"To create Apple TV's new branding, a team from the global agency TBWA\Media Arts Lab (MAL) gathered in a studio with a blacked-out stage, a giant glass version of the Apple TV logo, and a bevy of colorful studio lights. Using just practical effects, they created a new animated logo for the brand that will roll out at the beginning of Apple TV's shows and films, on its app, and in marketing campaigns over the coming months."
"Now, the company is backing that up with new Apple TV branding that pays homage to Apple's design history-both by referencing one of the company's most iconic logos and by relying purely on practical effects, echoing Apple's legacy of meticulous craft in its product design. For Apple TV's new era, MAL-which is a bespoke agency that partners only with Apple-had a daunting task."
A bespoke TBWA\Media Arts Lab team built Apple TV's new visual identity in a blacked-out studio using a giant glass logo and colorful studio lights. The team used only practical effects to create a new animated logo that will appear at the start of Apple TV shows and films, in the app, and across marketing. The company dropped the Plus from its name to signal consumer trust and confidence. The new branding references Apple's 1977 multicolored apple and emphasizes color, motion, and texture while balancing Apple's history of simple, meticulous product design. MAL prioritized adding color to the previously black-and-white mnemonics.
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