You’ve probably seen it a thousand times. A small business website proudly displays a glowing, 3D-shaded Apple logo next to a "Download on the App Store" badge that looks just a little bit... off. Maybe the spacing is tight. Maybe the font isn't quite right. Most people think they can just grab a PNG from Google Images and call it a day.
Honestly? That is the quickest way to get a "cease and desist" or have your app rejected.
Apple brand guidelines 2024 aren't just a set of "suggestions." They are a legal and aesthetic fortress. If you’re a developer, a reseller, or even just a designer trying to stay compliant, the rules shifted subtly this year. With the introduction of visionOS and the refinement of "Liquid Glass" materials in iOS 18, the way we represent the brand is getting more complex, even as the look remains minimalist.
The "Never" List: Apple Logo Mistakes
Let's get the big one out of the way. You cannot use the Apple logo alone. Period. Unless you actually are Apple Inc., you don't get to use the standalone fruit.
For channel affiliates and authorized resellers, Apple requires what they call a "signature." This is the logo paired with a specific logotype, like "Authorized Reseller," set in a very specific typeface.
- No 3D Effects: If your logo has a drop shadow, a glow, or a "chrome" finish, it’s wrong. Apple shifted to flat, 2D designs years ago.
- Color Lockdown: You have two choices. All-black or all-white. That's it. You don't get to use the classic 1977 rainbow logo because you're feeling nostalgic. You certainly don't get to make it "Apple Grey" (#8E8E93)—that specific shade is reserved for Apple’s internal use only.
- The "Clear Space" Rule: Imagine a box around the logo. The minimum clear space must be at least one-quarter the height of the badge or signature. Don't let your text crowd it. It needs room to breathe.
Typography and the "SF" Trap
Everyone wants to use San Francisco (SF). It’s gorgeous. It’s clean. It’s the "Apple look."
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But here is the catch: you aren't actually allowed to use SF fonts in your own marketing materials. Apple is very clear in their 2024 updates—the SF Pro, SF Compact, and SF Mono fonts are for system interfaces only. If you are designing a website or a print ad about your app, you should use your own brand’s font.
Don't try to imitate Apple by using a "close enough" font like Helvetica or Inter to trick people into thinking it’s an official Apple communication. They see right through it. Interestingly, Apple’s own editorial guidelines have become more focused on "writing inclusively." If you're looking at the Apple Style Guide, you'll see massive sections now dedicated to disability, gender identity, and inclusive representation. It’s not just about how the words look; it’s about what they say.
Marketing Your App (The Right Way)
If you’re promoting an app on the App Store, the App Store Marketing Guidelines are your bible.
One of the weirdest rules that people miss? The status bar. If you’re showing a screenshot of your app on an iPhone 15 or 16, the status bar must be "full." That means a full battery icon, full Wi-Fi bars, and a full carrier signal. No 20% battery warnings allowed. It sounds nitpicky, but Apple wants their hardware to look like it’s in peak condition.
Messaging and Naming
You also can't just throw "Apple" into your product name.
- Correct: "CloudStorage for iPhone"
- Incorrect: "Apple CloudStorage"
Also, lowercase 'i', uppercase 'P'. Always. Even if "iPhone" is the first word in a sentence, that 'i' stays lowercase. It looks grammatically "wrong" to a standard editor, but it's legally "right" in the world of Apple.
Dark Mode and "Liquid Glass"
In late 2024 and heading into 2025, Apple pushed a lot of updates regarding "Liquid Glass" adaptivity. This is basically their way of saying your colors need to be dynamic.
If you define a custom accent color for your brand within an app, you now have to provide a light variant, a dark variant, and an "increased contrast" variant. If you only provide one HEX code, your app is going to look broken when a user toggles their system settings. Apple's guidelines now specifically mention testing your app in "bright sunlight" versus "dim rooms." Colors that look great in a dark office often wash out completely at a park at noon.
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Using Product Images
Want to show your app on a MacBook Pro? You can't just take a photo of your laptop with your phone.
Apple provides "Product Images" for marketing. These are specific, high-res renders. When you use them, you aren't allowed to add cases, covers, or even "imaginary" reflections. The product has to be shown "as is."
And here’s a pro tip: if you’re showing multiple Apple products together, they must be at their correct relative scale. You can't have an Apple Watch that looks as big as an iPad. It sounds like common sense, but you'd be surprised how many "pro" designers mess this up in Photoshop.
Practical Next Steps for 2024
The best thing you can do right now is audit your current assets. Look at your "Download on the App Store" badges. Are they the latest version? Are you using the SVG files for web and EPS for print?
Head over to the Apple Developer Marketing Resources page and download the 2024 identity kits. They literally provide the files for you, so there is no excuse for using a pixelated version you found on a forum.
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Check your typography. If you're using SF Pro on your landing page, swap it for a font you actually have the license to use for marketing. It’ll save you a huge headache later. Keep your layouts spacious, your sentences short, and your "clear space" generous. That is the essence of the brand.