In early 1977, Jobs hired Regis McKenna Advertising, which defined a new logo and logotype (Motter Tektura) and created Apple’s first professionally produced ads. Working under account executive Bill Kelley, art director Rob Janoff started with a black and white silhouette of an apple, but felt something was missing. “I wanted to simplify the shape of an apple, and by taking a bite—a byte, right?—out of the side, it prevented the apple from looking like a cherry tomato,” explains Janoff. Furthermore, the lowercase company name could snuggle into the bite. At Jobs’ insistence, Janoff added six colorful, horizontal stripes that paid tribute to the Apple II’s impressive color capabilities. Although separating the green, yellow, orange, red, purple, and blue bars with thin black lines would have reduced registration problems during reproduction, Jobs nixed the proposal, resulting in the world famous Apple logo, which Scott called “the most expensive bloody logo ever designed.”
Scource: Apple Confidential 2.0