Mission and BMW's new sports coupe, the Z3 Roadster. (The Mission ad features Tom Cruise breaking, entering and Apple-PowerBooking his way through danger.) "When I got here, the Apple logo was red, blood red," says Satjiv Chahil, Apple's senior VP for corporate marketing since January. "Our goal is to get some of the rainbow color back in the Apple...
...invest money here, and a large ad reminds you that the born-again town was voted the top American city for "global companies" in 1994 by one magazine and the best city for small businesses by another. Atlanta ("A Star on the Rise," as the logo on its Olympic bid had it) seems tailor-made to play host to the Centennial Olympics, if only because it is so in tune with the Games' unspoken tradition of institutional idealism and business-minded, slogan-wielding hopes of bringing the world together...
...huge silver ball slides ever so deliberately down the pulsing neon face of a building in Times Square, and off leaps one of the world's most wildly imaginative entrepreneurs. It is Richard Branson, the raffish British tycoon who has splashed his company's Virgin logo on everything from airlines to a bridal service. The occasion: the opening of a $15 million, biggest-anywhere, 75,000-sq.-ft. new Virgin music-and-entertainment megastore...
...children? Consider "Read-A-Logo," put out by Teacher Support Software and used by 3,800 kindergartners in Texas' Cypress-Fairbanks School District. "Taco Bell has [blank] and burritos," one test sentence runs. Insists Suzanne Thompson, early-childhood coordinator for the district: "They have been going to Taco Bell since long before kindergarten. This connects to their prior learning." But Alex Molnar, an education professor at the University of Wisconsin-Milwaukee and author of a book on corporations in the classroom, argues that "the long-term impact is to undermine and trivialize the curriculum...