Apple TV+ has recently undergone a major rebranding and is now simply called Apple TV. This change features a lively new logo and an intriguing intro for its content, created using real glass and practical effects instead of just computer-generated imagery. This creative method highlights Apple’s dedication to craftsmanship and authenticity in its visual narrative.
The new intro sound was crafted by FINNEAS, an Oscar-winning artist, further enriching the cinematic experience Apple seeks to provide. The visual identity was created in partnership with TBWAMedia Arts Lab, a long-standing collaborator of Apple, which underscores the company’s commitment to superior production values.
Apple’s design team also rolled out a bespoke typeface named SF TV, a variant of the existing San Francisco typeface, to complement the refreshed branding. The complete visual identity varies across formats, from a succinct five-second show opening to an extensive cinematic version for films, illustrating the depth and creativity behind the rebranding initiative.
The choice to employ practical effects is consistent with Apple’s philosophy of appreciating tactile detail and artistry. Tor Myhren, Apple’s VP of marketing communications, emphasized this commitment during a presentation at the Cannes Lions International Festival of Creativity, asserting that Apple will keep prioritizing human artistry, even as it integrates AI tools into its workflows.
For those curious about the behind-the-scenes journey of developing the new intro, AdAge offers exclusive insights and clips that display the careful work involved in capturing the visuals. The revamped branding will refresh the Apple TV experience and reinforce the company’s commitment to quality and innovation in the entertainment industry.
