Overview
- Ad Age detailed how TBWA\Media Arts Lab and London-based Optical Arts filmed a large glass Apple TV logo with choreographed lighting to create the colorful identity.
- The sequence now precedes Apple content with three cuts tailored to format: a one-second sting for trailers, a five-second version for series, and a 12-second cinematic cut for films.
- Finneas composed the piano-led mnemonic for the brand package, noting inspirations from classic broadcast cues such as HBO’s static and NBC’s chimes.
- Apple’s design team introduced a custom SF TV typeface as part of the new identity that accompanies the visual and audio branding.
- The refreshed branding is live as Apple TV replaces Apple TV+, with updated app icons rolling out and the camera-first approach aligning with Tor Myhren’s public emphasis on human artistry.