At a time when artificial intelligence and 3D renders dominate the visual landscape, Apple has gone in the opposite direction. To mark the evolution of its streaming platform, now simply called Apple TV, the brand has unveiled a new on-screen identity shot entirely in camera, using real glass, light, and precision craftsmanship.
Created in collaboration with TBWA\Media Arts Lab, Apple’s longtime creative partner, the new visual signature celebrates the brand’s hallmark simplicity and tactile perfectionism.
Built from full-scale glass panels, the Apple logo comes to life through reflections and refractions captured in real time, no digital trickery, no post-production CGI, just pure optical artistry. Every shimmer and color shift is the result of meticulous lighting and physical motion, echoing the analog magic of classic cinematography while achieving a strikingly modern aesthetic.
When Light Becomes Language
Filmed like a living sculpture, the new identity perfectly embodies Apple’s design philosophy, the dialogue between technology and human craftsmanship. The quick sequence of color variations feels both like a film reel in motion and a subtle nod to cinema itself, turning a simple logo animation into a moment of quiet poetry.
Three versions of the sequence, ranging from 1 to 12 seconds, were created for use across trailers, original series, and platform intros.
On the sound side, Apple enlisted Finneas O’Connell, the Grammy-winning producer and brother of Billie Eilish, to compose the new audio logo. His minimalist composition, available in several lengths, mirrors the same balance and fluidity found in the visuals, a sonic reflection of Apple’s understated elegance.
A Symbolic and Material Rebirth
This new identity also marks a strategic shift: Apple has officially dropped the “+” from Apple TV+, unifying its entertainment offerings under one simplified name. Beyond branding, the choice to craft the sequence from physical materials, glass, metal, and light, instead of pixels underscores Apple’s devotion to the real, the tactile, and the timeless.
Through this piece of visual craftsmanship, Apple delivers more than just a rebrand, it offers a manifesto. In an era of algorithmic visuals and synthetic perfection, Apple reminds us that before technology comes the hand, the matter, and the light.
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