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November 09.2025

2 Minutes Read

Apple TV’s Bold Brand Refresh Uses Practical Effects and Nostalgia

Why Apple TV's New Logo is a Return to Roots

Apple TV’s recent logo change and brand refresh stand out not just for their aesthetics but also for their nostalgic nod to Apple’s historic design ethos. This transition—from Apple TV+ to the simplified Apple TV—not only signifies a shift in branding philosophy but also reflects a deeper confidence in their streaming service. Richard Swain from Further highlights that this move indicates consumer trust, marking a pivotal moment for the tech giant as it shifts towards a more straightforward identity.

Behind the Bright Colors: Craftsmanship Over Digital Tricks

The creative minds at TBWA\Media Arts Lab (MAL) took on the challenge of crafting the new Apple TV branding using old-school techniques with a modern twist. Instead of relying on CGI, they turned to practical effects, utilizing glass sculptures that reimagined the iconic Apple logo. Each piece of glass was meticulously crafted to capture vibrant colors and reflections, beautifully showcasing the organic essence of light. This deliberate choice to favor tangible materials over digital shortcuts highlights Apple’s commitment to handcrafted quality, a principle deeply ingrained in their heritage.

Illuminating the Brand: A Play of Light and Color

Reflecting on the vibrant new visuals, the introduction of colorful gradients in the logo draws inspiration from Apple’s 1977 rainbow logo. By integrating these hues into both static and dynamic elements of branding, Apple aims to evoke a sense of whimsy and excitement while still maintaining the company’s hallmark simplicity. The shift from a monochromatic palette to vivid gradients signifies Apple’s growing connection to its roots in artistic design, elevating the viewer’s overall experience.

The Power of Sound: A Synesthetic Branding Experience

Complementing the visual overhaul, the new Apple TV branding also introduces a distinctive audio identity, composed by musician and Oscar winner Finneas. This sonic logo not only enhances the visual elements but creates a multi-sensory experience for users, reaffirming Apple’s commitment to rich storytelling through its platforms.

Final Thoughts: The Future of Brand Refreshes

As the lines between digital and tangible continue to blur, Apple TV’s new branding strategy offers a refreshing perspective on the importance of craftsmanship in modern marketing. The decision to utilize practical effects for logo creation fosters a deeper emotional connection with consumers, proving that authenticity still has a place in today’s high-tech landscape. By embracing its history and honing in on craftsmanship, Apple is positioning itself for a captivating future, ready to captivate viewers beyond just visual appeal.

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Apple TV’s Bold Brand Refresh Uses Practical Effects and Nostalgia

Why Apple TV's New Logo is a Return to Roots

Behind the Bright Colors: Craftsmanship Over Digital Tricks

Illuminating the Brand: A Play of Light and Color

The Power of Sound: A Synesthetic Branding Experience

Final Thoughts: The Future of Brand Refreshes

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