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The dogcow, named Clarus, is a bitmapped image designed by Apple for the demonstration of page layout in Mac OS. The sound she makes is 'Moof!'.^[1] Clarus became the archetype of surrealistic humor in the corporate culture of the original Macintosh group, particularly as the mascot of Apple’s Developer Technical Support as officially documented in Technote #31.^[1]^[2]

History[edit]

In 1983, the dog icon had been created by Susan Kare as the glyph for 'z', as part of the Cairofont. Later, when designing the classic Mac OS 'Page Setup' print dialog box, an example image was required to demonstrate the orientation and color of the paper.^[2]HCI engineer Annette Wagner made the decision to use that dog as a starting point, editing it and creating a larger version with spots to be more suitable for demonstrating various printing options. The new dog graphic had a more bovine look.

Did they have a heated conversation and holler 'Dog!' 'Cow!' 'Dog!' 'Cow!' back and forth? We may never know. But one thing is clear, Mr. Zimmerman finally gave in and said, 'It's both, OK? It's called a 'dogcow.' Now will you get out of my office?'

— History of the Dogcow, Part 1^[3]

On October 15, 1987, the term 'dogcow' was coined by Scott Zimmerman.^[3]^[4] She^[5] was later named Clarus by Mark 'The Red' Harlan, as a joking reference to Claris, Apple's business unit for office software at the time.^[4]

The Clarus icon became one of the giant pieces of pixel art in the Icon Garden in the front yard of Apple's headquarters at 1 Infinite Loop; the Icon Garden has since been removed.^[2]

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Apple's Developer CD Series of the 1980s features a dogcow logo on the discs.^[6]

The latest references to the dogcow came in the documentation for the Swift programming language, which uses the word 'dogcow' as an example of the use of Unicode characters to name constants and variables;^[7] and in a sticker pack in Messages.^[8]

Overview[edit]

There is a life-size picture of a dogcow conveniently located in the Finder. Look under 'Page Setup...' Now look under 'Options.' Walla [sic], there is the dogcow in all its raging glory. Like any talented dog, it can do flips. Like any talented cow, it can do precision bitmap alignment.

Some people say that the dogcow hails from the sunny shores of the Middle of Nowhere. This location in the south Atlantic can be found in the Map control panel; simply type 'Middle of Nowhere' and click Find. (For a small fee, these same people will tell you where they last saw Elvis.)

— Develop magazine^[6]

The sound she makes is 'Moof!',^[1] and in early versions of Apple Developer CDs one section was known as 'Moof!'.^{[citation needed]}

The dogcow symbol and 'Moof!' are proprietary trademarks of Apple.^[6]

Reception[edit]

The disappearance of the Icon Garden and of Clarus from Apple's products is seen by MacWorld as a symbol of the draining of culture and character from, and an increase in blankness and austerity in, Apple's products over the years. In a 2015 retrospective, the magazine said Clarus 'came into being through quirkiness and serendipity, and you could say it has no business in a grown-up, commercial operating system. It makes no real sense, and wasn’t really there on merit or through strategic planning' and represented a company that was 'kooky', 'idiosyncratic', and not dominated by rules.^[2]

External links[edit]

Technical Note 1031 on Apple’s website (archived February 4, 2004)