Apple TV rebranded to drop the “+” from its name and introduced a cinematic visual identity created by TBWA\Media Arts Lab.
The rebrand features physical, in-camera glass slabs and colored lights rather than CGI, and includes a custom typeface alongside a sonic logo composed by FINNEAS. The rebrand highlights a craft-first, tactile approach designed to emphasize the streaming service’s evolution into a premier home for original storytelling.
Key elements of the project developed by the agency alongside Optical Arts include:
- Practical Effects Over CGI: The visual identifiers are built from physical glass and illuminated by multi-colored lights. Everything was captured on a blacked-out studio stage “in-camera,” creating authentic depth and refraction without digital shortcuts.
- New Sonic Logo: Oscar-winning musician FINNEAS (Finneas O’Connell) composed a custom sonic identity for the brand, giving the new opening sequence an emotional, acoustic texture.
- Bespoke Typography: The agency collaborated with Apple’s design team to develop a custom typeface, SF TV, for the platform.
- Cinematic Openers: The rebrand spans the entire platform, introducing a concise 5-second show opener for series and a full-length cinematic version for feature films.
AWARDS
Cannes Lions 2026
CREDITS
Client: Apple, Cupertino. Creative Agency: TBWA\Media Arts Lab, Los Angeles. Production: Optical Arts, London, and OYOY, Los Angeles. Post Production: Epilogue, Los Angeles, Racket Club, Los Angeles, and Trafik, Los Angeles. Media Agency: OMD USA, California.
