updated 06:22 pm EDT, Sat June 29, 2013
Apple hopes to lock down new, flatter icon
The U.S. Patent & Trademark Office published on Saturday a new trademark application from Apple covering the new FaceTime logo that debuted with the bet a of iOS 7. Due to the "flatter" look Apple is adopting with the newest version of its mobile operating system, the company will likely need to file trademark applications for a number of its service icons. The Cupertino company apparently filed the application earlier this week under the number 85968558.
The new version of iOS debuted earlier this month at Apple's annual Worldwide Developer Conference. Rumors had long persisted that the iPhone maker would abandon the OS' glossy look for a flatter aesthetic, and Apple proved those rumors true. The new FaceTime logo, much like the rest of iOS 7, is an ultra-minimalized take on the previous logo, with simple white cut-outs of a camera against a green background.
The move toward a "flatter" look for iOS 7 came in the wake of considerable staff shakeups at the iPhone maker. Hardware design chief Jony Ive was put in charge of interface design as well, and the Apple exec has been working to pull together those two ends to make a more cohesive overall package. The flat look reportedly grew out of Ive's personal preferences, as the Apple design head is said to have disliked the skeuomorphic look that characterized previous iterations of the mobile OS. [via Patently Apple]