We wanted to celebrate the outsized power of iPad mini, but in a clever, and playful way. The vibrant artwork of “mini” extends the whole surface of the edge-to-edge display, in gradient colorways that perfectly highlight the advanced color gamut of the Liquid Retina display. We also wanted to create a contrast of the vibrant colors of the artwork, against the softer, more refined colors of the hardware finishes.

While referencing Apple Pencil, we wanted the “mini” ambigram to feel gestural and human, as well as bold and graphic at the same time. This duality balances the contrasts of iPad mini, both palm-sized, “noteworthy”, and capable, while also exceedingly powerful and capable.