Jony Ive trademarks name for his new design firm

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Jony Ive hasn’t chosen a logo for his new company, so...
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When Apple’s Chief Design Officer announced he’s leaving the company, he also said it was to start his own design firm. Jony Ive began has begun making that plan a reality, as he filed a trademark for the name of his new enterprise.

The name isn’t a surprise. The designer revealed his company would be called “LoveFrom Jony” back in June. He’s following through, claiming that name with the US Patent and Trademark Office.

He’s apparently not had time for any embellishment, as the filing says “The mark consists of standard characters, without claim to any particular font style, size, or color.”

About the LoveFrom Jony name

Ive explained that the name for his firm comes from a remark once made by Apple co-founder Steve Jobs, a long-time friend of the designer.

“There was an employee meeting a number of years ago and Steve was talking,” Ive told the Financial Times. “He [said] that one of the fundamental motivations was that when you make something with love and with care, even though you probably will never meet… the people that you’re making it for, and you’ll never shake their hand, by making something with care, you are expressing your gratitude to humanity, to the species.”

Jony Ive headed out, but Apple goes on

As of now, Ive remains Apple’s design chief, but he’s intending to leave the company later in the year. Even then, he’ll continue to do consulting work for the iPhone maker.

Evans Hankey, the new VP of Industrial Design, a long-time member of the famous Industrial Design team, will take the helm of this group that created the look of the iMac, iPhone and so many other products.

Alan Dye, as VP of Human Interface Design, will be in charge of crafting iOS, macOS, and Apple’s other software.

Both will report to Jeff Williams as Chief Operating Officer.