Apple prides itself on its higher safety measures compared to other operating systems, and its simple and efficient operating and navigation of device functions. My brand will also seek to give the user feelings of security, and all functions of the app will be easy to use and find, when necessary.

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One of Apple’s most successful products, the iPhone, has a sleek design with a metallic sheen, rounded edges and a single primary colour, this appeals to the young adult target market, as it feels like a fashionable, desirable item, rather than solely a piece of technology, fulfilling both form and functional needs and desires.

The simple, unchanging logo also alludes to the stability and timelessness of the brand, which I will seek to replicate in my bank’s brand, through its simplistic, uncomplicated logo mark.

Apple’s brand values are also reflected in the tone of voice they use, for example in Apple shops, the employees are very conversational and casual, which makes the customer see the brand as a friendly force which seeks to help the customer with their daily life while the high value, artistry and simplicity of the design of Apple’s products and brand conveys professionalism.

I will seek to emulate this blend of professionalism and warmth in my brand’s tone of voice.