Apple used an enormous glass Apple TV brand, colorfully lit and filmed in a studio, to create the brand new visible branding that may run earlier than the streaming service’s exhibits.
The translucent brand appears to flip just like the pages of a e book, with colours altering all of the whereas, within the mesmerizing video snippets.
“Many may assume the visible results had been made digitally, however actually, it was all carried out virtually utilizing glass and captured in-camera,” Advert Age reported Wednesday.
A brief behind-the-scenes video exhibits the extraordinary lengths the streamer and its storied advert company went to create the placing visuals.
A brand new Apple TV brand and branding cast off the ‘+’
At a time when filmmakers typically favor CGI to old-school sensible results, and AI can generate elaborate photographs and movies primarily based on just a few phrases, Apple’s choice to supply the brand new Apple TV branding utilizing sensible results is incomes the corporate plaudits from artistic varieties.
“Apple recorded the brand new Apple TV brand with actual glass supplies,” wrote designer-turned-developer Michal Malewicz on X Thursday. “No CGI. No AI. That is the way it ought to be carried out.”
A behind-the-scenes video gives a glimpse of how the promoting artists created the mesmerizing impact:
Apple TV’s colourful new branding was constructed with glass and captured in-camera. pic.twitter.com/Y8T4jXHKH1
— Andreas Storm (@avstorm) November 6, 2025
Apple labored with longtime companion TBWAMedia Arts Lab on the Apple TV rebranding. The promoting company’s earlier work with Apple consists of a number of the most iconic tech advertising of all time, from the 1984 Mac advert to the “Assume completely different” marketing campaign.
For this challenge, the crew created three variations of the brand new Apple TV brand — a five-second one for Apple TV exhibits, a one-second “sting” for trailers, and a 12-second clip that may play earlier than Apple Authentic motion pictures, in accordance with Advert Age.
Apple TV has a brand new audio brand, too
The brand new visible branding is the most recent in a string of revelations as Apple TV overhauls its advertising supplies after simplifying its title.
The rebranding of subscription service Apple TV+ to only plain “Apple TV” started quietly final month. A press launch saying the streaming debut of F1: The Film talked about the title change and a change to a “vibrant new identification.”
Then a cryptic put up from Apple TV on X arrived Monday, revealing new audio branding and saying, “That is only the start.”
That put up recognized Finneas because the musician behind the brand new audio logos. Finneas known as the audio snippets “mnemonics” — he produced three, of various lengths, to coincide with the video variations — in an interview with Selection.
He stated the thought was to create a memorable and timeless audio brand that may change into immediately recognizable over time.
“The issues that I consider as actual basic mnemonics are NBC — you may hear that in your head — or HBO has its static,” he stated.
That is only the start.
Music composed by FINNEAS. pic.twitter.com/DV8d2eK0B3
— Apple TV (@AppleTV) November 3, 2025
The corporate additionally up to date the Apple TV app icon in iOS 26.1, launched Monday, changing the previous monochrome look with a way more colourful one.
What are your ideas on the brand new Apple TV brand.
Do you want? pic.twitter.com/Ll7o2cxosB
— Jay’s Tech (@jaydenstech) October 22, 2025
Quickly, Apple TV subscribers will see and listen to the brand new visible and audio branding each time they watch one thing.
“The brand new identification will ripple throughout Apple TV’s ecosystem within the coming months, from app interfaces to advertising campaigns,” wrote Advert Age. “It’s the primary section of a broader Apple TV model refresh that guarantees to lean into cinematic design whereas sustaining the minimalist DNA that’s lengthy outlined Apple’s visible world.”
Lewis Wallace is the managing editor of Cult of Mac and creator of our weekly e-newsletter, The Weekender.
He’s a San Francisco-based author and editor specializing in know-how and tradition. He loves his iPhone, hates Siri, and appreciates any {hardware} that mixes kind and performance.
Previous to Cult of Mac, he juggled phrases and concepts as tradition editor at Wired.com, homepage editor at TechTV, information product supervisor at NBCi, copy editor at PC World, reporter at The (Hayward) Day by day Assessment and editor in chief of EveryBody’s Information in Cincinnati.
He earned a bachelor of common research diploma with a journalism certificates from the College of Cincinnati. Whereas in class, he labored because the leisure editor of The Information File and as editor in chief of Clifton Journal.
He’s additionally a bass participant, who’s recorded and carried out round the US with These Darn Accordions, The Electrical Boogie Dawgz and The Mad Maggies. When not writing, enhancing or laying down bass strains, he performs darts and serves on the board of the San Francisco Darts League.
