When Leo Burnett started his advertising agency in Chicago, he set up shop under this distinctive shingle. It's an elegantly simple logo. Leo Burnett said that it represented his personal philosphy: "When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either. "
There are a lot of stories about Leo Burnett's apples. This one is pretty much encapsulates the way I heard it from Hank Bergst.
"One of his most important uses of internal corporate symbols were the red apples placed on every receptionist's desk. Any visitor or employee was free to take one. This stemmed from a prediction from a Chicago newspaper columnist that Leo would fail miserably in his agency launch in 1935, made in the depths of the Great Depression, and would soon be on the street selling apples instead. Upon reading those words, Leo vowed to give away apples instead."
Knowing these things will help you appreciate the post above.