It is an anomaly among artists and designers to use anything but a Mac. And yet, I have somehow resisted. I own and enjoy the standard-issue iPhone and iPod, but no Apple computer has yet to gently (but forcibly) grace the contents of my wallet.

I happily work in Windows XP and Windows 7, the former augmented with a number of extensions but largely intact. It’s not that I don’t acknowledge that Mac OS X is more usable and elegant in most respects (especially in comparison to XP), it’s just that I know Windows well enough to anticipate and circumnavigate its quirks without precognition. When I’m knee-deep in my zen-like state of creative flow, designing with amazing tools like Adobe’s Creative Suite or programming in capable editors like Notepad++ or Textmate, the operating system is strangely incidental. Truth be told, application compatibility is really the only thing keeping me from ditching commercial experiences altogether and embracing Ubuntu one hundred percent.

There exists one caveat in my previous statement. While certain projects have required that I use a Mac for small stretches of time, I had never been given the opportunity to experience one as my primary machine. This changed when I started at McAfee, where each talented designer is equipped with a shiny Macbook Pro.

The emotional attachment Apple fosters between their products and consumers is fascinating. Never have I seen so many otherwise frugal individuals gratefully fork over piles of cash for what are, with the exception of the top-tier Mac and Macbook Pro, modestly powered machines. It is a testament to their brand that even after paying a hefty premium for their devices (and doubtlessly for adapters, peripherals and AppleCare plans), these consumers defend the company with a level of fervor typically reserved for political and religious discussion. Merely expressing curiosity as to the pros and cons of the Zune experience on Twitter resulted in no less than five individuals mocking the competing device without owning one themselves.

To those of us who use (and largely enjoy) Windows and Linux, this relationship appears undeniably parasitic. The only explanation is that the Apple experience is so overwhelmingly amazing, so above-and-beyond anything competitors could possibly attempt, that it manages to counterbalance the money and energy we shower it with.

While I will never understand complete and total brand zealots (especially designers, who without objectivity will predictably mimic their idols), after three months with the device I’m finally beginning to see what sets Apple apart. Simply put, my Macbook Pro is a joy to use.

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The term “logo design” has become passé. Contrary to my repeated use of the phrase, I’m well aware of this fact. I’m even confident enough to believe I understand it.

Logo design fell out of fashion because of the popularization of the concept of brand. According to Wikipedia, “brand is a collection of symbols, experiences and associations connected with a product, a service, a person or any other artefact or entity.”

Brand is compelling because it goes beyond the aesthetics and purely visual symbolism of The Logo; it represents the far more important (and more mysterious) issue of audience perception. Entire companies can cheat themselves into believing these issues are cosmetic, but you can no more powerfully augment your brand with a new logo than you can your personality with a new haircut.

This doesn’t mean that the importance of identity design is necessarily overestimated, but erroneously defined. To carry the personal appearance metaphor to its merciful conclusion, attempting to make a good first impression with an ugly (or worse, misguided) identity is like showing up to a job interview with messy clothes and unkempt hair. It isn’t impossible to sell your skills regardless, but you’ll waste time and effort redeeming yourself in lieu of real progress.

Great logos are more than just a calling card. They’re a unified and distinct symbol of your brand’s character and aspirations. Oftentimes, they’ll influence the viewer’s first impressions, but their continued trust demands real follow-through.

I don’t sell the zesty hipness of “brand” because, ultimately, you’re the one who has to deliver. Logos I can deliver. When used to proper effect, they are your “brand lighthouse,” aiding your audience’s navigation in a sea of choices. Just make sure their destination is what you’ve advertised.